According to WWD, Circana's latest beauty report found TikTok Shop's U.S. beauty and personal care category has generated $2.08 billion in sales from January to June 2026, making it the platform's largest e-commerce category — more than $500 million ahead of women's apparel.

WWD reports TikTok Shop now ranks third in beauty e-commerce, trailing only pure-play e-commerce and specialty retail, and that beauty ranks number two on the platform in the U.K. as well.

Fragrance led the segments at $218 million across unisex, men's and women's products, followed by skin care at $161 million, per Circana's data cited by WWD.

The most surprising twist in WWD's coverage of Circana's findings is demographic: despite TikTok's Gen Z reputation, WWD reports that social commerce spending actually skews toward Gen X and older Millennial audiences.

WWD also notes Hispanic and African American households collectively drive 36 percent of TikTok Shop's beauty spending, underscoring the demand for multicultural products.

Shoppers spent an average of $24.39 per unit — only $6 below the $31 cross-industry price point — and Kurly's Dew:Era is now racing to meet them: Seoul Economic Daily reports the dermatology-based private-label brand is expected to launch on Amazon and TikTok Shop before the end of the year, starting with sheet masks.

WWD reports the top-selling skin care products on TikTok are all K-beauty: Medicube's PDRN eye patches and glass glow sets, Dr.Melaxin collagen sets, and Medicube's PDRN collagen products.

Per Circana's figures cited by WWD, top K-beauty brands Medicube, Dr.Melaxin, Jiyu, Sungboon, CosRx, Skin1004 and Anua collectively generated more than $245 million from January to June 2026.

Hair health is surging too — WWD names Based Bodyworks, Bask & Lather, Color Wow, Dr. Groot, Bare Anatomy and Root Labs as the fastest-growing brands, topping $85 million — while Lattafa, Bellavita, Dossier and Armaf lead fragrance with more than $53 million despite blind-buy limitations.

WWD quotes Circana's Larissa Jensen saying the platform has created "a more democratized beauty marketplace where authenticity and results matter more than legacy status," with consumers rewarding brands that build trust through creators rather than heritage names.

WWD reports emerging brands sell alongside thousands of shops, letting challenger brands like Medicube and Bask & Lather compete with prestige players, and that shoppers increasingly buy complete regimens and bundles marketed around collagen, glass skin, firming and glow.

Jensen adds that "the pace of brand disruption on TikTok is remarkable," and Seoul Economic Daily reports Kurly is betting on exactly that dynamic, using Dew:Era's U.S. listings to diversify beyond fresh-food delivery ahead of a renewed IPO push.