TikTok Shop has emerged as Gen Z's leading platform for beauty purchases, with brands like Fenty, Tarte, Maybelline, and Glossier experiencing significant growth. More than half of Gen Z shoppers have made purchases via TikTok Shop, indicating its popularity. By 2024, TikTok Shop is expected to have 150 million daily active users in the U.S., ranking it as the eighth-largest beauty retailer. The beauty category on the platform generated $2.5 billion in gross merchandise value last year. Glossier's expansion includes multiple retail channels, resulting in a considerable increase in sales since partnering with Sephora.
"Since launching in the U.S. in September 2023, TikTok Shop has become the country's eighth-largest beauty retailer, surpassing brands like Shein and Sephora."
"The beauty category generated $2.5 billion in gross merchandise value last year, making it the top-selling category on TikTok Shop."
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