2024 was TikTok Shop’s beauty moment

4 months ago 27

Despite the looming possibility of a TikTok ban on January 19, many beauty brands are still all in on TikTok Shop.

At a little over a year old, TikTok’s shopping extension, which allows its users to buy and sell products without leaving the app, has grown to be a more popular retailer among Americans than Shein, Sephora and home shopping TV (QVC), based on sales. That’s according to a 2025 consumer trends report by investment firm Coefficient Capital and Dan Frommer, founder of digital publication The New Consumer.

TikTok has over 120.5 million daily active users in the U.S. alone. And according to data from Shopify, by the end of 2024, TikTok will have at least 35.8 million social commerce users. By 2027, TikTok Shop users will spend at least $144.5 billion annually, up from $67 billion in 2023. What’s more, the consumer trends report, which includes data from 11 surveys of over 3,000 U.S. consumers, found that 45% of surveyed Americans have purchased through TikTok Shop, with beauty ranking as the No. 2 most-shopped category.

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