The 10 Beauty Sellers Dominating TikTok Shop Livestreaming
Top 10 beauty sellers on TikTok Shop generated $83M in H1 2023, led by Medicube ($19.4M) and Dr. Melaxin ($13.3M). Medicube's parent APR saw beauty sales rise 181% to $805M. Ulta and Sephora also joined TikTok Shop, with Ulta generating 100M impressions. Livestream retail e-commerce sales in the U.S. are expected to reach $19.8B in 2023, with beauty being the largest category on TikTok Shop.
How this was made
The 30-second read
Why it matters
The disclosed sales figures for APR and Ulta illustrate early adoption and could spur competitor investment in similar channels.
Market read
TikTok livestream commerce is accelerating, offering new growth avenues for beauty retailers and brands.
What to watch
Potential regulatory scrutiny of influencer commerce and platform fee structures could affect margins.
Background
TikTok Shop is emerging as a major sales channel for beauty brands, with livestream accounting for ~22% of U.S. beauty sales on the platform.
Ticker impact
Ulta Beauty disclosed over 100 million TikTok impressions and $152k livestream sales in H1 during its earnings call.
Modest upside pressure if the channel scales beyond current levels.
The disclosed figures are modest and early‑stage, limiting immediate price impact.
Market effects
Highlights rapid growth of TikTok livestream commerce in beauty, signaling opportunities for other retailers.
U.S. beauty sector may see increased digital sales focus.
Shows global brands (e.g., K‑Beauty) leveraging TikTok, relevant for worldwide e‑commerce trends.
Counterpoint
The livestream revenue may be a temporary hype; long‑term profitability remains uncertain.
Key entities
- brandMedicube
K‑Beauty skincare brand owned by APR.
- companyUlta Beauty
U.S. beauty retailer expanding on TikTok Shop.
