Beauty won big during TikTok Shop’s four-day Black Friday sale this year, data shows.

The category exceeded $109 million — or more than 20 percent — of TikTok Shop’s $500 million-plus sales total during the promotional event, according to data from Charm.io. This indicates more than 50 percent growth versus 2024, when beauty sales for Black Friday/Cyber Monday were just over $70 million.

The top brand during the sales event was Medicube, the K-beauty skin care brand that netted roughly $6.8 million in TikTok Shop sales, with its Glass Glow Skin Care Set — priced under $100 for eight products including toner pads, jelly creams, sheet masks and more — being its top seller. The breakout brand more than doubled the sales total of the next-biggest beauty brand.

Medicube simultaneously comp

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