What's Happening?
Several brands that gained popularity through TikTok Shop have recently entered the U.S. brick-and-mortar retail market. Medicube, known for its salmon sperm skin care, and Personal Day, an acne-safe brand, have launched at Ulta, following significant online sales growth. Medicube reported a 1,142.81% increase in TikTok Shop revenue from 2024 to 2025, while Personal Day achieved $770,801 in revenue before entering Ulta. GuruNanda, an all-natural oral care brand, also saw high sales figures upon hitting Ulta's shelves.
Why It's Important?
The transition of TikTok-viral brands to physical retail highlights the potential for social media-driven sales to translate into in-store success. This trend underscores the importance of aligning online and offline marketing strategies to maintain brand visibility and consumer engagement. Retailers like Ulta are capitalizing on the popularity of these brands by creating dedicated sections for trending products, which could drive foot traffic and sales. The success of these brands may encourage other social media-driven companies to explore retail opportunities, potentially reshaping the retail landscape.
What's Next?
As these brands establish their presence in physical retail, they may focus on expanding their product lines and enhancing in-store experiences to attract consumers. Retailers will likely continue to monitor the performance of these brands and adjust their strategies to maximize sales. The success of these brands could lead to increased collaborations between social media influencers and retailers, further integrating online and offline shopping experiences.
