What's Happening?
TikTok Shop has seen a significant rise in the sales of feminine care products, becoming the second-largest beauty category by sales growth on the platform in 2025. According to data from Charm.io, the category reached
approximately $17 million in U.S. sales, marking a 333% increase from the previous year. This growth is second only to the 'special personal care' category, which includes products like heat patches and bug repellents. The top brand in this category, Her Fantasy Box, achieved $4.2 million in sales, with products such as Renew Her Yoni Oil and boric acid intimate wash. Other notable brands include Salt.Xo and The Pink Bible, which have also seen substantial sales figures. The overall beauty category on TikTok Shop generated over $2.5 billion in U.S. sales in 2025.
Why It's Important?
The surge in feminine care sales on TikTok Shop highlights the growing influence of social commerce platforms in shaping consumer behavior and market trends. This trend reflects a shift towards digital-first shopping experiences, particularly among younger demographics who are active on platforms like TikTok. The success of brands like Her Fantasy Box and Salt.Xo underscores the potential for niche markets to thrive in the digital space, offering opportunities for new entrants and established companies to expand their reach. This growth also indicates a broader acceptance and demand for intimate wellness products, which could lead to increased competition and innovation in the sector.
