What's Happening?
TikTok Shop has seen a significant increase in sales within the feminine care category, which has become the second-largest beauty category by sales growth on the platform in 2025. According to Charm.io,
feminine care sales reached approximately $17 million in the U.S., 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 feminine care on TikTok Shop is Her Fantasy Box, which has sold $4.2 million worth of products, including its popular Renew Her Yoni Oil and boric acid intimate wash. Other leading brands include Salt.Xo, The Pink Bible, Love Wellness, and O Positiv, each contributing to the category's expansion.
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 preferences. This trend reflects a shift towards digital-first shopping experiences, particularly in the wellness and beauty sectors. Brands that effectively leverage TikTok's platform can reach a wider audience and drive significant sales growth. The success of brands like Her Fantasy Box and Salt.Xo underscores the potential for small, digitally native companies to compete with larger retailers by tapping into TikTok's vast user base. This development may encourage more brands to explore social commerce strategies, potentially reshaping the retail landscape.
