TikTok Shop’s largest Health & Beauty category? Supplements

Vitamins and supplements became TikTok Shop’s largest Health & Beauty category, generating $784 million in sales during the year ending February 2026, outpacing facial skin care and fragrance. The platform serves as a key discovery and trial channel, with leading brands like Micro Ingredients and Goli gaining prominence through social-first strategies and fostering increasing buyer loyalty. TikTok Shop users spend more per buyer than those at drug and mass retailers, and trust in the platform remains strong, especially among younger consumers. Experts note that TikTok Shop’s influence extends beyond its own transactions, driving product discovery and sales across multiple channels.