Top 19 Makeup Best Sellers on TikTok Shop United States — July 2026

TL;DR

Even as total makeup category GMV on TikTok Shop in the United States pulled back by -16.4% to $61.7M in July 2026, prestige beauty proved remarkably resilient. This means shoppers cut back on impulse volume while consolidating spend behind high-conviction staples and targeted collaborations. Tarte Cosmetics commanded the field by capturing five of the top ten spots, leading at rank 1 with its premium buffer brush and defending rank 3 with its tinted moisturizer. The standout challenger was Glamlite, surging into rank 2 powered by a viral Bratz collaboration. Budget favorite Maxcomfi held steady at rank 4 with accessible lash sets, while Laka US rounded out the top five with its lip plumper despite softer momentum. Lower down the chart, missha.official joined recurring entries from Tarte Cosmetics and Laka US to solidify an incumbent-heavy leaderboard.