TTikTok Shop is turning makeup discovery into a direct path to purchase, where creators, social proof, and checkout sit in the same feed. For color, complexion, and lashes, that means the videos that stop the scroll can sit one tap away from the products that end up on a vanity.
For brand leaders, TikTok Shop surfaces how creator-native storytelling, live formats, and short-form video can push high-intent traffic straight into shoppable product pages. Viewers are not just watching how a BB cream blends or how a lash cluster set applies, they are acting on that interest in the same session.
This top 20 list is powered by Avenue Z’s TikTok Shop performance view and ranks brands by the GMV of their top makeup product for July 2026. It gives a tight lens into which hero SKUs and bundles are converting attention into meaningful sales in the Makeup category.
Alongside GMV, this view keeps price bands and ratings in focus so you can see how premium sets, value kits, and mid-priced staples each find their lane. High review counts and strong ratings point to the compounding effect of social proof, while formats like lash clusters, lip trios, and complexion sets show how TikTok-native merchandising can match how people shop in-feed.
The Top 20
| Rank | Shop | Product | GMV |
| 1 | Tarte Cosmetics | tarte BB blur tinted moisturizer SPF 30 – instantly brightens, hydrates & smooths your skin Price range: $42.00 ~ $42.00Product rating: 4.3/5 (15751 reviews) | $174K ~ $289K |
| 2 | missha.official | [Cardi B’s PICK] M Perfect Cover Serum BB Cream (35ml) Price range: $27.00 ~ $27.00Product rating: 4.4/5 (37391 reviews) | $90K ~ $168K |
| 3 | Wonderskin | 360 Contour Lip Liner Price range: $18.00 ~ $18.00Product rating: 4.3/5 (6087 reviews) | $73K ~ $149K |
| 4 | Maxcomfi | MaxComfi Lash Clusters Cosmetic Eyelashes Price range: $30.99 ~ $130.99Product rating: 4.6/5 (10313 reviews) | $68K ~ $142K |
| 5 | Goddvenus Lashes | Goddvenus Spiky Slay Manga Lash Clusters Price range: $25.00 ~ $40.00Product rating: 4.5/5 (7631 reviews) | $62K ~ $123K |
| 6 | Cofier Lashes | Cofier High Quality Eyelashes Clusters Kit Price range: $39.99 ~ $99.99Product rating: 4.5/5 (11811 reviews) | $62K ~ $109K |
| 7 | KEYYOU SHOP | KEYYOU Flora Lash Kit Price range: $24.99 ~ $38.99Product rating: 4.7/5 (2651 reviews) | $58K ~ $97K |
| 8 | Laka US | [Laka] Spicy Lip Plumper Price range: $28.00 ~ $999.00Product rating: 3.5/5 (15074 reviews) | $56K ~ $96K |
| 9 | YouLuck Beauty | YOULUCK DIY Enchantress Cluster Lashes Set Price range: $30.90 ~ $40.90Product rating: 4.7/5 (16802 reviews) | $55K ~ $103K |
| 10 | L’Oréal Paris | Extensionist Mascara, Lengthen and Curl Lashes to a New Level, L’Oreal Paris Price range: $15.99 ~ $31.98Product rating: 4.3/5 (32491 reviews) | $51K ~ $94K |
| 11 | Clinique | [Clinique] Black Honey Deluxe Collection Set Price range: $181.00 ~ $181.00Product rating: 4.4/5 (575 reviews) | $53K ~ $92K |
| 12 | ONE SIZE BEAUTY | On ‘Til Dawn Bronze Veil Waterproof Setting Spray Price range: $34.00 ~ $34.00Product rating: 4.4/5 (644 reviews) | $43K ~ $79K |
| 13 | Smooche | SMOOCHE Color Changing Liquid Foundation for Fair to Light Skin Tones, SPF 15 with Hyaluronic Acid | Lightweight Hydrating Face Makeup Price range: $39.00 ~ $39.00Product rating: 4.2/5 (2487 reviews) | $50K ~ $89K |
| 14 | Carslan.us | CARSLAN Black Magnet Oil Blotting Setting Sheet With Powder Price range: $12.99 ~ $12.99Product rating: 4.8/5(11677 reviews) | $51K ~ $92K |
| 15 | Kisslily | Plume | Kisslily Brown Lash Clusters Invisible Band Natural Lash Extension Kit with Bond & Seal Mascara Price range: $30.99 ~ $50.99Product rating: 4.7/5 (2979 reviews) | $44K ~ $87K |
| 16 | M.A.C Cosmetics Store | MAC Cool-Toned Nude Lip Trio – Sculpt, Define & Plump Set Price range: $76.00 ~ $76.00Product rating: 4.1/5 (359 reviews) | $39K ~ $79K |
| 17 | Naked Sundays USA | First Class Jetsetter Beauty Bundle Kit – Mini Exclusive Pink Suitcase plus Naked Sundays bestselling SPF and Skincare products (SAVE 40%) Price range: $185.00 ~ $185.00Product rating: 5/5 (60 reviews) | $40K ~ $84K |
| 18 | ELROEL Store | [ELROEL Official Store] ELROEL Blanc Cover Cream Stick V White – Korean Color-Changing Foundation Stick with Volufiline – Medium to Full Coverage Dewy Finish Base Makeup – Dual-Ended with Detachable Brush (13g, 0.04 oz) Price range: $37.20 ~ $37.20Product rating: 4.1/5 (2300 reviews) | $48K ~ $81K |
| 19 | LYS Beauty | No Limits Cream Bronzer Stick Price range: $24.00 ~ $24.00Product rating: 4.7/5(19251 reviews) | $41K ~ $73K |
| 20 | GlowVane Lash | GlowVane TrueCurve Lash Clusters Kit 0.03mm Invisible Curved Band Price range: $59.99 ~ $69.99Product rating: 4.7/5 (2758 reviews) | $35K ~ $69K |
What’s Winning?
This top 20 skews toward lash clusters, lip formulas, and complexion products that pair strong ratings, showing how hero SKUs and smart bundles can scale inside the feed. A creator-led approach that leans into routine-style content, clear benefit storytelling, and trusted creator or affiliate voices can connect that demand to TikTok-native creative, product education, and shoppable distribution that keeps these products climbing.
Ready to get your brand to the top of TikTok Shop?
Want to see the full list? Hundreds of brands are taking advantage of TikTok Shop today. A creator-led approach paired with TikTok-native creative can move your audience from discovery to conversion with shoppable content that matches how they already scroll. Learn more about our TikTok Shop approach and connect with our team for a TikTok Shop audit and roadmap to break into and stay in the top 20.
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