Pure Daily Care initially resisted listing its $80 NuDerma wand on TikTok Shop but saw viral videos drive views and sales, making TikTok its second-biggest sales channel behind Amazon by end of 2025. TikTok Shop has shifted from low-cost, Temu-like items to a platform where both startups and established brands can sell effectively, combining discovery and in-app purchasing. US sales rose over 500% in 2024 and doubled in H1 2025. Brands report growing e-commerce share on TikTok Shop, and the company has improved seller tools and opened US fulfilment centres to support larger merchants.
Before Pure Daily Care began selling on TikTok Shop in 2023, the skincare tool label's marketing chief Jonathan Cohen was sceptical, thinking it was full of "junk" that looked "just like Temu." It was an honest reaction. The company's hero product, an $80 skin-firming, wrinkle-reducing device called the NuDerma wand, didn't exactly fit the platform, where most items were sold at rock-bottom prices.
It's a story that mirrors TikTok Shop's own progression from primarily peddling low-cost goods to becoming a reliable sales channel for both emerging startups like Pure Daily Care and POV Beauty and established labels such as Tarte, Pacsun and Crocs. Not only that, it's one of the only platforms that's managed to successfully marry discovery and commerce - where users can stumble on a video of a product and immediately buy it in-app - in the West.
"What was initially considered a marketing discovery channel has shifted ... to actual core sales," said Brieane Olson, chief executive of Pacsun. The brand's sales on TikTok Shop account for more than 10 percent of its e-commerce business, up from at least 8 percent in 2024 - last year alone, it sold $20 million worth of its $60 Casey jeans there.
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