"TikTok Shop's beauty boom is turning into a wellness one, too. Data from Charm.io shows that feminine care was the number-two beauty category by sales growth on TikTok Shop in 2025, reaching roughly $17 million in U.S. sales. That's up 333 percent versus the year prior, tracking only behind the 480 percent growth of what TikTok Shop categorizes as "special personal care," a category that includes heat patches, bug repellents, ice packs and more products of the like."
"The top feminine care brand, Her Fantasy Box, is known for products like its Renew Her Yoni Oil, antiodor chlorophyll pills, boric acid intimate wash and other offerings priced under $20, plus its heavily-discounted bundles. Year-to-date, the brand has sold $4.2 million in feminine care products, per Charm.io, but in total (the brand also sells body washes, oils, scrubs and more) Her Fantasy Box's 2025 sales on TikTok Shop have topped $13.3 million."
Feminine care became the second-fastest-growing beauty subcategory on TikTok Shop in 2025, with about $17 million in U.S. sales, a 333 percent year-over-year increase. Special personal care showed even higher growth at 480 percent. Overall beauty sales on TikTok Shop exceeded $2.5 billion in the U.S., remaining the platform's top category. Popular feminine care items include pH-balancing cleansing gels, vaginal moisture supplements, flavored intimate wipes, probiotics and suppositories. Leading brands include Her Fantasy Box, which sold $4.2 million in feminine care year-to-date and $13.3 million total on the platform in 2025, and Salt.Xo, with about $2.8 million.
Read at WWD
Unable to calculate read time
Collection
[
|
...
]