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.
Beauty overall brought in more than $2.5 billion in U.S. sales on TikTok Shop in 2025, maintaining its position as the social commerce platform’s number-one category.
Within feminine care, the platform’s most popular products run the gamut. There are pH-balancing cleansing gels; vaginal moisture-boosting supplements; flavored intimate wipes, vaginal probiotics and suppositories, and more.
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. Founded in 2022 by Kayla Rowe, the buzzy brand also sells direct-to-consumer and on Amazon, and reportedly is in talks with a U.S. retailer to soon make its brick-and-mortar retail foray.
The number-two brand, Salt.Xo, is also digitally native and like Her Fantasy Box was founded by a Black woman. Launched by Jhalesa Seymour in 2019, Salt.Xo exceeded $2.8 million in feminine care sales on TikTok Shop in 2025, with top performers including intimate washes and oils priced $25 and under.
Other top brands include The Pink Bible, known for its intimate sprays that come in scents like Cranberry Honey and Watermelon Juice, as well as Love Wellness and O Positiv, both of which sell at big-box retailers like Ulta Beauty and Target.
The top 10 brands by U.S. sales of feminine care products on TikTok Shop in 2025, per Charm.io.
1. Her Fantasy Box: $4.2M
Her Fantasy Box Renew Her Yoni Oil
2. Salt.Xo: $2.8M
Salt.Xo Seedless Yoni Gel
3. Vagy Rejuvenation: $1.6M
Vagy Rejuvenation Wet by Nature Vaginal Moisture Supplement
4. SMNutrition: $845,413
SMNutrition Vulva Rescue Cream
5. Lactomedi: $816,781
Lactomedi Intimate Care Gel
6. The Pink Bible: $610,385
The Pink Bible Cranberry Honey Inti-Mist
7. Sweetums: $336,594
Sweetums
8. Louise Care: $301,370
Louise Care Detox Tampons
9. Love Wellness: $291,338
Love Wellness Good Girl Probiotics
10. O Positiv: $292,697
O Positiv Uro Vaginal Probiotic Capsules and Boric Acid Suppositories
