TikTok Shop's largest Health & Beauty category? Supplements - Nutra Ingredients

The category outperformed facial skin care ($637 million) and fragrance ($315 million). Overall, TikTok Shop generated more than $4.4 billion in Health & Beauty sales during the period and reached nearly 10% of US households. Speaking with NutraIngredients, Anna Mayo, vice president of the beauty vertical at NIQ, said the figures highlight the platform’s growing role in supplement discovery. “Vitamins and supplements are one of the fastest-growing categories in health and beauty right now, with sales up 11.0% versus 8.4% for the category as a whole, [and] TikTok Shop is a major contributor to that growth,” she said. Discovery and repeat purchase Explore related questions Beta Mayo explained that TikTok Shop primarily functions as a discovery and trial channel for supplement brands. “The platform is helping shoppers discover new brands and is fueling a culture of impulse purchasing that more established e-commerce platforms simply aren’t built for in the same way,” she said. She highlighted Micro Ingredients, Goli, Mary Ruth’s, and Physician’s Choice as ranking among the platform’s leading supplement brands. “Each of them made their name through social-first selling,” she noted. While discovery remains TikTok Shop’s primary role, NIQ data suggests supplement consumers are returning after their initial purchase. “Vitamins and supplements buyers on TikTok Shop are getting more loyal to the retailer,” she added. Vitamin and supplement buyers place an average of 2.8 orders per year on TikTok Shop and spend $98 annually in the category, according to Mayo, “which tells us shoppers aren’t just making a one-time impulse purchase, but also coming back to purchase the category again and again”. She added that average spend per buyer exceeds spending levels reported for drug and mass retail channels, although it remains below Amazon’s average of $236 per buyer. “What that tells us is that TikTok Shop is no longer a niche or low-ticket channel for supplements,” she said. Trust and channel strategy NIQ’s consumer research has also found TikTok users generally view the platform as credible, particularly younger consumers, Mayo said. NielsenIQ Omnibus Survey data collected in February 2026 found that 53% of TikTok users reported no impact on trust following recent changes to TikTok’s US ownership structure. Twenty-six percent reported increased trust, while 21% reported decreased trust. Therefore, brands should view TikTok Shop as complementary to other e-commerce channels rather than a replacement, she noted. “The right way to think about it is complementary, not competitive...Amazon, DTC, and traditional online retailers each play a distinct role in the path to purchase, and TikTok Shop sits at the top, driving discovery, trial, and brand awareness,” she said. TikTok Shop’s influence also extends beyond transactions completed on the platform. “Share of voice on TikTok Shop drives sales growth both on and off the platform,” she said. Though TikTok Shop reaches a small but growing fraction of US households, she added that its role in product discovery will continue to influence purchasing behavior across multiple channels, noting that “presence on TikTok Shop is no longer optional, and the brands building it now are the ones that will benefit across their entire business.” The data cited in this article were shared with NutraIngredients by NielsenIQ and are based on NielsenIQ ecommerce sales data covering the 52 weeks ending February 2026 and NielsenIQ Omnibus Survey data collected in February 2026.