The Story
Tarte Cosmetics joined TikTok Shop during its 2023 beta program, testing products like Maracuja Juicy Lip and Tartelette Tubing Mascara. By March 2025, they had crossed $105 million in total TikTok Shop revenue.
What makes Tarte's success remarkable: they haven't invested any money into establishing their TikTok Shop presence. Instead, they leveraged their existing QVC livestream expertise and built a massive affiliate network of micro to mid-tier creators.
The numbers are staggering: $8 million in just 30 days, averaging $264,000 daily. During Black Friday-Cyber Monday 2024, Tarte hit $15.33 million—making them the #1 US beauty brand on TikTok Shop. A single November livestream pulled in over $750,000.
Most of their revenue comes through affiliates earning 15-20% commission. On their 12-hour Black Friday livestream with 25,000 average viewers, 70% of sales came from non-followers. TikTok Shop isn't just driving direct revenue—it's creating a triple-digit halo effect on wholesale retail.
"TikTok Shop is the first significant social commerce we've seen in the U.S. We're both getting branding content out in the world and producing direct revenue from it."
— Sam Kitain, CMO, Tarte Cosmetics