TikTok Shop Beauty Sales Surge in Latin America Led by Chinese Brands

Latin America is rapidly emerging as one of the fastest-growing target destinations for Chinese beauty brands expanding overseas.

Data from TikTok e-commerce analytics platform EchoTik shows that in the first quarter of 2026, TikTok Shop's beauty and personal care category in Mexico led global growth with a 4,107% year-over-year sales surge, pushing gross merchandise value (GMV) from $6 million to $232 million. Mexico's overall beauty and personal care market has reached $1.28 billion, recording a compound annual growth rate (CAGR) of 6.2% from 2020 to 2025. Meanwhile, Brazil—the world's fourth-largest beauty market—is projected to grow from $36.97 billion in 2025 to $52.56 billion by 2030. Together, the two nations serve as TikTok Shop's core growth engines in Latin America.

TikTok launched its e-commerce operations in Mexico in February 2025 and opened its Brazil marketplace in May 2025. Combined monthly order volumes across both countries have approached nearly 10 million units, with beauty and personal care ranking as the second-largest product category in both markets. Based on July market data from TikTok analytics platform FastMoss, China Cosmetics analyzed consumer demand and brand dynamics across both key markets.

Mexico Ranking: Chinese Brands Expand Footprint

In July, TikTok Shop Mexico recorded over 3.03 million units sold in beauty and personal care, representing a month-over-month surge of 943.2%. Category activity was driven by 1.35 million product showcase videos and 87,900 e-commerce livestreams.

1. Multi-Brand Landscape: Chinese Exporters Claim Top Positions

Hair styling appliances claimed five of the top ten bestselling product spots in July, with Shenzhen-based Wavytalk securing four of those listings. Wavytalk initially entered TikTok Shop US in August 2023 before expanding to the UK and Mexico in early 2025. Within one year of operating in Mexico with just nine active stock keeping units (SKUs), the brand surpassed 180,000 total unit sales, generating over $30 million in revenue.

Beyond styling tools, fragrance listings also posted strong numbers. ASSEEK Ocean Men's Fragrance, a local Mexican fragrance brand with high visibility on TikTok, ranked second overall. Third place was claimed by KOS MUSE fragrance, owned by Japanese cosmetics group KOSÉ Corporation. Chinese scientific skincare brand QUARXERY ranked sixth with its anti-acne body wash, while false lash products filled the seventh and ninth positions.

Chinese functional skincare brand Dr.Leo also made multiple appearances in the top 20 rankings. Based in Guangdong and operated under Yinkou Group, Dr.Leo focuses on targeted skincare formulations for acne treatment, hydration, and brightening, expanding across North America and Southeast Asia using cross-border marketplaces and short-form video marketing.

2. QUARXERY: A Case Study in Product Localization

Founded in 2017, QUARXERY positions itself around active multi-benefit brightening formulations. The brand launched its international expansion in 2023 through content-driven e-commerce channels like TikTok. Upon launching in Mexico, QUARXERY reached top product rankings and captured up to 67% market share in its target sub-category.

At the 3rd China Cosmetics Go-Global Conference held in Shanghai on August 21, 2026, QUARXERY partner Chen Yanchu outlined operational lessons from direct field research across retail channels in Mexico and Brazil. Chen noted that relying strictly on domestic Chinese e-commerce strategies or product formulas often fails due to differences in climate, local culture, and skin needs. Deep localization at the product R&D level determines whether an international brand gains permanent traction or experiences only short-lived initial interest.

Brazil Ranking: Active Skincare Takes Center Stage

In July, TikTok Shop Brazil recorded 6.77 million units sold in beauty and personal care, up 666.15% month-over-month. E-commerce content reached 5.89 million promotional videos and 290,900 shopping livestreams.

1. Top 10 Rankings: Ingredient Claims Drive Consumer Choices

Functional skincare products dominated the top 10 bestselling items in Brazil. Skincare brand Zencial claimed first place with its Hyaluronic Acid Serum, while its Peptide Collagen Exosome Serum ranked fourth, posting a 159.91% month-over-month sales increase.

Cicatribem Skin Brightening Cream ranked third, while Popozuda Body Sculpting Cream ranked fifth, posting a 2,957.17% month-over-month surge. Popozuda, a Brazilian local body care brand, directly targets domestic consumer demand for body shaping products. PRINCIPIA Acne Treatment Kit ranked seventh, emphasizing science-based formulation claims.

Every top-ranking listing featured clear active ingredient positions: hyaluronic acid for hydration, collagen for anti-aging, skin brightening, body contouring, and acne control. This focus reflects Brazil's mature consumer base, where buyers prioritize clinical efficacy and ingredient transparency over novelty.

2. Operational Hurdles and In-Market Requirements

Brazil's monthly TikTok beauty sales volume is 2.2 times that of Mexico, offering a larger consumer base. However, unlike Mexico, Brazil does not support direct cross-border merchant accounts, requiring fully localized operations. Foreign beauty brands must register local legal entities, obtain CNPJ tax identification, establish local warehousing, and integrate with local payment networks like PIX.

Addressing these operational requirements, Grace Yan, CEO and Co-Founder of MBG Group, detailed a step-by-step roadmap for cosmetics suppliers entering Brazil from local entity setup to supply chain management during the Shanghai industry summit.

Industry Insights: Scaling Beauty Brands Across the Americas

July sales figures highlight that Latin America has shifted from an exploratory market into a core operational battleground for global cosmetics brands. Industry leaders and platform managers presented strategic roadmaps covering platform policy, content marketing, and logistics:

• Wang Huarong, TikTok Shop US Cross-Border POP Beauty Manager, broke down growth models for beauty merchants;
• Guo Hanrun, Co-founder of e-commerce intelligence platform Kalodata, analyzed personal care opportunities across North America;
• Chen Yanchu, Partner at QUARXERY, presented operational case studies on local product development;
• Bian Xiaoyu, Account Manager at TikTok for Business, shared content strategies for driving beauty sales;
• Huang Ping, Selection Director for China at Atiara Trading Inc. (supplier to Canada's T&T Supermarket), focused on Asian retail channels in North America;
• Wang Gang, Chief Industry Researcher at iResearch Data Cloud, mapped out cross-border trade paths across Latin America;
• Grace Yan, CEO of MBG Group, outlined end-to-end supply chain infrastructure for Brazil.

With Mexico leading global sales growth and Brazil expanding rapidly after one year of platform operations, Chinese beauty manufacturers are transitioning from tentative test launches to scaled regional operations.