Hair Growth Products Are Booming on TikTok Shop

Hair growth products are having a big moment on TikTok Shop.

Data from Charm.io shows that six of the top 10 hair care brands on TikTok Shop in April are best known for hair growth products, ranging from viral K-beauty brand Dr. Groot to longtime MLM Monat.

As a category, hair care has doubled in size on TikTok Shop year-over-year, with 12-month sales ending in April totaling $36.9 million, up from $18.3 million the year prior. Hair care still ranks fifth in terms of beauty categories on the platform though, with skin care, fragrance, makeup and bath and body all comprising greater portions of share.

Across channels, hair growth has become a booming category, particularly following the COVID-19 pandemic.

On Amazon, Nutrafol’s women’s hair growth supplement has for years been the single most-purchased beauty product, while retailers like Ulta Beauty and Sephora have added hair-density boosting brands like Divi and Dr. Groot, respectively, to their assortments.

Still, that TikTok Shop’s hair category is so dominated at the top by hair growth products is unique.

In addition to Monat and Dr. Groot, Charm.io numbers show that during the month of April, top hair brands on the platform included Bask & Lather Co, which reached $3 million in revenue and is known for its $20 Scalp Stimulator Hair Growth Oil.

There was also Root Labs, which offers a roll-on scalp density serum powered by saw palmetto and caffeine, priced at $30 for a one-month supply, and DS Laboratories, which has been around since 2007 and sells in dermatologist offices and Target in addition to TikTok Shop.

Outside of hair-growth players, top brands in April included Based Bodyworks, a digitally native brand loved among Gen Z boys for its styling products; Color Wow, and a brand named Bare Anatomy Haircare, which also sells on Amazon.

Kitsch is also a top performer, albeit not for the hair accessory and care products that make it buzzy across its other points of distribution, but rather, its reusable shower caps, which have sold more than 200,000 units on TikTok Shop.