Within the last few months, a handful of virality-driven brands with significant sales momentum through social media shopping channels, such as TikTok Shop , entered brick-and-mortar retail in the U.S. Among these is the K-beauty brand responsible for popularizing salmon sperm skin care, Medicube and Lili Reinhart’s acne-safe brand, Personal Day.

Medicube, specifically, saw a 1,142.81 percent increase in TikTok Shop revenue from 2024 to 2025, just before they launched at Ulta on Aug. 4, according to data from Charm.io. In May, alone, Medicube made $4.1 million. Personal Day totaled $770,801 in TikTok Shop revenue before entering Ulta on Aug. 10. Meanwhile, GuruNanda, the all-natural oral care brand famed for its Pulling Oil Mouthwash, was selling 10,000 to 20,000 units a day w

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