The Rise of Wellness Products on TikTok Shop
In recent times, TikTok Shop has seen a remarkable expansion of its beauty market, now embracing the wellness sector as well. According to data from Charm.io, feminine care emerged as the second-most rapidly growing beauty category on TikTok Shop in 2025, boasting a staggering $17 million in U.S. sales. This represents a phenomenal 333% growth from the previous year, closely following the explosive 480% growth in a category dubbed “special personal care,” which features items like heat patches and ice packs. With beauty sales surpassing an impressive $2.5 billion on TikTok Shop, it confirms the platform’s dominance in social commerce, positioning beauty as its top category.
Within feminine care, TikTok Shop has cultivated a diverse selection of popular products. The range includes pH-balancing cleansing gels, moisture-boosting supplements, flavored intimate wipes, and even vaginal probiotics. These items offer a holistic approach to feminine wellness, reflecting a growing awareness and acceptance of personal care. Among these, the top brand, Her Fantasy Box, leads the charge with innovations like Renew Her Yoni Oil, chlorophyll pills designed to combat odor, and boric acid intimate wash—all priced affordably below $20. This brand alone accounted for $4.2 million in feminine care sales year-to-date, with total sales reaching a remarkable $13.3 million, underlining its popularity on the platform.
Founded by Kayla Rowe in 2022, Her Fantasy Box has achieved significant sales not just through TikTok Shop but also through direct-to-consumer channels and Amazon. The brand is reportedly exploring opportunities to penetrate brick-and-mortar retail, indicating a potential shift toward a more traditional sales model. This transition from online to physical retail spaces could further amplify its reach and market presence, particularly as consumers continue to gravitate toward products that resonate with their personal health and wellness needs.
Trailing behind Her Fantasy Box in sales is Salt.Xo, another brand making waves on TikTok Shop. Founded in 2019 by Jhalesa Seymour, Salt.Xo brought in over $2.8 million in feminine care sales in 2025, specializing in intimate washes and botanical oils. The brand’s commitment to quality, affordability, and community connection has paid off, as its products are designed to cater to a wide range of consumers seeking intimate wellness solutions. Both brands are noteworthy not only for their sales figures but also for being female-founded, emphasizing the growing influence of women entrepreneurs in the wellness space.
Alongside Her Fantasy Box and Salt.Xo, various other brands are carving out their space in the TikTok Shop wellness category. The Pink Bible, known for its delightful intimate sprays in unique scents like Cranberry Honey, has garnered attention within the community. Other respected brands include Love Wellness and O Positiv, both of which also maintain a presence in larger retail chains like Ulta Beauty and Target. This blend of digital-native brands and established retailers indicates a trend where wellness and beauty intersect, further solidifying the role of social media platforms in shaping these segments.
The top ten brands in U.S. feminine care sales on TikTok Shop in 2025 reflect an evolving industry. Notable names include Vagy Rejuvenation, SMNutrition, and Lactomedi, revealing the range of products consumers are interested in from moisture supplements to vulva creams. As challenges and changes technology continues to introduce to the market, these brands exemplify how consumer preferences are driving innovations in personal care. With interactive platforms like TikTok Shop facilitating direct engagement between brands and consumers, the future directions of feminine care and wellness sectors look promising, encouraging a more informed and holistic approach to personal health.