Despite the looming possibility of a TikTok ban on January 19, many beauty brands are still all in on TikTok Shop. At a little over a year old, TikTok’s shopping extension, which allows its users to buy and sell products without leaving the app, has grown to be a more popular retailer among Americans than SHEIN, SEPHORA and home shopping TV (QVC), based on sales. That’s according to a 2025 consumer trends report by investment firm Coefficient Capital and Dan Frommer, founder of digital publication The New Consumer.
