People are buying supplements on TikTok Shop.
Data from Charm.io shows that supplement brands offering a wide variety of benefits — from gut health to hair growth to sleep quality and beyond — are doing big business on the social commerce platform, with the top 10 brands this year collectively exceeding an estimated $182 million in revenue during the last six months.
California-based Micro Ingredients leads the category, with roughly $31.2 million in sales year-to-date. The brand’s top seller is its Collagen Peptides Powder, which is priced at $31 for 40 packets and is powered by a blend of collagen peptides, biotin, vitamin C and hyaluronic acid.
Micro Ingredients also offers other popular products — including ashwagandha-infused softgels that are said to boost testosterone levels in men and women — which are frequently promoted and sold via the brand’s TikTok Shop livestreams.
While live selling has become increasingly popular across beauty categories, it’s particularly prominent in supplements, with the majority of the platform’s top-10 brands in the category incorporating them into their strategies regularly. Supplement products pages are often less detailed on TikTok Shop than they appear in other places, including brands’ owned channels, and these livestreams add a layer of insight into how the products work and who should use them.
Other top performers on the platform include Goli Nutrition for its vitamin gummies, and 2014-founded MaryRuth’s for its liquid hair growth supplement, which are among the few that also have footprints at big-box retailers like Walmart, Target and Whole Foods.
Physician’s Choice, a Chicago-based brand, ranks number-seven with $14.5 million in TikTok Shop sales this year. The brand recruited mega-influencer Alix Earle to post a video promoting its $17 fiber gummies in a deal that also granted the brand the rights to use Earle’s image where it sells the product, including on Amazon, where more than 30,000 units have sold this month.
The strategy is similar to that implemented by the TikTok-viral Korean supplement brand Foodology back in January, which tapped Kylie Jenner for a sponsored video promoting its debloating “cutting” jellies. Jenner’s face, as it appeared in the video, still appears alongside the jellies wherever they are sold online.
Though Foodology doesn’t rank as a top-10 supplement brand on TikTok Shop, another cutting jelly brand, Leefar, does.
