TikTok Shop’s Wellness Surge: Feminine Care Sales Skyrocket to $17 Million in 2025
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The meteoric rise of TikTok Shop is extending beyond beauty, with a significant surge in wellness product sales – notably in the feminine care category. Data indicates a growing consumer comfort level with purchasing intimate wellness products through the social commerce platform, signaling a potential shift in how these items are marketed and sold.
Data from Charm.io reveals that feminine care was the number-two beauty category by sales growth on TikTok Shop in 2025, reaching approximately $17 million in U.S. sales. This represents a remarkable 333 percent increase compared to the previous year, trailing only the 480 percent growth observed in “special personal care” – a category encompassing items like heat patches and insect repellents. beauty products generated over $2.5 billion in U.S. sales on TikTok Shop in 2025, solidifying its position as the platform’s leading category.
Leading the charge is Her Fantasy Box, founded by Erika Chase, which generated $4.2 million in feminine care sales year-to-date, contributing to a total of $13.3 million in overall sales on the platform in 2025, according to Charm.io. Her Fantasy Box is known for its affordable offerings, including its Renew Her Yoni Oil, antiodor chlorophyll pills, and boric acid intimate wash, often bundled together at discounted prices. The company currently sells direct-to-consumer, on Amazon, and is reportedly in discussions to launch in a brick-and-mortar retail partnership within the U.S.
Black Women Entrepreneurs Drive Innovation
The number-two brand, Salt.Xo, also exemplifies the trend of digitally native, Black women-owned businesses thriving on TikTok Shop. Launched in 2019 by Jhalesa Seymour, Salt.Xo surpassed $2.8 million in feminine care sales in 2025, with its intimate washes and oils – priced under $25 – proving particularly popular.
Other notable brands in the top 10 include The Pink Bible,known for its scented intimate sprays; and established brands Love Wellness and O Positiv,which are also available at major retailers like Ulta Beauty and Target.
Top 10 Feminine Care Brands on TikTok Shop (2025)
Here’s a breakdown of the top 10 brands by U.S.sales on TikTok Shop in 2025, according to Charm.io:
- Her Fantasy Box: $4.2M
- Her Fantasy Box Renew Her Yoni Oil
- Salt.Xo: $2.8M
- Salt.Xo Seedless Yoni Gel
- Or Rejuvenation: $1.6M
- Vagy Rejuvenation Wet by Nature Vaginal Moisture Supplement
- SMNutrition: $845,413
- SMNutrition Vulva Rescue Cream
- lactomedium: $816,781
- Lactomedi Intimate Care Gel
- The Pink Bible: $610,385
- The Pink Bible Cranberry Honey Inti-Mist
- Sweetums: $336,594
- sweetums
- Louise Care: $301,370
- Louise Care Detox Tampons
- Love wellness: $291,338
- Love Wellness Good Girl Probiotics
- O Positive: $292,697
The rapid growth of the feminine care category on TikTok Shop underscores the platform’s increasing influence on consumer purchasing habits and the evolving landscape of wellness retail.
