Tarte Cosmetics: inside a $45M TikTok Shop success story

1.6 million products sold in six months. $45M in GMV.

On TikTok Shop US, Tarte Cosmetics has built a sales model powered less by its own brand account and more by a thriving ecosystem of creators.

The winning formula? Affiliate marketing, UGC, and content at scale, rather than a traditional brand-led content strategy.

In this guide, discover the key drivers behind Tarte Cosmetics' success and actionable insights that French brands can apply to grow their sales on TikTok Shop.