How Tarte dominates TikTok Shop: the creator-led model that generates millions

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

Tarte Cosmetics is crushing TikTok Shop US

And this success does not come from their brand account, but from a creator-led model where Affiliation, volume and UGC replace the “brand content” logic.

This guide summarizes what French brands need to understand about this system before investing in TikTok Shop.