Source: TikTok Creator Search Insights via TokConnect, 21 October 2026. Search counts are TikTok's figure for the last 7 days; the arrow compares the latest reading with the average of the previous six days. TikTok Shop items: estimated revenue, TikTok Shop US, 30 days to 18 October 2026, growth against the 30 days before.
tokconnectStart free By DanielUpdated 21 October 2026Data to 19 October 202630 days from 20 SeptemberTikTok Shop US, estimatedHow this is estimated
TokConnect Shop Analytics puts e.l.f. Cosmetics' TikTok Shop US sales at an estimated $2.03M for the 30 days to 19 October 2026, from 167K units at $12.20 each on average. Only 75 of 1,070 tracked brands sold more, and it is #21 of 231 in Beauty & Personal Care as the source files it. In the last 7 complete days it was down 3% on the 7 before, against level with the same earlier days for the tracked brands.
Revenue for 30 Sep and 1 Oct is reported low across the whole data source, so 30-day totals can read a little low.
Free to quote and share with a link to this page. Each figure comes from the data listed under Method and sources.
e.l.f. Cosmetics made an estimated $2.03M on TikTok Shop US in the 30 days to 19 October 2026.
e.l.f. Cosmetics sold an estimated 167K units at an average price of $12.20 in the 30 days to 19 October 2026.
Affiliate creators drove 91% of e.l.f. Cosmetics' estimated TikTok Shop source revenue in the 30 days to 19 October 2026; accounts carrying its own name made 7.2%.
e.l.f. Cosmetics ranks #76 of 1,070 tracked TikTok Shop brands by estimated revenue in the 30 days to 19 October 2026 and #21 of 231 in Beauty & Personal Care.
24 Day Express Your Beauty Advent Calendar was e.l.f. Cosmetics' best-selling listing: an estimated $245.9K, 12% of headline revenue, in the 30 days to 19 October 2026.
Over 13 to 19 October, the last 7 complete days, e.l.f. Cosmetics brought in $670.2K, down 3% on the 7 days before ($690.0K). Across the tracked brands the same comparison was unchanged (the windows include platform-wide surge days). That is within 20 points of the tracked brands, so no brand-specific trend shows.
In the 30 days to 19 October 2026, e.l.f. Cosmetics is #76 of 1,070 tracked brands by estimated 30-day revenue, and #21 of 231 in Beauty & Personal Care as the source files it. The leader in Beauty & Personal Care, medicube, made $29.02M. e.l.f. Cosmetics holds 0.8% of the revenue of the 231 Beauty & Personal Care brands tracked.
30 days to 19 October 2026The biggest listing is 12.1% of revenue. The top 10 listings make 52%; the source counts 324 listings with sales.
30 days to 19 October 2026e.l.f. Cosmetics added 15 products in the 30 days and they sold $447.1K, 22% of revenue. Best launch: 24 Day Express Your Beauty Advent Calendar ($245.9K).
30 days to 19 October 2026Among the top 99 affiliates for e.l.f. Cosmetics, those with fewer than 50K followers drove 67% of the revenue.
30 days to 19 October 2026That is 46% of the $26.45 median for Beauty & Personal Care brands in the same data.
30 days to 19 October 2026Over 13 to 19 October, the last 7 complete days, e.l.f. Cosmetics brought in $670.2K, down 3% on the 7 days before ($690.0K). Across the tracked brands the same comparison was unchanged (the windows include platform-wide surge days). That is within 20 points of the tracked brands, so no brand-specific trend shows.
30 days to 19 October 2026Go deeper in TokConnectWhich e.l.f. Cosmetics products grew fastest on TikTok Shop in the last 7 days, and who is selling them?
e.l.f. Cosmetics was founded in June 2004, is headquartered in Oakland, California, trades on the NYSE as ELF, and has generally low-priced products. Its average sale here is $12.20.
The biggest listing is 24 Day Express Your Beauty Advent Calendar at 12% of the $2.03M headline, and the top three make 28%, so no single item carries the page. With 324 listings selling, a creator pitching the brand can choose from a wide range at low prices.
The new listings matter more than usual: 15 of them made 22% of revenue. A competitor can read that as a range still adding sales, not coasting on old lines. 20 listings ($143.2K, 7.0% of the source total) are priced unreliably by the source and stay out of the product tables.
Affiliates made 91% of sales, the brand's own account 7.2% and LIVE 15%.
Analyst note based on this page's numbers and the sources listed below, updated 21 October 2026. How these pages are made. Outside facts: e.l.f. Cosmetics (Wikipedia).
TokConnect Shop Analytics, TikTok Shop US, estimated, 30 days to 19 October 2026
| Date | Est. revenue | Est. units | Affiliates | Brand and linked accounts | Shop tab and mall | Day |
|---|---|---|---|---|---|---|
| 20 September | $62.3K | 5,595 | $61.4K | $317 | $538 | complete |
| 21 September | $54.9K | 4,752 | $54.1K | $200 | $593 | complete |
| 22 September | $29.8K | 2,604 | $23.5K | $5.5K | $699 | complete |
| 23 September | $26.4K | 2,296 | $25.7K | $206 | $563 | complete |
| 24 September | $31.9K | 2,912 | $25.6K | $6.0K | $315 | complete |
| 25 September | $43.3K | 4,476 | $41.2K | $722 | $1.4K | complete |
| 26 September | $32.3K | 3,200 | $30.6K | $609 | $1.2K | complete |
| 27 September | $35.2K | 3,543 | $33.6K | $778 | $749 | complete |
| 28 September | $27.4K | 2,594 | $21.6K | $5.4K | $407 | complete |
| 29 September | $35.9K | 4,027 | $33.7K | $616 | $1.6K | complete |
| 30 September | $31.4K | 3,619 | $26.8K | $4.4K | $235 | source reports low |
| 1 October | $34.3K | 3,919 | $30.1K | $3.6K | $656 | source reports low |
| 2 October | $64.2K | 6,604 | $55.2K | $7.8K | $1.2K | complete |
| 3 October | $65.4K | 6,841 | $62.9K | $522 | $1.9K | complete |
| 4 October | $47.9K | 4,711 | $46.8K | $155 | $915 | complete |
| 5 October | $49.9K | 4,493 | $40.8K | $8.5K | $580 | complete |
| 6 October | $58.5K | 4,934 | $50.0K | $8.1K | $411 | complete |
| 7 October | $68.0K | 5,554 | $63.0K | $4.0K | $912 | complete |
| 8 October | $76.4K | 5,927 | $58.0K | $15.1K | $3.4K | complete |
| 9 October | $105.4K | 7,556 | $85.2K | $19.4K | $725 | complete |
| 10 October | $153.0K | 10,382 | $149.3K | $1.7K | $2.0K | complete |
| 11 October | $120.6K | 7,828 | $117.6K | $1.4K | $1.6K | complete |
| 12 October | $108.2K | 7,623 | $102.7K | $5.0K | $516 | complete |
| 13 October | $88.1K | 5,644 | $79.2K | $8.3K | $556 | complete |
| 14 October | $101.8K | 7,154 | $95.9K | $4.4K | $1.5K | complete |
| 15 October | $120.1K | 8,932 | $101.1K | $17.6K | $1.5K | complete |
| 16 October | $106.3K | 7,923 | $94.1K | $11.1K | $1.1K | complete |
| 17 October | $107.2K | 8,579 | $104.8K | $1.3K | $1.0K | complete |
| 18 October | $91.3K | 7,684 | $89.0K | $1.2K | $1.1K | complete |
| 19 October | $55.6K | 4,695 | $51.5K | $3.4K | $726 | complete |
TokConnect Shop Analytics, TikTok Shop US, estimated, 30 days to 19 October 2026
| Source | Est. revenue | Share of source total |
|---|---|---|
| Affiliates | $1.85M | 91.3% |
| Brand accounts | $147.2K | 7.2% |
| Shop tab and mall | $30.6K | 1.5% |
TokConnect Shop Analytics, TikTok Shop US, estimated, 30 days to 19 October 2026
| Channel | Est. revenue | Share of source total |
|---|---|---|
| Video | $1.69M | 83.1% |
| LIVE | $295.8K | 14.6% |
| Shop tab and search | $47.4K | 2.3% |
TokConnect Shop Analytics, TikTok Shop US, estimated, 30 days to 19 October 2026
| # | Product | Est. revenue | Est. units | Avg price | Share of headline revenue |
|---|---|---|---|---|---|
| 1 | 24 Day Express Your Beauty Advent Calendar | $245.9K | 2.6K | $94.93 | 12.1% |
| 2 | Glow Reviver Lip Oil Stick, 3.3mL | $165.3K | 17K | $10.00 | 8.1% |
| 3 | Build Your Glow Up Lip Trio, 3-Piece | $153.2K | 10K | $15.00 | 7.5% |
| 4 | Glow Reviver Melting Lip Balm, 15.4mL | $106.6K | 12K | $9.00 | 5.2% |
| 5 | Never Thirsty Shampoo & Conditioner | $80.9K | 4.5K | $18.01 | 4.0% |
| 6 | Glow Reviver Flavor Balm Lip Duo | $72.8K | 3.9K | $18.82 | 3.6% |
| 7 | POP Tromsø Holiday Body Care + Lip Bundle | $71.2K | 2.6K | $27.17 | 3.5% |
| 8 | Prep, Set, Glow Trio | $59.3K | 2.5K | $23.71 | 2.9% |
| 9 | SKIN Holy Hydration! Travel Size, 5 Piece | $56.4K | 2.8K | $20.01 | 2.8% |
| 10 | Halo Glow Body & Lip Glow Bundle: Goddess Body Balm | $43.5K | 1.8K | $24.04 | 2.1% |
TokConnect Shop Analytics, TikTok Shop US, estimated, 30 days to 19 October 2026
| Group | Share of headline revenue |
|---|---|
| Top listing | 12.1% |
| Listings 2 and 3 | 15.7% |
| Listings 4 to 10 | 24.1% |
| Other listings | 48.1% |
TokConnect Shop Analytics, TikTok Shop US, estimated, 30 days to 19 October 2026
| Price band | Listings | Est. revenue | Share of the top listings |
|---|---|---|---|
| Under $10 | 47 | $417.4K | 23.0% |
| $10 to $25 | 44 | $984.6K | 54.3% |
| $25 to $50 | 8 | $164.2K | 9.1% |
| $50 to $100 | 1 | $245.9K | 13.6% |
TokConnect Shop Analytics, TikTok Shop US, estimated, 30 days to 19 October 2026
| First sold | Product | Est. revenue |
|---|---|---|
| 20 September | SKIN Thirst Burst BFF Lip Duo | $4.0K |
| 25 September | Shimmer & Shine Stick Duo | $10.8K |
| 25 September | Never Thirsty Hair Travel Bundle | $5.5K |
| 28 September | Glow & Go Hair Bundle | $15.9K |
| 4 October | POP Tromsø Holiday Body Care + Lip Bundle | $71.2K |
| 4 October | POP Tromsø Holiday Body Care Collection | $26.0K |
| 7 October | Power Grip Gold Drip Primer & Setting Spray Duo | $41.6K |
| 7 October | Power Grip Setting Spray Trio | $893 |
| 8 October | Squeeze Me Lip Balm Flavor Flashback | $24.7K |
| 9 October | 24 Day Express Your Beauty Advent Calendar | $245.9K |
| 13 October | SKIN Reset Bundle | $63 |
| 13 October | SKIN Holy Hydration! Barrier Goals Cream | $30 |
| 16 October | Slick Back Routine Bundle | $350 |
| 16 October | SKIN Holy Hydration! .conic Skin Routine | $150 |
| 16 October | SKIN Holy Hydration! .ssentials, 3-Piece | $45 |
TokConnect Shop Analytics, TikTok Shop US, estimated, 30 days to 19 October 2026
| Measure | Group | Value |
|---|---|---|
| Affiliate share of revenue | e.l.f. Cosmetics | 91% |
| Affiliate share of revenue | Category median | 91% |
| Affiliate share of revenue | Other brands median | 89% |
| Average selling price | e.l.f. Cosmetics | $12.20 |
| Average selling price | Category median | $26.45 |
| Average selling price | Other brands median | $35.74 |
| LIVE share of revenue | e.l.f. Cosmetics | 15% |
| LIVE share of revenue | Category median | 14% |
| LIVE share of revenue | Other brands median | 13% |
| Last 7 complete days on the 7 before | e.l.f. Cosmetics | -3% |
| Last 7 complete days on the 7 before | Tracked brands | 0% |
TokConnect Shop Analytics, TikTok Shop US, estimated, 30 days to 19 October 2026
| Follower band | Creators | Est. revenue driven | Share |
|---|---|---|---|
| under 10K | 19 | $258.1K | 20.8% |
| 10K to 50K | 46 | $570.6K | 46.0% |
| 50K to 250K | 26 | $306.8K | 24.7% |
| 250K to 1M | 6 | $92.3K | 7.4% |
| 1M or more | 2 | $13.3K | 1.1% |
Go deeper in TokConnectWhich videos and LIVE streams drove e.l.f. Cosmetics' TikTok Shop sales in the last 7 days? Show views, revenue and whether they are ads.
Ranked by estimated revenue in the 30 days to 19 October 2026. Commission is the public affiliate rate where the source lists one. Listed is the listing date TikTok shows.
| # | Product | Est. revenue | Est. units | Avg price | Commission | Listed |
|---|---|---|---|---|---|---|
| 1 | 24 Day Express Your Beauty Advent Calendar12.1% of revenue | $245.9K | 2.6K | $94.93 | – | 9 Oct 2026 |
| 2 | Glow Reviver Lip Oil Stick, 3.3mL8.1% of revenue | $165.3K | 17K | $10.00 | 10% | 2 Dec 2025 |
| 3 | Build Your Glow Up Lip Trio, 3-Piece7.5% of revenue | $153.2K | 10K | $15.00 | 13% | 3 Jun 2026 |
| 4 | Glow Reviver Melting Lip Balm, 15.4mL5.2% of revenue | $106.6K | 12K | $9.00 | 11% | 7 Apr 2025 |
| 5 | Never Thirsty Shampoo & Conditioner4.0% of revenue | $80.9K | 4.5K | $18.01 | 11% | 16 Jun 2026 |
| 6 | Glow Reviver Flavor Balm Lip Duo3.6% of revenue | $72.8K | 3.9K | $18.82 | – | 17 Sep 2026 |
| 7 | POP Tromsø Holiday Body Care + Lip Bundle3.5% of revenue | $71.2K | 2.6K | $27.17 | – | 4 Oct 2026 |
| 8 | Prep, Set, Glow Trio2.9% of revenue | $59.3K | 2.5K | $23.71 | 14% | 4 Jun 2026 |
| 9 | SKIN Holy Hydration! Travel Size, 5 Piece2.8% of revenue | $56.4K | 2.8K | $20.01 | 15% | 15 Sep 2023 |
| 10 | Halo Glow Body & Lip Glow Bundle: Goddess Body Balm2.1% of revenue | $43.5K | 1.8K | $24.04 | 13% | 5 Sep 2026 |
| 11 | Power Grip Gold Drip Primer & Setting Spray Duo2.0% of revenue | $41.6K | 1.9K | $22.50 | – | 7 Oct 2026 |
| 12 | Frizz To Rizz Haircare Trio: Hydrate + Smooth1.9% of revenue | $38.1K | 1.4K | $27.04 | 15% | 16 Jun 2026 |
| 13 | 3-in-Wonder Styling Cream & Wand Duo: The Set1.7% of revenue | $35.3K | 2.4K | $15.02 | – | – |
| 14 | The Real Dill: New Pickle Glow Reviver Melting1.6% of revenue | $33.2K | 1.4K | $24.04 | 11% | 20 Aug 2026 |
| 15 | Soft Glam Makeup Set1.5% of revenue | $31.1K | 1.6K | $18.96 | – | – |
20 listings ($143.2K, 7.0% of the source total) are priced unreliably by the source and stay out of the product tables. They are left out of this table and the product charts.
Go deeper in TokConnectWhich creators sell 24 Day Express Your Beauty Advent Calendar from e.l.f. Cosmetics on TikTok Shop, and how much did each one drive in the last 30 days?
15 listings sold for the first time in the 30 days to 19 October 2026, $447.1K together (22% of revenue).
| Product | First sold | Est. revenue | Est. units | Avg price |
|---|---|---|---|---|
| 24 Day Express Your Beauty Advent Calendar | 9 October | $245.9K | 2.6K | $94.93 |
| POP Tromsø Holiday Body Care + Lip Bundle | 4 October | $71.2K | 2.6K | $27.17 |
| Power Grip Gold Drip Primer & Setting Spray Duo | 7 October | $41.6K | 1.9K | $22.50 |
| POP Tromsø Holiday Body Care Collection | 4 October | $26.0K | 2.1K | $12.49 |
| Squeeze Me Lip Balm Flavor Flashback | 8 October | $24.7K | 5K | $4.99 |
| Glow & Go Hair Bundle | 28 September | $15.9K | 754 | $21.05 |
| Shimmer & Shine Stick Duo | 25 September | $10.8K | 579 | $18.64 |
| Never Thirsty Hair Travel Bundle | 25 September | $5.5K | 576 | $9.58 |
| SKIN Thirst Burst BFF Lip Duo | 20 September | $4.0K | 325 | $12.25 |
| Power Grip Setting Spray Trio | 7 October | $893 | 31 | $28.81 |
| Slick Back Routine Bundle | 16 October | $350 | 14 | $24.97 |
| SKIN Holy Hydration! .conic Skin Routine | 16 October | $150 | 6 | $25.00 |
Accounts on TikTok that carry the brand's own name, with the revenue each sold in the window.
| Account | Followers | Est. revenue | From LIVE | Est. units |
|---|---|---|---|---|
| e.l.f. Cosmetics@elfyeah | 3M | $147.2K | 84% | 13K |
Only accounts whose name or handle is the brand's own name are shown.
A page can only show a snapshot. Ask TokConnect and it runs the same Shop Analytics for e.l.f. Cosmetics live, down to the creator, the video and the LIVE.
50 free credits, no card, failed calls are free. Works in , , and TokConnect Chat. Try the free TikTok Shop analytics tool or read the TikTok Shop MCP guide.
e.l.f. Cosmetics has a live TikTok Shop US presence. The source tracks 1 storefront for it, which sold about 167K units for an estimated $2.03M in the 30 days to 19 October 2026. Among 1,070 tracked brands that is #76.
An estimated $2.03M in the 30 days to 19 October 2026, a typical day of about $63.2K, on 167K units at an average price of $12.20. These are estimates built from TikTok sold counts and listed prices.
24 Day Express Your Beauty Advent Calendar, with an estimated $245.9K (12% of headline revenue) on 2.6K units at $94.93 in the 30 days to 19 October 2026. Second and third are Glow Reviver Lip Oil Stick, 3.3mL ($165.3K) and Build Your Glow Up Lip Trio, 3-Piece ($153.2K).
Mostly: $1.85M of the $2.03M source revenue came through affiliates, 91%. Accounts named after the brand brought $147.2K (7.2%), linked host accounts 0% and the shop tab and mall $30.6K (1.5%), in the 30 days to 19 October 2026.
Over 13 to 19 October, the last 7 complete days, e.l.f. Cosmetics brought in $670.2K, down 3% on the 7 days before ($690.0K). Across the tracked brands the same comparison was unchanged (the windows include platform-wide surge days). That is within 20 points of the tracked brands, so no brand-specific trend shows.
TokConnect Shop Analytics estimates units from TikTok's sold counter and revenue as units times the listed price, for the 30 days to 19 October 2026. They are estimates, not e.l.f. Cosmetics' own accounts. How this is estimated.
Estimated from TikTok Shop sold counts and listed prices, 30 days to 19 October 2026. Source: TokConnect Shop Analytics, TikTok Shop US. Units follow TikTok's sold counter and revenue is units times the listed price, so every figure here is an estimate, not e.l.f. Cosmetics' own accounts. Pulled on 21 October 2026; the last complete day of data is 19 October 2026. Revenue for 30 Sep and 1 Oct is reported low across the whole data source, so 30-day totals can read a little low. Those days are left out of every peak, growth and typical-day figure and are not estimated. 20 listings ($143.2K, 7.0% of the source total) are priced unreliably by the source and stay out of the product tables. The price check matched 92% of the revenue of the top 100 listings to the source's own flag. Product tables and price bands cover the top 100 listings, 89% of headline revenue; the source counts 324 listings with sales. Ranks and medians compare e.l.f. Cosmetics with the 1,070 brands the source tracks at $250K or more in 30 days. Individual affiliate creators are never named; only accounts carrying the brand's own name are. Read the full method and corrections policy. Questions or corrections: dj@tokconnect.com.
