Videos drive 87% of sales
Short video sold $1.10M of the $1.26M. LIVE added 8.6% and the shop tab 4.1%.
30 days to 19 October 2026TikTok Shop US · Brand profile
The Ordinary TikTok Shop sales and top products
By DanielUpdated 21 October 2026Data to 19 October 202630 days from 20 SeptemberTikTok Shop US, estimatedHow this is estimated
TokConnect Shop Analytics puts The Ordinary's TikTok Shop US sales at an estimated $1.26M for the 30 days to 19 October 2026, from 116K units at $10.87 each on average. That ranks #174 of 1,070 tracked brands, and #46 of 231 in Beauty & Personal Care as the source files it. In the last 7 complete days it was up 1% 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.
Key statistics
Free to quote and share with a link to this page. Each figure comes from the data listed under Method and sources.
The Ordinary made an estimated $1.26M on TikTok Shop US in the 30 days to 19 October 2026.
The Ordinary sold an estimated 116K units at an average price of $10.87 in the 30 days to 19 October 2026.
Affiliate creators drove 90% of The Ordinary's estimated TikTok Shop source revenue in the 30 days to 19 October 2026; accounts carrying its own name made 6.5%.
The Ordinary ranks #174 of 1,070 tracked TikTok Shop brands by estimated revenue in the 30 days to 19 October 2026 and #46 of 231 in Beauty & Personal Care.
Lacto-PDRN* 4% + B9 Eye Cream was The Ordinary's best-selling listing: an estimated $260.6K, 21% of headline revenue, in the 30 days to 19 October 2026.
Over 13 to 19 October, the last 7 complete days, The Ordinary brought in $176.3K, up 1% on the 7 days before ($175.1K). Across the tracked brands the same comparison was unchanged; those days include a platform-wide surge. The difference from the tracked brands is under 20 points, which is too small to call a trend for this brand.
Key facts about The Ordinary on TikTok Shop
- Brand
- The Ordinary
- Market
- TikTok Shop US
- Window
- 30 days, 20 September to 19 October
- Updated
- 21 October 2026
- Estimated revenue
- $1.26M
- Estimated units
- 115,761
- Average price
- $10.87
- Revenue rank
- #174 of 1,070 tracked brands
- Category rank
- #46 of 231 in Beauty & Personal Care, as the source files it
- From affiliates
- 90%
- From brand-named accounts
- 6.5%
- From LIVE
- 8.6%
- Listings with sales
- 116
- Best seller
- Lacto-PDRN* 4% + B9 Eye Cream, $260.6K
- New listings in the window
- 3
What stands out about The Ordinary
#174 of 1,070 brands
In the 30 days to 19 October 2026, The Ordinary is #174 of 1,070 tracked brands by estimated 30-day revenue, and #46 of 231 in Beauty & Personal Care as the source files it. The leader in Beauty & Personal Care, medicube, made $29.02M. The Ordinary holds 0.5% of the revenue of the 231 Beauty & Personal Care brands tracked.
30 days to 19 October 20266 days at the top
23 to 28 September: 6 days in a row at $74.6K to $96.0K a day, 44% of the complete days in the window. A typical day made $28.7K.
30 days to 19 October 2026An average sale of $10.87
That is 41% of the $26.45 median for Beauty & Personal Care brands in the same data.
30 days to 19 October 2026Small creators do the selling
Affiliates with under 50K followers made 59% of the revenue of the top 99 affiliates, and they are 61 of them.
30 days to 19 October 2026Up 1% on the week before, market 0%
Over 13 to 19 October, the last 7 complete days, The Ordinary brought in $176.3K, up 1% on the 7 days before ($175.1K). Across the tracked brands the same comparison was unchanged; those days include a platform-wide surge. The difference from the tracked brands is under 20 points, which is too small to call a trend for this brand.
30 days to 19 October 2026Go deeper in TokConnectWhich The Ordinary products grew fastest on TikTok Shop in the last 7 days, and who is selling them?
Analyst note
The Ordinary is a DECIEM skincare brand that describes its offer as clinical formulations with integrity. Estée Lauder Companies completed its acquisition of DECIEM Beauty Group in June 2024.
At $10.87 an average sale, it took 116K units to reach $1.26M. Lacto-PDRN* 4% + B9 Eye Cream leads at 21% and the top three listings made 38%, among 116 that sold. Affiliates drove 90%, while the brand's own store made 6.5%.
6 days in a row (23 to 28 September) ran at $74.6K to $96.0K a day, against a typical day of $28.7K.
Over 13 to 19 October, the last 7 complete days, The Ordinary brought in $176.3K, up 1% on the 7 days before ($175.1K). Across the tracked brands the same comparison was unchanged; those days include a platform-wide surge. The difference from the tracked brands is under 20 points, which is too small to call a trend for this brand.
Analyst note based on this page's numbers and the sources listed below, updated 21 October 2026. How these pages are made. Outside facts: theordinary.com, Wikipedia (Estee Lauder Companies).
The numbers behind The Ordinary
TokConnect Shop Analytics, TikTok Shop US, estimated, 30 days to 19 October 2026
Show the numbers as a table
| Date | Est. revenue | Est. units | Affiliates | Brand and linked accounts | Shop tab and mall | Day |
|---|---|---|---|---|---|---|
| 20 September | $43.4K | 3,775 | $40.7K | $1.4K | $1.3K | complete |
| 21 September | $56.3K | 5,402 | $52.9K | $2.2K | $1.3K | complete |
| 22 September | $67.2K | 6,594 | $54.0K | $10.2K | $2.9K | complete |
| 23 September | $96.0K | 9,504 | $85.8K | $4.2K | $6.1K | complete |
| 24 September | $92.2K | 8,925 | $81.3K | $5.5K | $5.3K | complete |
| 25 September | $86.6K | 7,964 | $75.1K | $6.1K | $5.3K | complete |
| 26 September | $82.6K | 7,996 | $72.7K | $4.9K | $5.1K | complete |
| 27 September | $89.8K | 8,750 | $77.3K | $7.0K | $5.6K | complete |
| 28 September | $74.6K | 7,098 | $60.9K | $13.4K | $309 | complete |
| 29 September | $56.2K | 5,404 | $43.3K | $8.9K | $4.0K | complete |
| 30 September | $54.7K | 5,054 | $43.4K | $8.1K | $3.3K | source reports low |
| 1 October | $30.9K | 2,908 | $28.3K | $2.4K | $254 | source reports low |
| 2 October | $26.0K | 2,424 | $25.4K | $313 | $279 | complete |
| 3 October | $17.1K | 1,474 | $16.8K | $150 | $159 | complete |
| 4 October | $17.1K | 1,375 | $16.7K | $228 | $144 | complete |
| 5 October | $16.6K | 1,361 | $16.4K | $138 | $67 | complete |
| 6 October | $16.4K | 1,388 | $16.0K | $169 | $267 | complete |
| 7 October | $17.7K | 1,464 | $16.7K | $274 | $761 | complete |
| 8 October | $35.8K | 3,185 | $33.9K | $259 | $1.6K | complete |
| 9 October | $32.0K | 2,924 | $31.3K | $448 | $207 | complete |
| 10 October | $26.9K | 2,270 | $26.2K | $265 | $432 | complete |
| 11 October | $24.3K | 2,026 | $23.8K | $258 | $237 | complete |
| 12 October | $22.0K | 1,905 | $21.6K | $197 | $199 | complete |
| 13 October | $18.9K | 1,649 | $18.6K | $144 | $168 | complete |
| 14 October | $17.6K | 1,498 | $17.1K | $165 | $332 | complete |
| 15 October | $27.2K | 2,304 | $26.3K | $647 | $264 | complete |
| 16 October | $28.1K | 2,321 | $27.2K | $476 | $365 | complete |
| 17 October | $32.4K | 2,638 | $30.1K | $1.0K | $1.3K | complete |
| 18 October | $29.3K | 2,353 | $27.5K | $1.5K | $386 | complete |
| 19 October | $22.7K | 1,828 | $21.6K | $754 | $354 | complete |
TokConnect Shop Analytics, TikTok Shop US, estimated, 30 days to 19 October 2026
Show the numbers as a table
| Source | Est. revenue | Share of source total |
|---|---|---|
| Affiliates | $1.13M | 89.7% |
| Brand accounts | $81.6K | 6.5% |
| Shop tab and mall | $48.2K | 3.8% |
TokConnect Shop Analytics, TikTok Shop US, estimated, 30 days to 19 October 2026
Show the numbers as a table
| Channel | Est. revenue | Share of source total |
|---|---|---|
| Video | $1.10M | 87.3% |
| LIVE | $107.7K | 8.6% |
| Shop tab and search | $51.8K | 4.1% |
TokConnect Shop Analytics, TikTok Shop US, estimated, 30 days to 19 October 2026
Show the numbers as a table
| # | Product | Est. revenue | Est. units | Avg price | Share of headline revenue |
|---|---|---|---|---|---|
| 1 | Lacto-PDRN* 4% + B9 Eye Cream | $260.6K | 29K | $9.00 | 20.7% |
| 2 | The Set | $117.9K | 7.7K | $15.39 | 9.4% |
| 3 | Multi-Peptide Serum for Hair Density, 2 Fl Oz | $97.6K | 4.5K | $21.50 | 7.8% |
| 4 | Serum Foundation | $95.7K | 15K | $6.53 | 7.6% |
| 5 | Glycolic Acid 7% Exfoliating Toner | $83.5K | 9.9K | $8.46 | 6.6% |
| 6 | Glycolic Acid 7% Exfoliating Toner Duo | $67.3K | 4.5K | $14.99 | 5.3% |
| 7 | Lash Curl Finisher | $39.1K | 4.3K | $8.99 | 3.1% |
| 8 | The Mini Discovery Set | $38.8K | 1.8K | $21.32 | 3.1% |
| 9 | PHA 5% Exfoliating Lip Serum | $36.0K | 4.5K | $8.00 | 2.9% |
| 10 | Volufiline 92% + Pal-Isoleucine 1% | $35.4K | 2K | $17.97 | 2.8% |
TokConnect Shop Analytics, TikTok Shop US, estimated, 30 days to 19 October 2026
Show the numbers as a table
| Group | Share of headline revenue |
|---|---|
| Top listing | 20.7% |
| Listings 2 and 3 | 17.1% |
| Listings 4 to 10 | 31.4% |
| Other listings | 30.7% |
TokConnect Shop Analytics, TikTok Shop US, estimated, 30 days to 19 October 2026
Show the numbers as a table
| Price band | Listings | Est. revenue | Share of the top listings |
|---|---|---|---|
| Under $10 | 29 | $628.3K | 50.7% |
| $10 to $25 | 51 | $518.3K | 41.8% |
| $25 to $50 | 17 | $90.8K | 7.3% |
| $50 to $100 | 3 | $1.9K | 0.2% |
TokConnect Shop Analytics, TikTok Shop US, estimated, 30 days to 19 October 2026
Show the numbers as a table
| Measure | Group | Value |
|---|---|---|
| Affiliate share of revenue | The Ordinary | 90% |
| Affiliate share of revenue | Category median | 91% |
| Affiliate share of revenue | Other brands median | 89% |
| Average selling price | The Ordinary | $10.87 |
| Average selling price | Category median | $26.45 |
| Average selling price | Other brands median | $35.74 |
| LIVE share of revenue | The Ordinary | 9% |
| LIVE share of revenue | Category median | 14% |
| LIVE share of revenue | Other brands median | 13% |
| Last 7 complete days on the 7 before | The Ordinary | +1% |
| Last 7 complete days on the 7 before | Tracked brands | 0% |
TokConnect Shop Analytics, TikTok Shop US, estimated, 30 days to 19 October 2026
Show the numbers as a table
| Follower band | Creators | Est. revenue driven | Share |
|---|---|---|---|
| under 10K | 15 | $110.1K | 14.4% |
| 10K to 50K | 46 | $346.1K | 45.1% |
| 50K to 250K | 29 | $272.6K | 35.6% |
| 250K to 1M | 5 | $21.2K | 2.8% |
| 1M or more | 4 | $16.8K | 2.2% |
Go deeper in TokConnectWhich videos and LIVE streams drove The Ordinary's TikTok Shop sales in the last 7 days? Show views, revenue and whether they are ads.
The Ordinary's top products on TikTok Shop
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 | Lacto-PDRN* 4% + B9 Eye Cream20.7% of revenue | $260.6K | 29K | $9.00 | – | 25 Aug 2026 |
| 2 | The Set9.4% of revenue | $117.9K | 7.7K | $15.39 | 13% | 6 Feb 2024 |
| 3 | Multi-Peptide Serum for Hair Density, 2 Fl Oz7.8% of revenue | $97.6K | 4.5K | $21.50 | 11% | 19 Jan 2024 |
| 4 | Serum Foundation7.6% of revenue | $95.7K | 15K | $6.53 | – | 25 Feb 2025 |
| 5 | Glycolic Acid 7% Exfoliating Toner6.6% of revenue | $83.5K | 9.9K | $8.46 | – | 12 Sep 2023 |
| 6 | Glycolic Acid 7% Exfoliating Toner Duo5.3% of revenue | $67.3K | 4.5K | $14.99 | 7% | 27 Sep 2024 |
| 7 | Lash Curl Finisher3.1% of revenue | $39.1K | 4.3K | $8.99 | – | 11 Dec 2025 |
| 8 | The Mini Discovery Set3.1% of revenue | $38.8K | 1.8K | $21.32 | – | – |
| 9 | PHA 5% Exfoliating Lip Serum2.9% of revenue | $36.0K | 4.5K | $8.00 | – | 23 Sep 2025 |
| 10 | Volufiline 92% + Pal-Isoleucine 1%2.8% of revenue | $35.4K | 2K | $17.97 | 11% | 13 Nov 2025 |
| 11 | Mini Hyaluronic Acid 2% + B52.7% of revenue | $33.5K | 4.2K | $8.00 | – | – |
| 12 | The Lip Essential Trio2.5% of revenue | $32.0K | 1.1K | $29.67 | 16% | 29 Mar 2026 |
| 13 | Salicylic Acid 2% Solution2.3% of revenue | $28.6K | 5K | $5.77 | – | – |
| 14 | Smooth Operator Duo1.7% of revenue | $21.6K | 1.2K | $17.98 | – | – |
| 15 | Daily Hydration Glass Bottle1.7% of revenue | $21.0K | 1.5K | $14.10 | – | – |
4 listings ($18.6K, 1.5% 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 Lacto-PDRN* 4% + B9 Eye Cream from The Ordinary on TikTok Shop, and how much did each one drive in the last 30 days?
Accounts named after The Ordinary
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 |
|---|---|---|---|---|
| The Ordinary Store | 402K | $81.6K | 9% | 8.5K |
Only accounts whose name or handle is the brand's own name are shown.
TokConnect
What TokConnect adds to this page
A page can only show a snapshot. Ask TokConnect and it runs the same Shop Analytics for The Ordinary live, down to the creator, the video and the LIVE.
- Creators selling it nowWho is selling The Ordinary on TikTok Shop right now? Rank the affiliates by revenue in the last 7 days, with follower counts and the products each one sells.Ask in TokConnect
- The videos and LIVEs behind itShow the top videos and LIVE streams selling The Ordinary on TikTok Shop US in the last 7 days, with views, revenue and whether each one is an ad.Ask in TokConnect
- What buyers complain aboutWhat do TikTok Shop buyers praise and complain about for Lacto-PDRN* 4% + B9 Eye Cream from The Ordinary? Summarise the review themes and how many reviews sit behind each.Ask in TokConnect
- Products ranked by growthRank The Ordinary's TikTok Shop products by 7-day revenue growth, with price, commission and launch date.Ask in TokConnect
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.
Questions about The Ordinary on TikTok Shop
Is The Ordinary on TikTok Shop?
The Ordinary has a live TikTok Shop US presence. The source tracks 1 storefront for it, which sold about 116K units for an estimated $1.26M in the 30 days to 19 October 2026. Among 1,070 tracked brands that is #174.
How much does The Ordinary sell on TikTok Shop?
$1.26M of estimated revenue and about 116K units over the 30 days to 19 October 2026; a typical sale was $10.87.
What is The Ordinary's best-selling product on TikTok Shop?
Lacto-PDRN* 4% + B9 Eye Cream, with an estimated $260.6K (21% of headline revenue) on 29K units at $9.00 in the 30 days to 19 October 2026. Behind it come The Set at $117.9K and Multi-Peptide Serum for Hair Density, 2 Fl Oz at $97.6K.
Do affiliates drive The Ordinary's sales on TikTok Shop?
Affiliates account for 90% of the estimated sales, which is $1.13M. The rest splits between brand-named accounts (6.5%), linked host accounts (0%) and the shop tab and mall (3.8%). Window: 30 days to 19 October 2026.
How is The Ordinary's TikTok Shop revenue changing?
Over 13 to 19 October, the last 7 complete days, The Ordinary brought in $176.3K, up 1% on the 7 days before ($175.1K). Across the tracked brands the same comparison was unchanged; those days include a platform-wide surge. The difference from the tracked brands is under 20 points, which is too small to call a trend for this brand.
How are The Ordinary's TikTok Shop numbers estimated?
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 The Ordinary's own accounts. How this is estimated.
Method and sources
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 The Ordinary's 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. 4 listings ($18.6K, 1.5% of the source total) are priced unreliably by the source and stay out of the product tables. The price check matched 84% of the revenue of the top 100 listings to the source's own flag. Product tables and price bands cover the top 100 listings, 98% of headline revenue; the source counts 116 listings with sales. Ranks and medians compare The Ordinary 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.