They started in kitchens, living rooms and moments of heartbreak. Now these five women have each sold more than $1 million on TikTok Shop, and they built it by talking to us like family.
We’ve always known how to sell. Our mothers sold plates, pressed hair in the kitchen and turned a church fan into a business card. So it makes sense that some of the biggest wins on TikTok Shop today belong to Black women. The five founders here have made more than $75 million on the platform combined. They didn’t get there with polished ad campaigns. They went live, told the truth about their lives and built products for the problems we actually have.
They also did it in one of the toughest rooms in retail. U.S. TikTok Shop sales hit $11.8 billion in the first half of 2026, up 103%, according to research firm Momentum Works. But Marketplace Pulse reports that the top 1% of sellers bring in 60% of all sales. Most sellers never break through. These women did, and they’re showing the rest of us how.
Here they are, counting up to No. 1.
5. SooSlick: Elizabeth Adeoye, $1M+
Every woman who has wrestled a bodysuit on over tummy control, under a dress, before a long night out will understand Elizabeth Adeoye. After she had her daughter, the Nigerian-born founder wanted to feel snatched without layers. So she and her husband, Alexander, created SooSlick, clothing with the shapewear built right in.
“We literally started with, what, $300?” Adeoye told the Las Vegas Sun. The couple sold on Amazon first, then opened their TikTok Shop in February 2023. Within a year, SooSlick passed $1 million in sales, with more than 200 million views and 40,000 orders driven by creators who loved the fit. TikTok named the brand one of just 10 accounts in its “Loved by locals” category.
Alexander said it best: he’s proud of his wife for taking it “from nothing to here.”
Shop: SooSlick on TikTok
4. LYS Beauty: Tisha Thompson, $5.2M+
Ask any Black woman about the first time a makeup counter had nothing in her shade, and she’ll tell you exactly where she was standing. Tisha Thompson spent more than 20 years as a makeup artist and beauty executive making sure that moment happened less often. When she launched LYS Beauty in 2021 from Kennesaw, Georgia, she called it “a personal love letter to myself.”
That love letter now reaches millions. LYS calls itself the first Black-owned clean makeup brand at Sephora, and every product is under $30. Its No Limits Cream Bronzer Stick has more than 1 billion views on TikTok, and the brand made more than $5.2 million on TikTok Shop in the 12 months ending October 2025. In 2025, Thompson closed an eight-figure Series A. Today you can find LYS in every U.S. Sephora, about 900 Sephora at Kohl’s stores and on TikTok Shop in the U.K.
Clean beauty used to look like it wasn’t made for us. Thompson changed that.
Shop: LYS Beauty on TikTok
3. Her Fantasy Box: Kayla Rowe, $19.9M+
Feminine care is the kind of thing a lot of us were taught to whisper about. Kayla Rowe decided we didn’t have to. She built Her Fantasy Box out of heartbreak, after a personal loss led her to look hard at what women were putting on and in their bodies. In 2022, she and her cofounder and fiancé, JR Polycarpe, launched a plant-based line made with her public health background.
Her Fantasy Box doesn’t shame women into buying. It’s funny, honest and full of real women talking about real things. That approach made it the top feminine care brand on TikTok Shop, with more than $19.9 million in sales there over 12 months. When the brand showed up at the 2025 ESSENCE Festival of Culture, the line wrapped around its pink booth and it sold out 20,000 units. Rowe says the company, which has brought in about $120 million in three years, is “100 percent bootstrapped.”
She took a conversation women were told to keep quiet and turned it into a community.
Shop: Her Fantasy Box on TikTok
2. Canvas Beauty: Stormi Steele, $20.6M
Stormi Steele is a hairstylist first, so she knows our hair and she knows our stories. She launched Canvas Beauty in 2018 with products she made in her kitchen in Huntsville, Alabama. By 2020 the brand had made $20 million. By 2022 it was barely breaking even.
A lot of people would have walked away. Steele went back to work. In 2023 she launched Body Glaze, a whipped body butter that smells like dessert, and told her story on TikTok just as it was, ups and downs included. The community showed up. Canvas has made $20.6 million on TikTok Shop, and Steele says she was the first creator to sell $1 million in a single TikTok Live. On Black Friday 2024, Canvas made $3 million in one day, including $2.1 million from a 12-hour live.
Her comeback is a reminder that a slow season doesn’t have to be the end of the story.
Shop: Canvas Beauty on TikTok
1. Bask & Lather: Shaina Rainford, $29M
This one starts with a mother’s love and a family recipe. When Shaina Rainford‘s younger sister lost her hair after a scalp infection was misdiagnosed as dandruff, their mother mixed a homemade oil to help it grow back. It worked. Rainford, a nurse practitioner from the Bronx, faced her own hair loss in 2020, tried the oil herself and shared the journey online. That’s how Bask & Lather was born.
The family never stopped being part of it. Rainford’s then 14-year-old son went viral on TikTok “complaining” about how fast the Scalp Stimulator made his hair grow. Today Bask & Lather’s Edge Control is No. 1 on both Amazon and TikTok Shop, and the brand has made $29 million on TikTok Shop. As of August 2026, it’s in 1,900 Walmart stores across 48 states. Rainford has built all of it with no outside investors, and the brand is reportedly on track for $100 million to $125 million in revenue this year.
From wash day to Walmart shelves, she kept it in the family, and she made it to No. 1.
Shop: Bask & Lather on TikTok
What They’re Building for Us
None of these women waited for permission. They didn’t wait for a buyer to say yes or an investor to believe in them. They talked straight to us, and we answered with our dollars and our loyalty. Every order is a vote for brands that see us. Every live stream proves that our stories sell. And every one of these founders is opening a door for the next Black woman with a product, a phone and a dream.
Sales figures come from the founders, TikTok and independent data firms, including Charm.io.
