Moms, too, just want K-beauty.

At least, that’s what data from TikTok Shop detailing what sold best on the platform during the run-up to the holiday would indicate. Also dominating gift baskets were fragrances — which comprise beauty‘s fastest growing category — discounted skin care sets and devices, niche beauty offerings and more.

To gauge the beauty gifting themes that dominated this Mother’s Day, WWD polled executives at five beauty retailers including Macy’s, Amazon, TikTok Shop and the Saks Global family of retailers, including Saks Fifth Avenue, Neiman Marcus and Bergdorf Goodman, on what stood out during the period.

Here’s what they said.

1. Macy’s

As the fragrance destination, it’s no surprise that consumers were eager to shop this category ahead of Mother’s Day this year. 

“We had a great assortment of fragrance gift sets and tons of newness, including Chanel Chance Eau Splendide, $176, and the recently launched Maison Francis Kurkdijan online just in time for Mother’s Day,” said Julie Walsh, senior vice president of center core and beauty at Macy’s. “Customers enjoyed the floral scents that have a gourmand twist with the sweeter fruity note. Customers also shopped Macy’s fragrance wardrobing, offering multi-scent sets that allow for discovery and testing a variety of scents.” 

2. Amazon

This year, the two-week run-up to Mother’s Day coincided with Amazon’s annual Summer Beauty Event, which saw discounts of up to 35 percent off on brands from TikTok-loved Medicube to prestige favorites including Sol de Janeiro and Tarte Cosmetics. Sol de Janeiro’s Cheirosa 62 Perfume Mist, $38, in fact currently ranks as number-nine among the retailer’s top-trending beauty products; Hero Cosmetics’ Mighty Patch takes the top spot, followed by Clean Skin Club’s disposable makeup wipes and Eos’ Shea Better Body Lotion in the Vanilla Cashmere scent. 

3. Saks Fifth Avenue, Neiman Marcus 

Beauty was an especially hot category for Saks Fifth Avenue and Neiman Marcus shoppers this Mother’s Day. 

“At Saks Fifth Avenue and Neiman Marcus, we saw strong interest in niche fragrance offerings for Mother’s Day, particularly fruity floral and gourmand scents,” said Tatiana Birkelund, senior vice president, brand partnerships and buying, beauty, home and jewelry for Saks Fifth Avenue and Neiman Marcus. “Customers also gravitated toward high-performance luxury skin care, with nighttime and brightening treatments standing out for their noticeable and enduring results.”

In terms of specific fragrances that performed well at Saks Fifth Avenue, Birkelund pointed to new offerings like Spiky Muse Eau de Parfum and Acqua di Parma Mandarino Di Panarea Eau de Toilette, as well as some more niche offerings like Marc-Antoine Barrois Ganymede Eau de Parfum and Maison Crivelli Hibiscus Mahajád Extrait de Parfum that Neiman Marcus shoppers gravitated toward. In skin care, Clé de Peau Beauté  Synactif Nighttime Moisturizer and Chanel Sublimage La Crème Texture Suprême Ultimate Cream were also hits among Saks shoppers. Additionally, the Lyma Laser Pro Starter Kit was also a perfect gifting item this year. 

“Across Saks Fifth Avenue and Neiman Marcus, customers visited our stores seeking personalized service and memorable experiences. In the lead-up to the holiday, Saks Fifth Avenue hosted a highly successful fragrance event, offering customers the chance to discover and connect with new brands,” said Birkelund. “At Neiman Marcus, standout activations in select stores — such as the immersive Mind Games retail-tainment takeover and the Natura Bissé Bubble experience — captivated and delighted shoppers.”

4. TikTok Shop

TikTok Shop made a dedicated Mother’s Day push with its #TikTokShopMothersDay campaign, which entailed discounts on a number of brands including Elizabeth Arden, Nyx Professional Makeup and Ouai, plus guaranteed three-day shipping ahead of the holiday. Videos tagged with #TikTokShopMothersDay accumulated a total 450 million views, and the e-tailer told WWD that its top-selling beauty products during the period included Maybelline New York’s latest Colossal Bubble Washable Mascara, which retails for $12.99 and has sold more than 192,000 units on TikTok. 

This volume far exceeds that of the brand’s longer-standing mascaras, including its Lash Sensational Firework Mascara which has sold 11,700 units on the platform, and its waterproof Lash Sensational Sky High Mascara which has sold just over 1,000 units. 

Other Mother’s Day top-sellers included K-beauty brand Medicube’s eight-piece Glass Glow skin care set, which costs $93 and has sold 141,200 units in total on the platform, and WavyTalk’s Blowout Boost Ionic Thermal Brush, which starts at $33.97 and has sold more than 774,600 units on TikTok Shop. 

5. Bergdorf Goodman

According to Angela Welcome, Bergdorf Goodman’s associate divisional merchandise manager across cosmetics, fragrance, hair and eye accessories, fragrances were an unsurprising hit. New launches, specifically Creed Eladaria and Maison Francis Kurkdjian Kurky, performed well. Byredo Bal D’Afrique and Van Cleef & Arpels First were also popular amongst consumers. 

Furthermore, sets, particularly in skin care, were a go-to item for gifters. Welcome pointed out The Limited Edition Lifted and Contoured Eyes Collection from Cle de Peau and Crème de la Mer Limited Edition Complete Genaissance Set specifically. 

In addition to these categories, personalized touches were also especially successful this year. 

“Items that can be personalized with a thoughtful message in the form of painting or engraving are also very popular; a number of our partners such as Chantecaille offered such services at Bergdorf Goodman in the lead-up to Mother’s Day,” said Welcome.