The social commerce platform is an especially effective channel for these offerings: Many are priced under $40, making them no-brainer impulse buys, and the nature of TikTok Shop videos where creators share, often in a very off-the-cuff manner, the benefits they’ve experienced from using the products seem to lend credence to the usually dubious claims the makers of these items trade in.

An iodine nasal spray that sanitizes your nasal cavity to prevent illness? Sounds implausible, but when six different people—some of them nurses or other medical professionals—claim that a few spritzes a day have stopped their whole family from catching the flu, consumers are inclined to smash that buy button.

And they’re doing so at an astronomical rate. According to TikTok, its Black Friday sales reached a whopping $100 million. Data platform Charm estimates that TikTok generated in excess of $1 billion in beauty and personal care sales from September 2023 to September 2024, and the top five products were wellness products, including 15 Day Cleanse, Multi Collagen Peptides Powder and BetterAlt Himalayan Shilajit Resin.

A good portion of the wellness companies hawking products on TikTok Shop are TikTok Shop-centric, and similar to Amazon brands of old, they’re not transparent and trying to reach them for information about their business is difficult. Perhaps the intrigue adds to their allure, although it doesn’t inspire confidence in the efficacy of their products.

Still, with the MAHA movement that tends to eschew scientific and medical institutions emboldened and Robert F. Kennedy’s probable conformation as head of the Department of Health and Human Services, it’s a decent bet experimental wellness on TikTok and elsewhere will explode over the next four years. To get a glimpse of what could be in store, we dug into TikTok Shop to identify five way-out wellness products that speak to developing trends.

Not to be confused with consumer packaged goods startup BetterBrand, maker of the protein-packed Better Bagel, Betterbrand was launched in 2019 by Army veteran and pharmacist Chris Jackson, who’s had a lifelong passion for respiratory health. The brand, the only one on this list sold in traditional physical retail, including CVS and Walgreens, has a suite of lung health products called BetterLungs containing capsules, teas, gummies and tinctures formulated with plant-based ingredients like sea moss, elderberry and mullein.

A product in the BetterLungs range priced at $39.95, Mullein + Chlorophyll Drops is marketed as a detoxifying aid for people quitting cigarettes or vapes. Content creators promoting the product usually mention the ungodly amount of mucus they cough up from using it for 30 days. While most dilute the drops in water, some use the product sublingually. BetterLungs Drops has chlorophyll, long beloved by wellness girlies who employ the word “detox” as a synonym for weight loss. On Betterbrand’s website, it touts BetterLungs Mullein + Chlorophyll as great for allergy sufferers, people with air quality concerns as well as overall immunity support.

TikTok scrollers seeing a vial of white powder called Blow sold on the platform may do a double take—and that’s what the maker of it intends. Priced at $16.99, Blow is actually a powdered caffeine supplement with an eye-watering 400 milligrams of caffeine per single serving vial. For context, the average cup of coffee has 95 milligrams of caffeine. Blow bests the now discontinued Panera Charged Lemonade by at least 10 milligrams of caffeine, and that killed someone—allegedly.

Blow also contains 600 milligrams of inositol, a sugar made by the body that has become a popular nutritional supplement due to its ability to help control blood sugar. While many people may be buying it as a novelty item, people are buying it. Nearly 6,000 units have been sold and dupes called Bump and Nocaine have even emerged on TikTok.

Sean Gill launched supplement brand Triquetra in 2013 after a burnout-induced health scare landed him in the hospital at 22 years old. Over a decade later, Triquetra has grown its offerings to dozens of health supplements, from omega 3 capsules to liquid colloidal silver. The brand’s methylfolate drops is its most popular item on TikTok Shop, but flu season is bringing attention to its $24.99 Nasomin Nasal Iodine Spray, a nasal mist containing iodine and fulvic acid purported to “sanitize your nose from germs.”

According to the National Institutes of Health, iodine is a trace mineral found in foods that the body needs to make thyroid hormones. These hormones control the body’s metabolism and other important functions. Philip Cowley, a pharmacist and content creator that posts content under the handle @philsmypharmacist on TikTok, where he has 1.7 million followers, claims Nasomin can kill the bird flu and COVID. It’s currently sold out on Triquetra’s website due to the power of TikTok Shop.

Several videos promoting Mentalchemy’s $16.99 Haritaki First Eye Supplement talk about its ability to “decalcify and activate the pineal gland,” a function performed by popular psychedelic adjacent herbs like blue lotus and mucuna. Decalcifying the pineal gland, a tiny organ nestled in the back of the skull, may sound woo-woo, but there’s scientific evidence to support doing so.

Where the woo-woo comes in is the possible causes of its calcification. Cell phone use, fluoridated water and toothpaste have come under fire, but the main culprit is aging. Haritaki First Eye Supplement contains 1,000 milligrams of haritaki, an antioxidant-rich and versatile Ayurvedic herb. On Mentalchemy’s site, it claims that the product is “strong detoxifier” that “may provide cognitive support, while enriching your spiritual life by awakening intuition and opening the third eye.”

Today’s cannabis products are a far cry from the weed of yesteryear and boast up to an alarming 90% THC content, up from less than 2% a few decades ago. For regular imbibers, the towering THC content can lead to an impressive tolerance to THC and the need for greater cannabis to achieve the desired high. As such, pioneering entrepreneurs like Kush Queen founder Ollvia Alexander have created products like Tolerance Break Gummies designed to reduce tolerance levels by targeting mechanisms involved in tolerance buildup.

The Happiest Hour’s $25 Intensify Shots, one of seven of the brand’s targeted terpene-infused shots, are designed to enhance its customers’ favorite recreational substance. The brand suggests the shots will boost the high of everyday pot smokers who find it hard to get as high as they previously did. They feature the terpenes myrcene and caryophyllene to “help certain compounds pass through the blood-brain barrier and increase their effectiveness,” hence the name Intensify.