TikTok has revolutionised how consumers shop, with influencers being able to link directly to a shop as they advertise a clothing item, accessory, makeup palette and more.

Now, more than 30,000 beauty brands are active on the platform, with a category growth of 26 %.

A new type of shopping In September 2023, TikTok Shop was officially launched in the US, having been beta tested in the UK and Indonesia in 2021. By 2025, TikTok Shop became the UK’ s fourth largest beauty retailer, following a 60 % year-on-year growth.

Traditional e-commerce websites are being replaced, with 70 % of shoppers saying they have made a purchase through social media, according to the DHL E-Commerce Trends Report 2025. Moreover, 82 % of shoppers are influenced by viral trends, particularly those in Gen Z.

TikTok is changing how consumers are finding products and being influenced to purchase. Customer recommendations,‘ Get Ready With Me’ videos, or skincare

104 May 2026