Key Takeaways:

• TikTok Shop is now the UK’s fourth-largest beauty retailer.
• One beauty product is sold every second. 
• TikTok Shop is reshaping how beauty products are discovered, marketed, and sold.

TikTok’s latest shopping report confirms what beauty insiders have already felt: TikTok Shop is reshaping how beauty products are discovered, marketed, and sold in the UK. A surge in livestream shopping, creator-led demos, and viral product moments underscores the platform’s growing power in the beauty ecosystem.

TikTok Shop created a space for beauty brands like Wonderskin, P.Louise, Glow For It, and Made by Mitchell to build businesses on top of viral moments. Their success, such as Made by Mitchell’s launch into British beauty retailer Boots, confirmed that having a space to market transformative, visual product stories and creator-led demos drives conversion. TikTok has become the UK's fourth-largest beauty retailer, with one beauty product sold every second on TikTok Shop UK. 

Key Figures:

• TikTok Shop’s top-performing category by gross merchandise value is Beauty & Personal Care, which delivers higher GMV than womenswear and home goods.
• 58% of TikTok users shop directly on the platform, translating to roughly 870 million users globally engaging with the shop feature.
• Notably, 55% of users say they make purchases after seeing products on TikTok, underlining the platform's direct response power.
• One Wonderskin Lip Stain is sold every five seconds on TikTok Shop.
• Over 356,000 posts for "#SkinBarrier," which signals skincare is about health, science, and self-empowerment, with a 28% hashtag video growth for the hashtag.

The most popular beauty searches of 2025 so far were GRWM (get ready with me), “Billie Eilish new hair,” “low taper fade,” “strawberry makeup,” and “heatless curls.”

In wellness, items like Glow for It Lengthening and Strengthening Lash Serum and Nature Spell Limited Edition Rosemary Hair Oil reflect a demand for results-driven self-care. Consumers are prioritizing products that deliver tangible results.

"The uglier you go to bed, the prettier you wake up," is the new mantra behind TikTok’s bedtime beauty routine. The slugging and heatless curl trends focus on a new kind of perfectionism, rooted in ritual and personal improvement. The bedtime beauty boom includes heatless curls, silk hair caps, mouth taping, chin straps for snatched jaws, overnight face masks and undereye patches, slugging, and belly wraps, with hashtags like #TheMorningShed, #NighttimeSkincare, and #Deshedding.

Conversely, TikTok Shop sales in the US have also seen success, surging 120% year over year (YoY), with Beauty & Personal Care ranking among the top-selling category alongside women’s apparel. According to GlobalData, 83% of shoppers say they discovered a new product on TikTok Shop, and 70% discovered a new brand. The platform has solidified its position in product discovery within the US and the UK. Over 8 million hours of live shopping sessions were hosted in the US in 2024, with 76% of consumers who engaged with TikTok Shop making purchases via livestreams.

For brands, staying relevant on TikTok Shop means more than just going viral; it requires aligning cultural conversations, embracing creator-led marketing, and offering results-driven, visually compelling products that tap into emerging rituals and evolving definitions of self-care. By responding to viral trends like bedtime beauty or skin barrier repair with agility and authenticity, brands can not only drive conversion, but also build long-term loyalty in a platform-first retail landscape.