TikTok Shop and the Beauty Boom

Natalie Grover
May 18
3 min read

Updated: Sep 17

Why Discovery-Driven Commerce is Redefining the Industry

TikTok has long been the place where beauty trends take off—skin cycling, cold girl makeup, and underpainting all started on #BeautyTok before hitting mainstream shelves. But now, thanks to TikTok Shop, those looks convert instantly - from scroll to sale.

This shift marks something bigger than a trend for health and beauty brands. It signals the rise of a new kind of commerce: discovery-first, creator-led, and deeply social-first.

🔍 Discovery Is the New Shelf Space

TikTok has fundamentally changed how people find beauty products:

Users are 1.9x more likely* to discover beauty products on TikTok than on other platforms.
They're 2.3x more likely* to take action after discovering a product.
54%* of TikTok users have purchased a beauty product in the last six months—almost double that of non-users.

Beauty on TikTok report*

This behaviour flips the traditional funnel on its head. Once, Discovery happened in-store or via ads, but now it's driven by creators, comments, and content stitched into your For You Page.

🛍️ TikTok Shop: From Inspiration to Instant Checkout

Launched to enable seamless in-app buying, TikTok Shop is rapidly becoming a core revenue driver for health and beauty brands. It reduces friction, shortens the path to purchase, and allows brands to:

Launch exclusive bundles or creator collaborations
Host LIVE shopping events that mirror the excitement of in-store demos
Use formats like Spark Ads to amplify organic content that already resonates

What makes this powerful is not just the tech, but the community-led creativity. TikTok audiences expect storytelling, transformation, and authenticity. Brands that lean into that culture, rather than repurposing traditional ad formats, stand out.

📈 Case Study: Made by Mitchell

One standout example is the UK-based indie brand Made by Mitchell, founded by makeup artist and creator Mitchell Halliday. Known for bold, expressive colour and a strong creator identity, MBM joined TikTok Shop in March 2022 and executed a smart, creator-led launch strategy.

By partnering with top creators like @itsnisrin and @amelia0livia, offering TikTok-exclusive bundles, and live-streaming from HQ, MBM:

Saw a 106% uplift in campaign sales
Generated 10.5M impressions across LIVEs
Grew their TikTok following 4x in just three months

Mitchell's direct engagement and community-first approach made the brand more than a product. It became a movement within BeautyTok.

Big Brands Are Taking Notes

It's not just indie founders seeing results. Brands like NYX Professional Makeup and Nivea have launched successful TikTok Shop activations, blending education with entertainment:

NYX uses creator-led tutorials and virtual try-ons to demo new shades.
Nivea focuses on skincare education and product science, making complex benefits scrollable and shareable.

These campaigns prove that TikTok isn't only for trends. It’s a full-funnel channel that drives real revenue.

So What Should Beauty Brands Do?

If you're in health or beauty, TikTok Shop should be considered as part of your social and content strategy. But success requires more than just uploading your products. Here's what winning brands are doing:

Lead with creators, not commercials

Authenticity matters more than polish. Partner with influencers who match your community's tone and needs.

Create exclusive experiences

Whether offering bundles, limited editions, or behind-the-scenes content, TikTok Shop performs best when audiences feel part of something special.

Use LIVE strategically

It's not just about selling. It’s about showing texture, shade, finish, and personality in real time. Think: product demo meets GRWM (get ready with me).

Measure beyond impressions

Look at sentiment, save rates, UGC creation, and repurchase patterns—not just sales spikes.

Final Thought: TikTok Is the New Beauty Counter

As a strategist who has worked across brand, content, and creator strategy in beauty, I've seen firsthand how platforms like TikTok are no longer just inspiration hubs. They're conversion ecosystems. The brands that win aren't the ones shouting the loudest. They’re building with and for their communities.