TikTok Shop is rewriting the rules of beauty commerce, and legacy brands can’t afford to ignore it. In a new article for Cosmetics Business, Eva Liu, Social Commerce Director for the UK & US Markets, explores how the platform has rapidly become the UK’s fourth-largest beauty retailer and a cultural engine shaping how consumers discover and purchase products.
Eva breaks down why smaller, digital-native brands have dominated TikTok Shop to date, and what legacy beauty brands must do to compete: embrace agility, streamline decision-making, and invest in always-on, creator-led content that responds to trends in real time.
Drawing on early adopters such as L’Oréal, Maybelline and Garnier, she highlights how leading brands are leveraging exclusive drops, live events, and immersive storytelling to build direct relationships with consumers and drive meaningful commercial impact, particularly around key retail moments like Black Friday.
Eva argues that TikTok Shop isn’t just the future of beauty commerce; it is now at the centre of beauty culture. Brands that adapt quickly and take a content-driven, culturally intelligent approach will be the ones that succeed.
Read the full article here.
