TikTok Shop Becomes Key Growth Engine for Beauty Industry
Research shows that TikTok Shop has become a core channel for beauty brands to discover and convert customers, especially enhancing exposure for small brands. Its 'content is commerce' model is reshaping the consumer shopping path, making it an indispensable marketing territory for brands going global.
What are the key facts?
- 1In 2025, TikTok Shop became the fourth-largest retailer in beauty
- 267% of U.S. consumers discover new brands through TikTok Shop
- 372% of consumers discovered small brands on the platform
What happened?
TikTok Shop surged to become the fourth-largest retailer in the beauty sector in 2025, with sales in the U.S. market exceeding $1.55 billion. Surveys indicate that 67% of U.S. consumers discover new products through the platform, and small brands enjoy significantly higher visibility than larger brands, demonstrating its powerful potential as a discovery engine. As the content-driven e-commerce model gradually replaces traditional advertising, TikTok is receiving focused attention from beauty brands.
What does this mean for cross-border sellers?
For beauty and consumer goods sellers, TikTok Shop has become the preferred choice for cold-starting brands and acquiring new customers; increasing investment in short video and live content is recommended.