When BeautyMatter last sat down with TikTok’s beauty team at our NEXT Summit in October 2023, TikTok Shop was barely a month old—an intriguing experiment that left many legacy beauty executives scratching their heads and on the sidelines, waiting to see how the platform evolved. Fast forward 18 months, and TikTok Shop has surged to become the eighth-largest beauty retailer in the US, according to NielsenIQ, with growth outpacing even digital giants like Shein and Sephora. What was once a curiosity has now become a competitive imperative, especially within beauty.

At last month’s Shoptalk in Las Vegas, we had the opportunity to do a quick check-in with Ajay Salpekar, GM of Beauty at TikTok Shop US. TikTok’s presence at the conference was a major focal point of excitement and intrigue—from their show floor booth that was perpetually mobbed with brands and creators looking for insights on how to capture some of the magic of the platform for their own audiences to TikTok-themed talks that were standing-room-only.

Despite the specter of political uncertainty in the US, what is certain is that brands seem largely unconcerned; they are more focused on how TikTok and TikTok Shop fit into their omnichannel marketing and growth strategies in a beauty landscape that has become increasingly consolidated and competitive. The beauty shopper doesn’t seem too concerned either, given that, according to the company, since launch, the number of people shopping on the platform every month has nearly tripled. “TikTok Shop has been an absolute game-changer for the industry,” said Salpekar. “Not only does it allow users to watch and enjoy beauty-related content; they can seamlessly purchase those products from within the app.” The brands on the platform have evolved over the last 18 months from primarily smaller, visionary brands willing to experiment with content and livestreaming to an integrated ecosystem of global brands selling alongside small businesses alike.

TikTok Shop has emerged as a new model of discovery-driven shopping, powered by content, creators, and culture. According to Salpekar, “TikTok Shop is helping beauty brands lean into that moment of discovery in smarter, more strategic ways. It’s exciting to see how emerging beauty brands are being discovered. In fact, four out of five TikTok users have told us that they discovered a new brand that they had not heard of on TikTok Shop. This really opens the door for beauty brands of all sizes to succeed.” The beauty category, in particular, lends itself to discovery-driven shopping because it is trend-driven, making it easier for TikTok’s algorithm to introduce relevant brands and products into a user’s feed. The net result is a democratization of e-commerce, allowing brands, no matter the size, to reach an engaged audience through creative, high-quality, shoppable videos and livestreams.

The Playbook for Success on TikTok Shop

So how can beauty brands break through?

TikTok Shop isn’t just about selling products—it’s about meeting the moment of discovery with content that converts. Success comes down to a few core tactics:

1. Invest in Shoppable Content (Not Just Ads):
   Static ads don’t cut it. TikTok Shop favors content that educates, entertains, and seamlessly integrates a product moment. Think tutorials, GRWMs, and behind-the-scenes content that feels native to the platform.
    
2. Go LIVE—and Go Often:
   TikTok LIVE has emerged as a standout format for beauty. It blends real-time product demos, creator Q&As, and seamless shopping. According to TikTok, the number of creator LIVE sessions has nearly tripled over the past year. The payoff? Canvas Beauty’s Stormi Steele made $2 million in one mega-LIVE this last holiday season.
    
3. Leverage Creator Affiliation, Not Just Influence:
   TikTok’s affiliate tools allow creators to organically monetize content by linking to products. This incentivizes authentic brand mentions and gives smaller brands access to a creator economy at scale.
   
   
4. Prioritize Authenticity over Audience Size:
   A massive following isn’t required. What matters is quality and compelling content. TikTok’s algorithm is discovery-first, meaning an unknown brand can go viral overnight if it resonates.
   
   
5. Experiment with Launches, Not Just Discounts:
   While discounts helped TikTok Shop build early momentum, they’re no longer the primary driver. TikTok Shop is becoming a launchpad—a place where brands debut new SKUs and exclusive drops and invite customers to be part of the team behind their favorite brands. According to TikTok, “We see loyalty and sales driven by the quality of content and authenticity, rather than price incentives.”

For early adopters of the platform that complained about TikTok’s “clunky” onboarding process, the company invested in making that process smoother. Brands can now take advantage of a suite of tools like Shop Academy, Shop Seller Center, and Shop Seller Missions, providing hands-on guidance to help brands get from setup to sales.

The Road Ahead

TikTok Shop’s future remains dynamic—particularly as it faces political scrutiny in the US. But for now, beauty brands ignoring the platform do so at their own peril.

The next phase of growth will belong to those who embrace TikTok as a retail destination, not just a marketing channel. That means reorganizing teams, rethinking content strategy, and reimagining product development around moments of virality and cultural relevance.

In a beauty landscape defined by attention and authenticity, TikTok Shop isn’t just another #trend—it’s becoming a pillar of modern retail.