Key Takeaways:TikTok Shop shifts from visibility to conversion as AI-assisted retail reshapes shopping behavior.Wellness expands beauty’s scope by 64%; Tweakments blur skincare and aesthetics.Authenticity drives growth across all channels.The global beauty industry is in the midst of a seismic shift. Growth remains strong with global beauty and personal-care sales up around 10% year-over-year, according to NielsenIQ’s State of Beauty 2025 report. Yet more importantly, the drivers of growth are no longer constrained to traditional categories and channels. Digital-first strategies, social commerce, and the blurring of beauty into wellness rituals have moved from fringe variants into core strategic territory.One of the most dramatic changes in the last 18 months has been the ascendance of TikTok Shop as a destination for beauty brands. The e-commerce feature is available in 14 markets, with four expansions in 2025 so far. Once purely a visibility and social-engagement platform, TikTok now offers a direct path to purchase. TikTok Shop allows a combination of discovery, conversion, and community.In markets such as the UK and China, TikTok Shop is already ranked among the top beauty e-commerce merchants, ahead of many legacy channels. This is no longer an experimental channel; for many brands, it is a core pillar of distribution. On TikTok Shop, creators are not just influencers; they are sellers. Their authentic voice, ability to demonstrate a product live, and the immediacy of “shop now” links means that awareness and commerce converge. Brands can no longer treat social as awareness only and e-commerce as fulfillment.