Key Takeaways:
- Ulta Beauty, Sephora, and Boots are bringing major beauty retail onto TikTok Shop.
- Each retailer is pursuing a different social-commerce strategy, from acquisition to launches.
- Retailer storefronts create new opportunities and potential competition for brands already selling direct.
Six months ago, Ulta Beauty became the first major US beauty retailer to open an official TikTok Shop storefront. In September, Sephora followed suit. The latest retailer to succumb to TikTok Shop's pull? Boots.
On September 28, the UK beauty and pharmacy retailer launched its first TikTok Shop storefront, initially stocking a curated assortment from No7’s Pro Artist, Good Intent, and Prime Forever collections. More Boots brands and products will follow in the coming months, while the launch itself will be accompanied by a No7 Live shopping event and exclusive offers.
The New Era of Retail
Retailers joining TikTok Shop are reshaping beauty’s retail model. Until recently, TikTok was more likely to be seen as a place where beauty products went viral than as a place where established retailers sold them. But that distinction is quickly blurring.
TikTok says Live shopping sales have already increased 55% year over year in 2026, while beauty became one of TikTok Shop UK’s strongest and fastest-growing categories. In the US, beauty generated $2.7 billion on TikTok Shop in 2025, according to Charm.io, while more than a billion beauty-related searches occur on TikTok each month.
For retailers, that creates a relatively straightforward problem. TikTok increasingly influences what consumers want, which brands they discover, and, through TikTok Shop, where they can complete the transaction.
