Since launching late last year, TikTok Shop has become a valuable sales channel for beauty brands, both large and small. The social shopping platform allows consumers to discover and purchase products within the app, transforming how brands engage with customers. Gen Z heavily relies on social media when it comes to deciding what makeup to purchase, with 75% saying they turn to TikTok as a source of information, according to Circana data. TikTok Shop can enable rapid growth for brands that understand how to maximize its content and commerce capabilities, but the platform also comes with its own unique challenges for brands to contend with.To help brands make the most of TikTok Shop, the Independent Beauty Association (IBA) hosted a dedicated session on the promises and pitfalls of the wildly popular platform, featuring insights from Payton LaCivita and Loren Scott of KO-Pack, a contract manufacturer specializing in men's grooming, skincare, haircare, and aromatherapy products. The session was included in IBA’s fall symposium, a two-day event covering timely and topical technical, regulatory, and sustainability matters. Here are some key tips and tricks you can use to help your brand win on TikTok Shop.TikTok Shop Benefits and Opportunities TikTok Shop has emerged as a major player in e-commerce, particularly for beauty brands looking to leverage social media to boost sales and engagement. TikTok offers a unique opportunity compared to Amazon and Instagram due to its viral, real-time nature and the ability for small brands to launch quickly without a need for huge marketing budgets.“TikTok shop today reminds me a lot of the early days of Amazon,” says LaCivita.