"In 2025, TikTok Shop sales are up 120 percent year-over-year. K-Beauty brands including Medicube, TirTir, Dr. Groot, and Dr. Melaxin have found particular success with TikTok-first approaches, cultivating dedicated US followings and achieving 132 percent year-over-year sales growth on the platform. Behind these success stories is a structural shift in beauty commerce. On TikTok Shop, the traditional funnel from awareness to consideration to purchase has compressed into a single moment - a consumer discovers a product in their feed and buys it without leaving the app."
""My team and I have to bring a beginner mindset to work each day because of the pace at which the platform is evolving. We empathise with brands trying to figure out a new and different digital platform [TikTok Shop]. The ones that do well here have that same beginner's mindset.""
"The platform's US sales grew 500 percent in 2024, and doubled again in the first half of 2025, making it the eighth-largest beauty retailer in the US and the UK's fourth-largest, according to NielsenIQ. According to The State of Fashion: Beauty report by BoF and McKinsey & Company, social commerce is a core sales channel for 31 percent of beauty executives and used by a further 21 percent of executives as a non-core channel. However, success on TikTok Shop requires more than brand presence - it demands the right product mix, new creator partnerships and a comprehensive platform strategy."
TikTok Shop has driven rapid beauty commerce growth, with 2025 sales up 120 percent year-over-year and US sales surging after 500 percent growth in 2024 and another doubling in early 2025. Several K-Beauty brands achieved 132 percent year-over-year growth via TikTok-first strategies and dedicated US followings. The traditional awareness-to-purchase funnel has compressed into an immediate in-feed purchase moment. Social commerce is a core channel for 31 percent of beauty executives and a non-core channel for 21 percent. Success on TikTok Shop requires the right product mix, new creator partnerships, a comprehensive platform strategy and a beginner mindset.
Read at The Business of Fashion
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