"The maker of Imperial Leather and Sanctuary Spa has said reaching shoppers on platforms like TikTok Shop was as important as Tesco, as the 142-year-old business vies to compete with a rising cohort of social media-savvy brands. PZ Cussons - the consumer goods giant that was founded in 1884 and is behind a swathe of beauty, hygiene and baby products - said it had been investing more into innovation and building its brands."
"TikTok Shop, the e-commerce arm of the video-sharing social media platform where users can buy and sell products, has grown rapidly over recent years. Major retailers like Marks & Spencer and Sainsbury's are now selling products on the marketplace alongside thousands of smaller businesses and brands. TikTok Shop recently said it had become the fourth-largest beauty retailer in the UK, according to data from NielsenIQ, while beauty sales on the platform soared by 60% year-on-year in 2025 fuelled by trends such as Korean skincare."
PZ Cussons is increasing investment in innovation and brand-building while prioritizing presence on social-commerce platforms such as TikTok Shop to compete with social-media-driven insurgent brands. The business aims to capture purchases both in traditional retail outlets and online marketplaces, treating platform reach as strategically comparable to major retailers like Tesco. TikTok Shop has rapidly expanded, becoming the fourth-largest beauty retailer in the UK with beauty sales up 60% year-on-year in 2025, driven by trends like Korean skincare. The company is experimenting with new online sales tactics in markets such as Indonesia, including live-streaming channels from production facilities.
Read at Yahoo Finance
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