TikTok gains ground in beauty through social commerce push

Kaycee Enerva

11th Apr 2025

TikTok is gaining traction in beauty and personal care, with 22 per cent of its global sales now attributed to social commerce.

Since launching TikTok Shop in the US last year, the platform has expanded product discovery across 11 retail categories. According to data analytics group Euromonitor International, health and beauty accounted for approximately 6 per cent of total US sales last year.

The group added that the platform’s success aligns with growing trends in social commerce, driven by influencer-led marketing strategies and immersive content.

“Livestreamed tutorials and shoppable videos allow consumers to engage with content in real-time and make purchases instantly, leading to higher conversion rates,” said Bob Hoyler, global insights manager for retail at Euromonitor International.

Hoyler added that platforms like TikTok are increasingly central to modern marketing. This includes the platform’s focus on short-form video content and direct purchasing features.

“With content creation at our societal forefront, businesses and marketers are leveraging these platforms for branding, advertising and consumer engagement to reach their target audiences, drive conversion, and enable product discovery.”