Marketplaces
TikTok Shop Beauty Sales Surge 60% as Platform Drives £10bn UK Economic Boost
New research reveals TikTok Shop has become the UK's fourth-largest beauty retailer, with category sales up 60%, contributing £10bn to the economy and supporting 153,000 jobs.
TikTok Shop 已巩固其作为英国零售业主力军的地位。最新报告显示，其美妆品类去年销售额激增60%，使其成为英国第四大美妆零售商。这项由咨询公司 Public First 受 TikTok 委托进行的研究估计，该平台的活动在2025年为英国经济贡献了至少100亿英镑的总增加值（GVA），并支持了15.3万个就业岗位。研究预测，随着更多企业利用该平台触达客户、开展创作者合作及进行直接销售，到2030年，TikTok 可能为英国经济额外贡献270亿英镑。Beauty emerged as TikTok Shop’s strongest category. The platform reported that 30% of young adults (about 1.8 million people) consider TikTok their primary source of fashion and beauty recommendations. One-fifth of all TikTok creators post content related to fashion, beauty, or skincare, and 80% of businesses in these sectors said being featured on the platform could improve their sales and revenue. Moreover, 85% of UK businesses using TikTok have worked with creators, and 28% reported selling out of a product as a result of TikTok or TikTok Shop activity.
Live shopping broadcasts focused on beauty increased by 90% in 2025, while the number of active TikTok Shop creators grew by more than 72%. Korean beauty (K-beauty) was a major driver, with searches on TikTok Shop climbing 125%. The average basket value for K-beauty brands was nearly 35% higher than the broader skincare average, as shoppers purchased products for multi-step routines.The platform’s influence extends beyond digital commerce, driving physical retail footfall. An estimated 4.3 million people visited a local independent shop after discovering it through TikTok. Successful online demand has translated into high street expansion: Beauty Crop secured a Boots listing after TikTok Shop-generated demand, and viral interest in Mixsoon products attracted attention from other UK beauty retailers.
Cynthia Sanfilippo, TikTok’s president for Europe, described the platform as a “window into the real world,” noting that its impact spans from creators building businesses to independent retailers experiencing increased sales and footfall.
The Public First report combined economic modeling from EY with surveys of 4,158 UK adults, 1,034 businesses, and 336 creators. TikTok now has more than 30 million monthly active users in the UK, with over a third aged 35 or above.
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