TikTok Shop Beauty Sales Surge 60% as Platform Drives £10bn UK Economic Boost

TikTok Shop has cemented its position as a major force in UK retail, with a new report showing its beauty category sales surged by 60% last year, making it the country’s fourth-largest beauty retailer. The research, conducted by consultancy Public First and commissioned by TikTok, estimates that the platform’s activity generated at least £10 billion in gross value added (GVA) for the UK economy in 2025 and supported 153,000 jobs. The study projects that TikTok could contribute an additional £27 billion to the UK economy by 2030 as more businesses leverage the platform for customer reach, creator collaborations, and direct sales.

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.