How TikTok turned beauty shopping into a one-tap experience

TikTok has turned the UK beauty industry on its head. What was once a considered, gradual process of product discovery and purchase has now become a fast, impulse-driven journey fuelled by viral content. With 89% of TikTok users having bought a beauty product after seeing it on the app, the influence of short-form video content on consumer decisions cannot be overstated. That figure is 23% higher than the next most influential platform, Instagram.

TikTok was crowned the leading social media platform for driving beauty shoppers to UK retail sites. Its role has evolved from a channel for entertainment to one of the most powerful tools for retail conversion, particularly in the health and beauty sector.

In this three-part series, Visualsoft’s beauty sector specialist - Becky Pogue - explores the rise of TikTok’s influence on beauty product development – from ingredient formulas and packaging designs to overall product concepts – and how UK brands must adapt or risk being left behind. 

Viral to checkout: TikTok’s power to drive sales

For Gen Z, the process of discovering beauty products no longer begins at a store counter. It starts on their phones. TikTok has become the new digital beauty advisor, replacing in-store demos with tutorials, reviews and unfiltered user experiences. 

The hashtag #TikTokMadeMeBuyIt alone has amassed over 60 billion views, capturing this trend in full force. These videos not only showcase product recommendations but often lead directly to a surge in sales.

One of the most striking features of TikTok's impact is its ability to revive products long past their initial launch. Clinique’s Black Honey lipstick, first released in the 1970s, found viral fame after being rediscovered by TikTok creators. Within weeks, it was sold out across UK retailers like Sephora and prompted an immediate restock from the brand.

UK consumers have embraced the trend wholeheartedly. Maybelline’s Sky High Mascara, for example, became the number one best-selling makeup product at Boots for two years in a row after blowing up on TikTok.

Discovery reimagined: Why TikTok replaces the beauty counter

TikTok's algorithm, designed to serve highly tailored and engaging content, is also reshaping the traditional product discovery process. Instead of searching for items with intent, consumers now stumble upon them in their feeds. This shift has effectively turned passive viewers into active, often impulsive, buyers.

Recognising this trend, TikTok introduced an in-app shopping feature. After launching in 2021, the platform quickly climbed the ranks to become the fifth largest online health and beauty retailer in the UK by 2023. In 2024 alone, TikTok generated nearly $1 billion in UK beauty sales.

The integration of content and commerce is particularly appealing to younger consumers. A typical user might watch a ‘get ready with me’ video and, within seconds, tap through to purchase the exact products being used. The traditional linear buying process has been replaced with a fluid, entertainment-driven path to purchase.

TikTok as your new storefront

What sets TikTok apart from other platforms is the authenticity and immediacy of its content. Consumers no longer wait for expert reviews or scheduled product launches. Instead, they rely on real-time feedback from their peers, which often translates into instant buying decisions.

Boots, one of the UK’s leading health and beauty retailers, has already adapted to this shift. Its website now features a dedicated section for 'trending products', directly mirroring what is popular on TikTok. This not only aids discovery but significantly shortens the path to purchase.

With TikTok now acting as a real-time barometer for consumer demand, brands must rethink their marketing and retail strategies. The days of relying solely on seasonal campaigns and traditional advertising are over. Agile, content-aware strategies are not optional; they are essential.

What this means for UK beauty brands

TikTok has ushered in a new era of beauty shopping in the UK. For brands that understand and embrace the shift, the platform offers not just visibility, but a powerful conversion engine.

With discovery, validation, and purchase now happening in a matter of minutes, beauty brands must be prepared to meet consumers where they are - on TikTok.

Looking for ways to grow your beauty brand in 2025? Book a free consultation with our health and beauty specialist, Becky Pogue, today. 

Next in our health and beauty series: Part 2: Built for TikTok: How TikTok is reshaping health and beauty R&D.