TikTok's influence continues to grow, and it is a new giant in the beauty industry

It is learned that according to reports from Dash Hudson and NielsenIQ, TikTok Shop is rapidly becoming a major retailer in the beauty industry. The platform has now become the ninth largest online beauty and health retailer in the United States and the second largest online beauty and health retailer in the United Kingdom.

According to previous research, TikTok Shop’s influence in the beauty industry has continued to grow steadily over the past few months. According to AdWeek, TikTok Shop has surpassed competitors such as large department stores, small beauty specialty stores, and DTC brands.

TikTok Shop was launched in the United States less than a year ago, allowing brands and influencers to sell products directly in the app through video links. On the TikTok home screen, there is a special store label covering multiple categories of goods such as cosmetics, shoes, food, etc., and occasionally there are super low discounts.

Since the launch of TikTok Shop last year, users' attention has gradually shifted to e-commerce content: creators promote products through videos and earn commissions for every purchase. The platform itself is also working hard to guide users to shopping malls through buttons and prompts. Although TikTok was originally just a short video entertainment platform, it is now gradually evolving into a shopping platform, competing with large retailers such as Amazon to attract users to watch videos and make purchases.

On TikTok, beauty content is one of the most popular video types, and some creators earn income by sharing tips or product reviews. Obviously, TikTok hopes to profit from every transaction made after users watch the video.

For brands that suddenly become popular on TikTok, the sudden influx of attention and orders is not always a good thing. Business Insider's report details that small businesses may find it difficult to meet this sudden wave of demand. Short-term virality does not necessarily translate into sustainable long-term business. Of course, TikTok's prospects in the United States are also unclear. If its parent company ByteDance fails to divest from TikTok, it will face a ban.

Author✎ Summer/
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