From brand success secrets to what makes us click ‘BUY’ – here’s everything I learned from TikTok Shop’s head of beauty

TWO decades ago, encouraging anyone to buy anything online was no mean feat.

Our concerns about quality and security couldn't be shaken, meaning online shopping accounted for just 1% of total UK retail sales in 2000.

But fast-forward to today, and 56% of us are clicking ‘buy' online every week – and one shopping platform in particular is growing at a stratospheric rate.

It's less than two years old, but digital marketplace TikTok Shop already has 200k active sellers, meaning it's the UK's fastest-growing online sales platform, according to the app.

The platform enables users to shop while they scroll, purchase products from brands and creators, and watch a never-ending feed of QVC-style shopping live streams.

And, as TikTok Shop announces its expansion into France, Germany, and Italy this month, it's showing no signs of slowing down.

One of the most exciting – and booming – areas on the platform is beauty and personal care, accounting for 370 million TikTok Shop sales worldwide last year.

TikTok has catapulted British start-ups like Made by Mitchell, Glow For It, and Hair Syrup into internet stardom – all of which are now stocked at Boots, thanks to their initial TikTok success – and accelerated heritage brands like L'Oreal Paris.

So what's the secret sauce? We sat down with Emily Caine, head of beauty at TikTok Shop UK, to discover what really makes a beauty brand go viral.

Beauty is an overcrowded market, what makes a product stand out and go viral?

“Finding a solution for a common problem is a real hack for going viral on TikTok shop.

“Take Nature Spell, which has sold over a million of its Rosemary Oil – I've bought the product many times, and it found me when the slicked-back bun look was super-popular.

Nature Spell Natural Rosemary Oil For Hair & Skin, £8

“But there were loads of people speaking, very authentically, about how the look was damaging your hair – because it's so scraped back.

“They discovered that rosemary oil was an amazing product for keeping hair healthy, even with a scraped-back look.

“So, one way to make your product really stand out is to have a solution to a common problem that we all know universally.

“Another example is Made by Mitchell – I worked with founder Mitchell Halliday from day one.

“He started off making $20 in his first TikTok Live, but last year, he made $1million in one day, and is now launching on TikTok Shop US – so you get a sense of the growth.

Made by Mitchell Comet Case Highlight Blush Palette and Vanity Bag, £55

“Part of his journey is how incredible his packaging is – it's so iconic, and this is a real trend with beauty packaging being a status symbol.

“I think that's another great way to stand out, by becoming immediately recognisable in a visual format.

“Haircare brand Hair Syrup has an incredible tone of voice with the content – it's so fun, it's not serious.

“Founder Lucie Macleod said: ‘[TikTok] is where I come to have fun.' So, she’s built her brand and her community through becoming known for this really authentic, raw, almost cheeky, content.

Hair Syrup Pre-Wash Hair Oil Rapunzel, £14.50

“Then, there are different styles of content like haircare brand Color Wow, which is more slick and polished, with beautiful models and incredible blowouts – their content style is completely different.

Color Wow Dream Coat Supernatural Spray, £27

“So, I think there is room to play in terms of creativity, and I think each brand can adopt a different tone of voice that's more true to them – the thing is to ensure it's authentic.”

Can you explain the power of the TikTok comments section?

“For sellers, you should be observant of what is being discussed by your community, your customers – they are going to lift the lid, and give you explicit direction on what they want to see.

P.Louise Stack Em Up Palette in Talk Is Cheap, £17

“There's a great example with make-up brand P.Louise – founder Paige Louise Williams built a whole eye shadow palette based on engagement in comments.

“During TikTok Live sessions, users would write comments like: ‘Not that shade,' or ‘We want to see this shade,' – so they built the product together.

“As a user, it feels amazing to be a part of something and feel connected – it's nice to be able to have conversations about beauty.”

What other factors encourage people to click ‘buy' on beauty products?

“Reviews on TikTok Shop can go a long way – with viral products such as Wonderskin Wonder Blading Lip Stain, £18, this has over 3,500 five-star reviews, so as well as being one of the most trending products on the app, there is proof in the testimonies, too.

Wonderskin Wonder Blading Lip Stain, £18

“High-performing products do well, too, because people won't come back if the product is not good – it's not just about incredible storytelling, it's also about incredible products.”

What exciting new beauty trends are on the rise?

“People have been talking about ‘glass skin’ for a while, but we are now seeing that evolve into glossy ‘glass hair' – #hairoils had over half a million views when I last checked, and it's probably gone up since.

“Scientification of hair is another big one – ingredients are in, and it's really interesting to learn.

“That's why we say if you're not doing TikTok Lives as a brand, you're missing out because when it comes to talking about the science behind your product, or the impact of ingredients, its a great forum to elaborate.

“Nails are also another exciting category thriving on TikTok Shop – it has tripled in its growth from last year.

“There's an amazing content creator called @alexdidyournails, who creates cat-eye nails, and as we're transitioning into spring, were seeing beautiful butter colour nails on the rise.”

What will the future of TikTok Shop look like?

“We've done a $2million grossing TikTok Live, a Live in the middle of Piccadilly Circus, and a Live in Winter Wonderland and there's an opportunity to keep being much more creative.

“I’m still foreseeing Lives at the core of what we do – as a consumer, it provides connection, engagement, and community – so Live is a huge opportunity going forward.

“For brands, I think really investing in your community, and making them feel heard and part of the story, is going to be a big part of success in the future.”