25 UK brands driving success through TikTok Shop—a strategic deep dive: second of a 5-part series

As we continue to explore the transformative impact of TikTok Shop on e-commerce brands and dive into the TikTok strategies of brands that are successfully leveraging TikTok shopping, we’ve discovered some creative strategies by these disruptive brands.

In this second instalment, we take a closer look at how these brands have capitalised TikTok’s tools, it’s ethos, community and features to achieve remarkable results. Here are the insights we’ve gathered to help your brand thrive on the platform.

@nature.spell Nature Spell has you covered with all of these wonderful serums! Which one are you choosing? #naturespelluk #skincare #skincareroutine #serumskincare #bestskincare #glowup ♬ original sound – Nature Spell

6. Nature Spell

Industry: Beauty & Personal Care

Nature Spell has successfully transitioned from a small family business to a TikTok Shop sensation, captivating audiences with their 100% vegan hair and skin care range. Their strategy focuses on educating consumers aboutthe ingredients, leveraging creator partnerships, and making use of TikTok’s Fulfilled by TikTok (FBT) service to streamline customer experiences. Let’s take a closer look.

Strategic insights from Nature Spell’s TikTok Shop success

1. Leverage educational content: Informative/educational skin and hair care videos showing ingredient and product benefits, such as the effectiveness of their rosemary oil, to build trust and credibility. Education-led content resonates strongly on TikTok, where authenticity drives consumer interest.
2. Drive authenticity with UGC: Partnering with creators who document personal hair transformations creates relatable content that inspires trust. Nature Spell’s 2,481 affiliates have been key in amplifying their reach.
3. Maximise TikTok’s logistics solutions: Using FBT ensures a smooth purchasing journey, fostering repeat purchases and customer loyalty.

Results

• Increased daily orders to 2,000 in Q3.
• Generated £822K GMV in Q3.
• Surpassed 1 million TikTok Shop sales in just 12 months.

@michrfoodie #clothes #fashion #top #yozy @YOZY UK #tiktokmademebuyit #tiktokshop ♬ Deep House Dreams – King Felix

7. Yozy UK

Industry: Womenswear & Underwear

Yozy UK has rapidly gained popularity on TikTok Shop, becoming a go-to brand for trendy and affordable fashion. Their shoppable content and strategic collaborations with creators have made them a favourite among fashion enthusiasts.

Strategic Insights from Yozy’s TT success

• Shoppable content integration: YOZY effectively utilised TikTok’s shoppable content features, including live sessions and short videos, to showcase their latest collections. This approach enhanced product visibility and facilitated seamless shopping experiences.
• Influencer partnerships: Collaborations with creators like @lovethigweh amplified their reach and credibility, attracting a large, engaged audience of fashion enthusiasts.
• Interactive engagement: The brand’s fun and interactive approach, combined with strategic affiliate partnerships, fostered a sense of community and encouraged user participation.

Results

In Q3, YOZY sold nearly 400,000 items, generating a gross merchandise value (GMV) of £1.7 million. Their success is reflected in their TikTok presence, with over 52,000 followers and 35,800 likes. 

@mikaylanogueira FULL FACE OF A BRAND I AINT EVER HEARD OF! #BIAEFHO #makeup #beauty #affordablemakeup ♬ original sound – Mikayla Nogueira

8. The Beauty Crop

Industry: Beauty & Personal Care

The Beauty Crop has positioned itself as a TikTok favourite, offering trendy, accessible beauty products. With engaging content and strategic partnerships, the brand has captured the attention of beauty enthusiasts on TikTok.

Strategic Insights

• Viral content and collaborations: Through viral content and strategic collaborations with influencers and top affiliates, The Beauty Crop appealed to a wide audience, growing their community on TikTok.
• Engaging tutorials: Their creative use of TikTok’s shoppable features and highly engaging tutorials boosted both visibility and sales, showcasing their products in practical applications.
• Trend-driven product offerings: By offering trendy, accessible products, The Beauty Crop tapped into current beauty trends, attracting a diverse customer base.

Results

In Q3, The Beauty Crop achieved a GMV of £836,000, selling 142,000 items. Their best-seller, the Oui Cherie Prime & Set Duo, sold 8,000 units in three months, contributing to their milestone of selling 1 million products on TikTok Shop earlier in the year.

@lilianashops You can get a 1 year supply of Vitamin D3 + K2 for only £5.99 today, if it’s your first time buying from the TikTok Shop! #vitamind3k2 #vitamins #vitamindeficiency #nutritiongeeks #highcortisol #immunesystemsupport #healthtok ♬ So into you – vibinsoundsss

9. Nutrition Geeks

Industry: Health

Nutrition Geeks has quickly gained traction on TikTok Shop by offering a variety of supplements and health products that appeal to wellness enthusiasts.

Strategic insights from Nutrition Geek’s strategy

• Agency collaboration: Partnering with TikTok Shop Partner agency, TikMarketing, allowed Nutrition Geeks to tailor strategies to their audience, enhancing engagement and conversions.
• In-house affiliates and content boosting: Working with in-house affiliates and boosting short video and live content increased their reach and visibility, effectively communicating their brand message.
• Audience-centric approach: By focusing on health-conscious consumers, Nutrition Geeks positioned itself as a go-to source for quality, accessible nutrition products, resonating with a loyal audience.
• Tailored product messaging: Nutrition Geeks tailors campaigns to emphasise the quality and accessibility of their supplements, resonating with their target audience.

Results

Within four months, Nutrition Geeks achieved over $2 million in sales, with 377,000 items sold and a GMV of £2.7 million in Q3. Their success underscores the effectiveness of their tailored strategies and collaborations.

@thelsmclub @Luxe Collective Live Auction- Last week our founder of The LSM Club Demi Bradshaw had the pleasure of attending the first ever pre-owned luxury live auction at @TikTok UK ♬ original sound – The LSM Club

10. Luxe Collective

Industry: Luggage & Bags

Luxe Collective is leading the way in TikTok’s pre-loved luxury market. With curated offerings and engaging content, the brand has redefined second-hand luxury shopping on TikTok Shop.

Strategic insights from Lux collective’s TikTok  strategy

• Preowned luxury integration: As one of five brands selected for the UK launch of TikTok’s ‘Preowned Luxury’ section, Luxe Collective capitalised on the growing appetite for sustainable and accessible luxury among Gen Z consumers.
• Interactive Live streams: Owner Ben Gallagher hosted a four-hour livestream showcasing 25 products, generating high viewer engagement. Their daily live sessions, where they negotiate product prices and spark bidding wars in the comments, create a dynamic shopping experience.
• Building trust through engagement: By showcasing authentic luxury fashion within the app and engaging directly with their audience, Luxe Collective built trust and excitement around ‘Pre-Loved Luxury’ on TikTok.

Results

During their inaugural live session, Luxe Collective garnered over 107,000 likes in the first two hours of their live event and established itself as a leading player in TikTok’s preowned luxury category.

Click here for this series’s first, third, fourth and fifth editions; featuring Top TikTok Shop brands in the UK and their winning strategies.