Top 25 UK brands on TikTok Shop—a strategic deep dive: first of a 5-part series

TikTok Shop has revolutionised the e-commerce landscape by creating a seamless integration between entertainment and shopping. With over half of its users purchasing products via TikTok LIVE, and consumers making an average of 10 purchases per year on the platform TikTok Shop has become a game-changing tool for brands.

In this series of five blogs, we look at the top 25 UK brands crushing it on TikTok Shop. From creative marketing campaigns to maximising TikTok’s shoppable features, these brands represent diverse industries, each with unique strategies for success.

In this first post, we set the stage by diving into TikTok Shop’s rapid growth, its transformative impact on brands, and the method we’ve used to identify these standout brands. 

Let’s start with an overview of why TikTok Shop is reshaping e-commerce as we know it.

TikTok Shop: redefining e-commerce

When TikTok launched TikTok Shop, it aimed to merge entertainment with shopping, creating a highly engaging experience for users. This innovative approach has allowed TikTok to capitalise on its widespread popularity amongst Gen Z and younger Millennials, making it emerge as a primary shopping source for over a third of its audiences.

In the UK, TikTok Shop has rapidly become one of the most-shopped social channels, offering brands unparalleled access to a highly active audience. It’s not just the UK where this platform is thriving—TikTok Shop’s global expansion is also notable, with the US market generating $363 million in consumer spending just two months after its launch.

This blend of engaging content and seamless shopping within the app creates a unique advantage for brands. TikTok Shop’s shoppable features and live-streaming tools have made it easier for businesses to connect with their audiences in a more meaningful and interactive way.

Why TikTok Shop is a game-changer for brands

TikTok Shop offers brands a suite of tools that allow them to stand out and connect with audiences on a deeper level.

• Shoppable ads: These interactive ads simplify the shopping journey, driving conversions without disrupting the user experience.
• Affiliate and influencer collaborations: By partnering with content creators, brands can leverage authenticity, community and social proof to build trust and attract new customers.
• Native checkout: TikTok Shop’s built-in checkout system enhances user convenience, improving conversion rates and ROAS.
• Product showcases and LIVE shopping: These features allow brands to engage audiences in real-time, creating personalised shopping experiences that drive results.

By combining social proof with seamless shopping functionality, TikTok Shop empowers brands to enhance product discovery, improve conversions, and foster long-term customer loyalty.

Methodology: how we chose the top 25 brands to analyse

Identifying and analysing the top 25 UK brands on TikTok Shop required a comprehensive and data-driven approach. 

We got our data team to look into the following to select the standout performers:

• Gross Merchandise Value (GMV): We included brands with a minimum GMV of £100K in Q3 (July–September 2024).
• Category performance: The brands we picked rank in the top 10 of their shop category in Q3.
• Diverse representation: We carefully selected brands across industries to demonstrate TikTok Shop’s effectiveness across various sectors.

The success of TikTok Shop varies widely across industries and depends on factors such as price points, audience demographics, and marketing strategies.

Some of the brands we’ve featured in this series have earned recognition on TikTok through their innovative use of the platform. Some through live-streaming, and engaging content, whilst others employed exceptional affiliate partnerships. These brands each embody the best practices that drive success on TikTok Shop. 

Let’s start by taking a closer look at five standout beauty brands that have capitalised on TikTok Shop’s features to build loyal communities, trust, and achieve significant revenue milestones.

5 UK brands that are crushing it on TikTok Shop 

Let’s dive into the first five brands from our list of 25 that have mastered TikTok Shop, showcasing their innovative strategies and unique approaches.

@madebymitchell its a sad but exciting day… 🥹 #madebymitchell #blursh #tiktokmademebuyit #packwithme #mua #makeup #blush #goodbye ♬ original sound – madebymitchell

1. Made by Mitchell

Industry: Beauty & Personal Care

Made by Mitchell (MBM) has become a TikTok Shop sensation since joining the platform in 2022. Known for their authentic content and unique makeup style, MBM has managed to connect deeply with TikTok’s younger audience and the beauty community. Their viral success is largely driven by their hero product, “Blursh,” and strategic UGC campaigns.

Lessons from Made by Mitchell’s multi-million-dollar success

• Consistent and engaging shoppable live streams: Since June 2023, MBM has committed to daily TikTok Live sessions, each lasting a minimum of six hours. These sessions feature makeup tutorials, real-time order packing, and interactive Q&A segments, cultivating a sense of community, loyalty and trust among viewers.
• Rapid responsiveness and agility: As an independent brand, MBM leverages its agility to quickly adapt to trends and implement consumer feedback. This responsiveness enables the brand to implement new ideas and product offerings swiftly, maintaining relevance and excitement among its audience.
• Community-centric approach: MBM focuses on building and nurturing its community by engaging costomers before and after purchases. Exclusive TikTok Shop deals and relatable content help build loyalty and encourage word-of-mouth promotion.
• Affiliate partnerships: Collaborating with creators like @melissasjadehxrn and launching exclusive product bundles, has allowed MBM to further boost it’s visibility and drive higher sales figures. 
• Sales events: MBM’s ability to generate $1 million in sales within 24 hours during TikTok Shop’s Summer Sale highlights the power of well-planned live shopping events. Selling one product every second during a 12-hour live session showcases the impact of creating hype and urgency.

By integrating these strategies, Made by Mitchell has effectively harnessed the power of TikTok Shop to drive sales, build a dedicated community, and establish a strong brand presence both online and offline.

@alanajasminethomas £8.80 brand new juice box flavours🧃✨ @PLOUISE #plouise #plouisemakeup #plouise_makeup_academy #plouisemakeupacademy #plouisebadbtchenergy #lipoil #tiktokmademebuyit #fyp ♬ original sound – Alana

2. P. Louise makeup academy

Industry: Beauty & Personal Care

Louise Makeup Academy, founded by Paige Louise Williams in 2014, has become a leader in TikTok Shop’s beauty category, transforming live shopping in the industry. Known for bold branding, captivating tutorials, and a community-first approach, the brand has set high benchmarks for sales and audience engagement.

Lessons from P. Louise’s TikTok Shop success

• Record-breaking LIVE shopping and sales events
  Exclusive offers and high-energy livestreams generate buzz and drive high-volume sales. In July 2024, P. Louise set a UK TikTok Shop record by generating £1.6 million in just 12 hours. During the event, they sold two products every second, driven by exclusive deals and fan-favourite items like the Makeup Mystery Box and Bad B*itch Energy Lip Duo.
• Consistent live streams
  P. Louise hosts daily TikTok LIVE sessions, often lasting up to 12 hours. This builds a routine and trust amongst the audiences and encourages long-term engagement. The brand’s interactive approach enhances the overall shopping experience.
• Seamless TikTok advertising integration
  The brand utilises TikTok’s Video Shopping ads and Spark ads to create seamless customer journeys from ad to purchase; thus reducing friction in the buying process. Their ad campaigns target UK-based women aged 18-55, effectively driving engagement and conversions.
• Content creation and beauty education
  Through a mix of educational and entertaining beauty tutorials, P. Louise showcases its products in use to build trust and loyalty. This creative and value-driven content strategy resonates with TikTok’s diverse audience.
• Community-centric approach
  P. Louise actively engages its audience by incorporating customer feedback into its offerings and introducing low-cost entry points like £1 deals. This strategy builds loyalty while attracting new customers and generating word-of-mouth buzz.

@sosweetshopuk Get yours here👆🏻👆🏻 #sosweetshopuk #sosweetshop #bundles #jellysweets #fizzysweets #bluesweets #tiktokmademebuyit #sweetzone ♬ Mia – Yailin La Mas Viral

3. SoSweet

Industry: Food & Beverages

SoSweet, a family-run confectionery brand, has leveraged TikTok Shop to become a leading name in its category, consistently achieving six-figure monthly revenues. Their success is attributed to a blend of engaging live sessions, strategic partnerships, and a strong focus on delivering value to customers.

Lessons from SoSweet’s TikTok Shop success

• Personalised engagement and virality fuel success
  Direct interactions through influencers humanise the brand, building trust, emotional connect and loyalty among customers. SoSweet’s TikTok content strategy includes responding to comments, showcasing order packing, and creating entertaining videos, some of which have gone viral, helping them amass over 800,000 followers.
• Consistent and direct Live selling/consumer interactions build loyalty
  Regular live sessions with exclusive deals keep the audience engaged and encourage repeat purchases. These events create a sense of urgency and exclusivity, driving sales and encouraging brand loyalty.
• Leveraging affiliates for growth
  A network of over 20,000 affiliate creators markets SoSweet products, earning a 10% commission on sales. This strategy not only enhances brand credibility but also significantly broadens its reach, driving substantial revenue.
• Value-driven consumer-centric product offerings
  Focusing on value-driven products tailored to customer preferences boosts satisfaction and drives repeat purchases. The introduction of TikTok’s Fulfilled by TikTok (FBT) logistics solution has further streamlined SoSweet’s order fulfillment, ensuring timely deliveries and maintaining customer satisfaction.

By implementing these strategies, SoSweet has effectively utilised TikTok Shop to drive sales, engage with a broad audience, and establish a strong presence in the confectionery market.

@thelifeofmrt @Wellgard Mandy Wellness Bundle #TikTokMadeMeBuyIt #fyp #wellgard #supplementsthatwork #supplements #wellgardvitamin #wellgardvitamins #wellgardcollagenpowder #wellgardgummies #eatwithtariq #wellness #healthandwellness ♬ original sound – 𝕋𝕙𝕖𝕃𝕚𝕗𝕖𝕠𝕗𝕄𝕣𝕋

4. Wellgard

Industry: Health & Wellness 

Wellgard has emerged as a prominent direct-to-consumer wellness brand on TikTok Shop by offering high-quality health products that resonate with a health-conscious audience. The brand has achieved significant sales milestones by leveraging TikTok’s shopping features and through a combination of expert-driven content and strategic collaborations.

Lessons from Wellgard’s TikTok Shop success

• Utilise TikTok’s shoppable features
  Wellgard maximised TikTok’s in-app shopping tools, such as native checkout, to streamline the purchasing process. This approach enhanced user experience and contributed to substantial gross merchandise value (GMV) growth.
• Strategic influencer and expert collaborations
  The brand partnered with health influencers, leveraging their expertise and credibility to enhance brand trust. These collaborations made their products more relatable and authoritative to their target audience.
• Educational content strategy
  Wellgard produced informative and valuable videos addressing specific health concerns, reinforcing its authority in the wellness space and fostering customer loyalty.

By implementing these strategies, Wellgard has effectively utilised TikTok Shop to engage with a health-conscious audience, drive sales, and establish a strong presence in the wellness market.

@justnina_official Tbf i just like mixing stuff, it was my childhood obsession 😁 #lorealparis #watercream #glotion #summermakeup #foundationhack #glowyskin #glowymakeup #lumiglotion ♬ original sound – JustNina☀️🔒

5. L’Oréal Paris UK

Industry: Beauty & Personal Care

L’Oréal Paris UK has effectively leveraged TikTok Shop to enhance brand engagement and drive significant sales growth in the beauty and personal care industry. Through strategic event partnerships, creator collaborations, and trend integration, the brand has achieved remarkable success. Let’s get into it. 

Lessons from L’Oréal Paris UK’s TikTok Shop success

• Strategic event partnerships like Super Brand day
  In September 2024, L’Oréal Paris UK partnered with TikTok Shop to host the UK’s first-ever Super Brand Day. This exclusive event featured live marathon shopping sessions, product launches, and significant discounts, including the debut of the Lumi Le Liquid Blush at 60% off. Collaborations like these for exclusive events can significantly boost brand visibility and sales.
• Creative content via creator collaborations
  The brand utilised short-form videos, tutorials, and collaborations with over 1,900 creators to drive engagement. This approach resulted in more than seven million views during the Super Brand Day event, amplifying product visibility and consumer interest. Engaging a broad network of creators amplifies reach and builds authentic connections with diverse audiences.
• Innovative advertising and trend integration
  L’Oréal Paris UK successfully leveraged TikTok’s #TikTokMadeMeBuyIt trend, integrating it into their marketing strategy to build excitement and drive sales. This campaign capitalised on viral trends to enhance product appeal and consumer engagement. Incorporating popular platform trends into marketing strategies therefore can enhance consumer engagement and boost conversions.

Click here for the second, third, fourth and fifth editions; featuring Top TikTok Shop brands in the UK and their winning strategies.