K-Beauty Takes Off on TikTok Shop in the United Kingdom, with Sellers Increasing Ninefold in a Year

[Financial News] K-beauty is growing rapidly on TikTok Shop in the United Kingdom. With K-beauty products selling at a rate of approximately one every five seconds, TikTok held its first standalone offline K-beauty event in the market to help Korean brands expand their points of contact with consumers.
TikTok said on the 22nd that it held “Where Glow Begins” at Protein Studio in Shoreditch, London, United Kingdom, from the 12th to 13th (local time). The event was organized in connection with the in-app campaign “K-Beauty Super Brand Week,” which ran from the 13th to 18th.
This was the first time TikTok Shop in the United Kingdom had held an offline event dedicated solely to K-beauty. A total of 19 brands took part, with the venue featuring individual brand booths, a live-commerce zone, a beauty masterclass zone, and photo areas. About 400 local creators also attended, trying out products and producing content and livestreams. 
K-beauty-related indicators on TikTok Shop in the United Kingdom are showing steep growth. As of last month, the number of active K-beauty sellers had risen 875% year on year, while K-beauty-related livestreaming sessions had increased by more than 305% from the previous year.
Sales have also been rising. In the second quarter of this year, sales of K-beauty products increased by approximately 60% from the first quarter. Currently, K-beauty products on TikTok Shop in the United Kingdom are selling at a rate of approximately one every five seconds. Major brands by sales this year included Medicube, d’Alba, and Dr. Melaxin.
Activity by beauty creators is also expanding. The number of beauty creators active on TikTok Shop in the United Kingdom rose by more than 70% this year, while their commission earnings increased by 105%. As creators increasingly introduce products through content and livestreams after experiencing them firsthand, brands are developing more diverse points of contact with local consumers.
Through the event, TikTok plans to support K-beauty brands in raising their profile in the local market by leveraging TikTok Shop’s structure, which connects product experiences with content creation, live commerce, and purchases.
Emily Kane, head of beauty for TikTok Shop in the United Kingdom, said, "TikTok Shop will continue to support K-beauty brands in creating new touchpoints with consumers overseas and growing in global markets through a platform that combines content and commerce."


[email protected] Choi Hye-rim Reporter