The best UK beauty brands on TikTok Shop in 2025
In the UK, TikTok Shop has become a powerful platform for the beauty industry. In 2024, NIQ stated that UK beauty consumers tended to spend £33 more on cosmetics via TikTok Shop than the average online cosmetics buyer.
Beauty & Personal Care on TikTok Shop is the number one category at present, with almost over 13k shops recorded, generating over £230m in revenue with a 84% revenue growth rate in H2*.
By creating exclusive, TikTok-only offerings, brands can use this as a massive opportunity to capture the attention of shoppers who discover products through the dynamic, fast-paced nature of TikTok.
Methodology
Given TikTok Shop’s popularity in the beauty space, we evaluated the top 10 beauty brands on the platform.
Our assessment methodology included the following criteria:
- The top brands with the highest Gross Merchandise Value (GMV) in H2 in the beauty & personal care category (June-December 2025).
- Particular TikTok Shop areas brands are excelling in e.g. lives, organic, affiliate.
These brands included in the report have achieved stand out success in the category this year and some have also received recognition from TikTok Shop.
*These statistics are approximate and were taken from June-December 2025
*Data sourced using third party tools and not from TikTok Shop directly
1. P.Louise Makeup Academy
P.Louise has become one of TikTok’s standout beauty success stories and the current number one brand in the beauty category on TikTok Shop in H2. They have consistently strong daily volume on shoppable videos and live and maintain a strong brand presence with their instantly recognisable pink branding.
Their approach blends brand control (£12m GMV generated from their own brand account in H2), owner fronted content, consistent creator partnerships, and an expanding product ecosystem that appeals to a growing wide range audience.
They excel in building a recognisable brand: typically using three main, familiar presenters in their TikTok lives which gives the brand a reliable, on camera presence and in turn higher live shopping engagement and stronger conversion rates.
Through their product expansion and recent collaboration targeting the younger audience and even now in person events like their Winter Wonderland, they are creating countless UGC opportunities as well as rapidly growing a base of younger customers treating P.Louise as their first beauty brand.
This successful strategy is supported by the popularity of its key products and bundle deals. It’s hero SKU P.Louise Bad B*tch Energy Lip Duo generated a combined incredible £4.9m in revenue in H2. This product success is a testament to the brand’s content strategy, which includes top performing videos that directly promote it.
P.Louise success is a result of brand consistency, strong storytelling, strategic expansion, and highly optimised shoppable content. The brand has built a powerful TikTok presence that continually drives sales and cultural relevance.
- H2 GMV: £31.89m
- Best-seller: P.Louise Bad B*tch Energy Lip Duo – £4.94m generated in H2
*These statistics are approximate and were taken from June-December 2025
*Data sourced using third party tools and not from TikTok Shop directly
2. Wonderskin UK
It’s no surprise Wonderskin UK has shot up in the TikTok Shop beauty rankings this year, securing 2nd place in the category. A position driven by the major success of its viral peel off lip stain. An incredible 94.4% of the brand’s total visibility now comes through TikTok Shop, highlighting just how central this product has become to its online success.
The Wonderskin lip stain has become one of TikTok’s most talked about beauty products, sparking hundreds of thousands of UGC reviews testing longevity and if it’s actually worth the hype.
The brand has seen great success with their TikTok lives and affiliate partnerships, with 20k lives hosted in H2 so far and £6.75M of their total £7M GMV through affiliate content.
The product’s virality has also expanded beyond the platform with breakout media coverage and features from the likes of major publications such as Cosmopolitan, Marie Claire, The Sun and more. This media attention encourages new audiences to try the product everyone is talking about on TikTok.
Wonderskin has also expanded its retail presence, with the lip stain now stocked in Boots UK, Amazon UK and Selfridges.
This brand is an example of how a viral product, powered by UGC, media amplification, frequent TikTok lives, and strong retail presence has positioned Wonderskin as one of TikTok Shop’s top performing beauty brands at the moment.
- H2 GMV: £7.04m
- Best-seller: Wonderskin WONDER BLADING Lip Stain Masque – £3.8m generated in H2
*These statistics are approximate and were taken from June-December 2025
*Data sourced using third party tools and not from TikTok Shop directly
3. Made By Mitchell
Made By Mitchell has become one of TikTok’s top performing beauty brands, recognised for outstanding live shopping results, cult favourite bundles, and a loyal community. Founder Mitchell Halliday has turned the brand into a TikTok native powerhouse through strategic product expansion and highly effective shoppable formats.
One of the brand’s biggest growth engines is its sample sales, which create urgency and hype across TikTok. The prices drop dramatically and the lives featuring sample sales consistently pull high viewership and floods the brand with new customers. The launch of the Made By Mitchell store has also helped strengthen the brand’s TikTok presence.
Similar to P.Louise, they also excel at high converting shoppable video strategy and consistently executes strong TikTok Shop formats. They are well known for their big collaborations (such as their recent Spongebob Square Pants collab) and bundle drops (e.g. The Mystery Bundle), which perform exceptionally well on TikTok and keep the brand in constant conversation.
The brand’s success is concentrated around a few star products. The Curve Case Cream Makeup Palettes is the clear leader, single handedly generating £857.41k in revenue in H2 and the Destination Trunk Summer edition mystery bundle generating almost £300k. .
On TikTok, personality sells and Mitchell has built a community based on connection and transparency.
- H2 GMV: £6.4m
- Curve Case Makeup Palettes – £857k generated in H2
*These statistics are approximate and were taken from June-December 2025
*Data sourced using third party tools and not from TikTok Shop directly
4. SALSABEEL Fragrances
SALSABEEL Fragrances has emerged as one of TikTok Shop’s fastest growing fragrance brands this year, driven by the viral success of its hero product, Nyla Arabiyat Prestige and an affiliate portfolio that leans heavily on education, shock value, and authenticity.
Affiliate content has played a massive role behind Salsabeel’s rise on TikTok Shop. Instead of using direct ‘buy this now’ shop tactics, the creators lean into impactful, ‘shock factor’ educational hooks, breaking down why designer fragrances are overpriced, how shoppers are ‘being scammed’ by retail mark ups, and why affordable alternatives like Salsabeel exist.
Thousands of affiliate videos compare Salsabeel scents to premium designer fragrances while explaining concentration levels, longevity, and ingredients. This style of content positions Salsabeel as trustworthy, helping drive traffic to TikTok Shop.
Authenticity has further amplified the brand’s success. Creators frequently show packaging, batches, and real product details to emphasise that what you see is what you get. This real vs. authentic narrative has become a signature across Salsabeel’s affiliate network, reinforcing the brand’s credibility and giving creators confidence in their recommendations.
This brand has turned curiosity and controversy into a TikTok Shop success story.
- H2 GMV: £6m
- Best-seller: Viral Nyla EDP Perfume Arabiyat Prestige by Salsabeel – £5m generated alone in H2
*These statistics are approximate and were taken from June-December 2025
*Data sourced using third party tools and not from TikTok Shop directly
5. L’Oreal Paris UK
L’Oreal Paris UK is a leading brand in the beauty category on TikTok Shop. A powerful driver behind L’Oréal’s ongoing success is its network of high quality influencers that promote their product portfolio on TikTok Shop, reinforcing L’Oréal’s authority on the platform.
The brand has doubled down on daily TikTok lives supported by a fully revamped studio and consistent presenter styling.
By launching TikTok product exclusives, products that go live on TikTok before Amazon or traditional retailers, L’Oréal creates urgency, scarcity, and platform loyalty, driving shoppers to treat TikTok Shop as the go-to place.
Recent announcements from TikTok Shop, also confirm that L’Oréal is building on the momentum of its Consumer Division by expanding its TikTok Shop offering to include its full Luxury Division.
Major brands such as Kiehl’s, Lancôme, YSL Beauty, Shu Uemura, Youth To The People, Urban Decay, and Azzaro Parfums have officially launched across global TikTok Shop markets.
This expansion marks a huge step forward for discovery commerce, introducing premium beauty into a creator and content led shopping platform.
Their influencer network, consistent live presence, strategic TikTok shop product exclusive launches, and the continued success of headline collaborations like their recent Mugler campaign, make L’Oreal a continued force on TikTok Shop.
- H2 GMV: £4.67m
- Best-seller: L’Oreal Paris Revitalift Laser Eye Bag Instant Eraser – £865k in H2
*These statistics are approximate and were taken from June-December 2025
*Data sourced using third party tools and not from TikTok Shop directly
6. The Ordinary Store UK
The Ordinary UK is a major player in the beauty category, with vast majority of their GMV being generated through a high volume affiliate network.
Their most recent and notable success comes from their record breaking Super Brand Day in November, generating an outstanding GMV in just 7 days with thousands of affiliate content created and The Ordinary UK’s strongest sales periods ever on TikTok Shop.
Their top selling items in H2 were, The Ordinary – Age supporting Duo and NEW The Ordinary – Volufiline 92% + Pal-Isoleucine 1%. The brand also uses product bundles to attract customers and increase sales, with The Ordinary – Best Seller Bundle (Skincare favourites) being a notable success.
*Data sourced using third party tools and not from TikTok Shop directly
7. Nature Spell
Nature Spell has been a top brand in the beauty space on TikTok Shop for a while now and they are still one of the best in the game. Originally created by two siblings in East London, the brand’s Rosemary Hair & Scalp Oil became a TikTok phenomenon, amassing over 1 billion views and millions of user reviews.
This viral momentum has led to the brand being sold across several major retailers, with Nature Spell now available not only on TikTok Shop, but also through Boots, Superdrug, and Amazon.
One of the main factors behind Nature Spell’s success is its strong affiliate and influencer network, real people genuinely recommending the product and sharing their honest reviews/results, driving ongoing engagement and sales.
Creators have widely shared their personal hair care journeys, in particular @fleureleanorgreen who has generated £1M in revenue for the brand in the last 180 days, with the recent viral “Rapunzel style” hair transformation using the brand’s batana & rosemary oil, generating over 50M+ views across her videos and has been widely talk about on TikTok.
Their approach feels more like people sharing honest experiences rather than ads, building trust and maximising impact. The brand’s engagement with high quality affiliates and ambassadors amplifies its reach, creating mass UGC that drives discovery and reinforces Nature Spell’s positioning as a trusted, affordable, and effective brand in the beauty and haircare space.
- H2 GMV: £3.98m
- Best-seller: Nature Spell Batana & Rosemary Hair Nourishment Set – £1.38m in H2
*These statistics are approximate and were taken from June-December 2025
*Data sourced using third party tools and not from TikTok Shop directly
8. The Beauty Crop
The Beauty Crop has strengthened its presence on TikTok Shop by leaning heavily into influencer collaborations. A prime example is the Jordan Signature Nude Lip Kit, developed in collaboration with influencer Jordan Lipscombe, which taps directly into her established audience and personal style influence. These type of collaborations drives strong engagement and visibility across TikTok Shop for The Beauty Crop.
Beyond collabs, The Beauty Crop has built a strong ambassador and affiliate network that rewards content creators for sharing products, early previews, and exclusive codes, which drives ongoing reviews and UGC across the platform.
The brand also emphasises bundle focused offerings, like their best selling advent calendars and box sets (e.g. the highly popular Oui Cherie Prep & Set Duo). The Beauty Crop combines unique skincare style makeup products with plant based formulas that actually work, something that keeps the beauty community coming back.
According to recent retail analysis, brands like The Beauty Crop who grew popular on the platform are able to activate creators quickly and meet demand at peak cultural moments, which is a significant advantage on TikTok Shop compared to slower traditional retail models.
- H2 GMV: £3.36m
- Best-seller: Advent Calendar – 25 Days of The Beauty Crop – Makeup and Skincare – £257k in H2
*These statistics are approximate and were taken from June-December 2025
*Data sourced using third party tools and not from TikTok Shop directly
9. Garnier UK
Garnier, L’Oréal CPD’s largest skincare brand, held their first Super Brand Day on TikTok Shop UK from 1st–7th April 2025, under the theme ‘C the Bright Side.’ Using a creator first strategy, new product drops and a strong live shopping presence, the brand successfully engaged new audiences while spotlighting its Vitamin C range.
Garnier streamed over 50 hours of LIVE content, featuring Davina McCall, Jamie Laing and Sophie Habboo, Olivia Attwood and Brad Dack, and creators Ash Holme and Jack Remmington. A standout 12 hour LIVE with Made by Mitchell and founder Mitchell Halliday delivered major engagement and became the week’s hero moment.
Alongside the viral Vitamin C Glow Bundle, Garnier introduced two TikTok Shop exclusives, the Vitamin C Over Makeup UV Mist and the Vitamin C Brightening Liquid Toner. Additional themed bundles, including a Davina McCall edit and limited time sets like Glazed Donut Skin, offered 40%+ discounts and drove strong conversion.
The campaign exceeded expectations, achieving 186% of the GMV target and 242% of the LIVE shopping goal. Garnier’s Super Brand Day demonstrated the impact of combining creators, community and commerce to deliver results at scale.
- Super Brand Day results – 186% of GMV target and 242% of LIVE shopping goal
10. Sacheu Beauty
This year, Sacheu Beauty centred its TikTok Shop strategy on affiliate marketing and TikTok first product bundles. This approach delivered strong performance, achieving a conversion rate 2.5x higher on TikTok Shop compared with their DTC site.
Founded by creator Sarah Cheung, the brand was inherently built for TikTok, and their UK launch leveraged that advantage. Sacheu activated hundreds of affiliates through the TikTok Shop Affiliate Program, ensuring products were showcased by trusted beauty creators.
This was supported by strategic LIVEs, shoppable content, and a six hour Mega LIVE that combined UGC and giveaways to maximise reach and engagement.
The results were significant: over $100K GMV in their first 30 days, including more than $35K driven directly by affiliate creators.
TikTok first promotions and creator led collaborations can generate conversion rates that far exceed traditional ecommerce channels.
- Campaign results – $100K GMV in first 30 days and more than $35K driven by affiliates.
Key Takeaways
Treat affiliates as your primary sales channel, not a side tactic
Across nearly every top performing brand, affiliate volume directly correlates with revenue scale. The biggest wins came from brands activating hundreds to thousands of creators.
Proven by:
- The Ordinary UK – majority of their GMV came from affiliates, with thousands of affiliate videos active during their Super Brand Day.
- Wonderskin UK – £6.75M of £7M GMV driven through affiliate content.
- Salsabeel – Growth driven by thousands of ‘shock factor’ affiliate videos.
- Nature Spell – Affiliates like @fleureleanorgreen generating £1M GMV alone through viral rapunzel hair transformation content.
Lives require a lot of commitment
If you’re doing lives, you have to go BIG. This can mean going live every day or going live for a long period of time with a lot of supportive content to promote these. Sporadic strategies do not work. The data in this report shows a dramatic shift toward frequency and scale.
Proven by:
- Garnier UK – 50+ hours streamed, celebrity hosts, and a 12 hour mega live, delivering 242% of their live shopping goal.
- L’Oréal Paris UK – Daily lives with professional studios and consistent presenters – driving routine traffic and platform authority.
- Wonderskin UK – 20k lives hosted in H2, keeping their viral lip stain constantly visible and purchasable.
Hero products and bundles drive the majority of GMV
The biggest GMV spikes came from one of two things:
- A viral hero SKU
- A TikTok exclusive bundle or launch
Proven by:
- Wonderskin UK – Their viral lip stain did £3.8M and powered the brand to #2 in the category in H2.
- P.Louise – ‘Bad B*tch Energy Lip Duo’ alone achieved £4.94M in GMV in H2.
- Made By Mitchell – Sample sales, mystery bundles, and limited collabs fuelled rapid sell outs.
- The Beauty Crop – Their top 3 products make up approximately 23% of their overall revenue.
Anchor your brand around one SKU or bundle that is constantly promoted, launch TikTok specific offers before any other channel.
People buy from people on TikTok
TikTok’s top beauty brands aren’t faceless. They have recognisable personalities at the centre of their content. These are TikTok specific brands who have built their brands around featuring their founders in content and their audience continue to support the individuals, keeping them at the top of the category.
Proven by:
- P.Louise – The founder and the consistent trio of presenters form the brand’s identity, consistent faces generate higher live retention and audience growth for the brand.
- Made By Mitchell – Mitchell Halliday’s continued and highly active involvement in the brand helps foster that community and loyalty.
*1 – Kalodata, June-December 2025
Looking for more insight reports about the best brands on TikTok?
- Best UK Retail Brands on TikTok 2025
- Best B2B Brands On TikTok 2025
- Top 25 UK Brands On TikTok Shop 2024
- Best UK Charities On TikTok 2025
- Best UK Brands On TikTok Shop 2024
- Best Fintech Brands On TikTok 2024
- Best Apps On TikTok 2023
About Nonsensical.
We’re a TikTok agency based in the UK who work across strategy, organic, influencer, paid and TikTok Shop.
You can find more TikTok insight from us in our Substack – The TikTok Sauce that releases every 2 weeks.
