The Best UK Homecare Brands on TikTok Shop
TikTok Shop and Homecare
In the UK, TikTok Shop has become a powerful platform for the home supplies industry. According to NIQ, 55% of consumers now make direct purchases of household items through social media or livestream shopping platforms, highlighting how big a role TikTok Shop now plays in the category.
Home supplies is the #3 category on TikTok Shop just under Beauty and Womenswear, with over 22,000 shops recorded, generating more than £86m in revenue and over £52m in affiliate revenue in the last 180 days (Kalodata, November 2025 to May 2026).
It’s a huge opportunity for homecare brands to create exclusive TikTok-only offerings and capture the attention of shoppers who discover products through the fast-paced nature of TikTok.
This report takes a look at the best 10 UK homecare brands leading the way on TikTok Shop right now, looking at the highest GMV and best sellers.
But more importantly, it digs into how each of them is actually winning, because the brands sitting next to each other on the leaderboard are running surprisingly different businesses underneath.
Methodology
To identify the Top 10 UK Home Supplies on TikTok Shop, we conducted an in-depth evaluation based on their TikTok Shop performance and strategy. Our assessment included:
- The top brands with the highest Gross Merchandise Value (GMV) in the last 180 days in the Home Supplies category (November 2025 to May 2026)
- Where their revenue comes from: affiliate creators, the brand’s own TikTok account, or the Shopping Mall storefront
- How concentrated their sales are on hero products versus a broader catalogue
- Specific TikTok Shop areas they are excelling in: lives, organic, affiliate, and how their commission rates and creator networks compare
Statistics are approximate and were sourced via Kalodata, not TikTok Shop directly.
Each brand in this report has achieved stand-out success in the category in the last six months, with several also receiving recognition from TikTok Shop.
The Top 10
1. Yass Clean
GMV: £2.46m · Channel: 75% affiliate · 24% own account · 1% shop · Hero product: 23% of brand
Yass Clean has seen rapid growth since launching in 2024, selling more than 350k units across TikTok Shop, Amazon, Tesco and other marketplaces, and generating £10m in revenue within its first year. They were also recently recognised by TikTok Shop, winning Breakthrough Seller of the Year (FMCG) 2025.
The brand’s success has been driven by a strong focus on transparency, customer feedback, and building trust with both affiliates and consumers. They recently relaunched their best seller with a stronger, more intense formula, adapting the product to meet growing consumer demand, and that single relaunched SKU has generated over £500k in GMV on TikTok Shop in the last six months alone.
Yass Clean are known for their scent, and sampling is how they get seen. They send free samples of their products to affiliates that then showcase them on TikTok Shop, which has built a creator network of 2,632 individual affiliates on the hero scent booster alone. They’ve generated £1.8m in affiliate revenue in the last 180 days.
What’s unique here: Yass Clean is a rare brand running the full suite of TikTok activities all together and has truly gone all in on the platform. Affiliates, daily lives, and a strong self-operated account all working in parallel at meaningful scale.
Around half their product revenue comes from live commerce, a quarter from their own account, and the rest from affiliates.Their mega live launch event on 1 April pulled over £80k in a single day.
They’re also one of the most active brands launching new products: 39 of their 72 active SKUs have launched in the last six months and have already generated £642k between them. Yass is constantly bringing new variants to market and letting creators decide which ones scale.
- GMV (180 days): £2.46m
- Best sellers: Scent Booster Laundry Beads and F’king Magic Fabric and Upholstery Foam Cleaner
2. My Fabulosa
GMV: £2.41m · Channel: 97% affiliate · 1% own account · 1% shop · AOV: £9.10 (lowest in cohort) · Items shipped: 264.9k
My Fabulosa is not only #2 in the category but was also awarded Rising FMCG Star at the TikTok Shop Awards 2025. They do well at regular product drops, such as limited-edition TikTok Shop exclusive bundles like the Juicy Pop line featuring Cherry Bomb and Raspberry Kiss.
Top affiliates showcase unboxing hauls, viral cleaning hacks, and reviews of bundles that make homes smell “boujee” for under £10. Their best-performing creators include @menciudeni and @charlie_pops1, and affiliate revenue accounts for 97% of their overall GMV in the last six months.
My Fabulosa shop videos have inspired millions to refresh their homes, with their TikTok Shop award reinforcing the strong connection they’ve built with their audience, generating an impressive £2.4m in GMV in the last 180 days on TikTok Shop.
What’s unique here: My Fabulosa has gone all in on affiliates and handed almost their entire sales engine to creators. 97% of revenue comes from affiliate content, with under 3% from their own account or the Shopping Mall combined.
They’ve also built around a low average order value of £9.10, which means their £2.4m of revenue came from 264,870 individual items shipped, volume of low-ticket bundles rather than premium pricing. The revenue trendline shows discrete spikes rather than steady growth, which lines up with their event-driven bundle launch strategy and TikTok Shop exclusives.
- GMV (180 days): £2.41m
- Best sellers: Fabulosa Scented Classics Collection Fragranced Household Cleaning Bundle and Fabulosa Winter Angel Fragranced Household Cleaning Bundle
3. Wholesale UK
GMV: £2.01m · Channel: 87% affiliate · 0% own account · 13% shop · Hero product: 45% of brand · Active affiliates: 636 in 30 days
Wholesale UK has emerged as a strong performer in the Home Supplies category on TikTok Shop, generating over £2m in revenue and selling more than 101k units in the last 180 days. Their strategy combines low cost with aggressive affiliate distribution and live selling to achieve this sales volume.
The brand’s growth has been driven almost entirely through affiliate-led commerce, with affiliates responsible for £1.74m of total revenue (87%), significantly outperforming both Shopping Mall sales (£262k) and self-operated account revenue (£2.8k). This highlights Wholesale UK’s success with creator partnerships and high-volume affiliate content to scale reach and conversions.
The top five performing affiliates have generated almost £300k in the last six months. The account also benefits from highly active live strategies, with some streams exceeding 62 hours and driving over 620k views in a single session.
What’s unique here: Wholesale UK has gone all in on bulk-pack paper products. Almost half their revenue (£896k) comes from one product, a 120-pack of luxury 3-ply toilet rolls.
Add tissues and napkins and paper-based products make up 94% of their entire business. Their assortment is stable rather than experimental: out of 100 active products, only one was launched in the last six months. They’re scaling proven SKUs harder, supported by 636 active affiliates who posted 1,230 new videos in the last 30 days alone.
- GMV (180 days): £2.01m
- Best sellers: 120x Luxury Evo Toilet Rolls and Deep Fresh Multi Surface Cleaning Wipes
4. Minky Homecare
GMV: £1.75m · Channel: 94% affiliate · 5% own account · 2% shop · Active affiliates: 1,660 in 30 days
Award winning, Minky Homecare is a leading player in the home supplies category, driving significant GMV through affiliate led content and TikTok Shop LIVEs.
Minky has built a strong affiliate ecosystem, generating £1.6m (93%) of GMV through partnerships with cleaning and lifestyle creators in the last six months, with their top-selling items being the Minky Flexi Edge Floor Sweeper and Minky Homecare Power of Love Cleaning Bundle.
The brand has also found major success with visually satisfying ‘before and after’ cleaning content, where creators showcase products like the Minky Mop and Glass Cloth through in-video product tagging.
Minky drives strong conversion growth through its 5 to 10 hour ‘mega lives’ featuring exclusive deals, live demos, and giveaways, plus trend-led campaigns such as ‘Home Refresh Week’ and the ‘Minky to Pinky’ product drops.
They’re also speaking at our TikTok Shop event in London on 28 May 2026, where they’ll share their affiliate success on the platform!
What’s unique here: Minky has built an enormous, highly active creator network. In the last 30 days alone, 1,660 affiliates posted 4,920 new videos for Minky, roughly three videos per affiliate per month. The Flexi Edge Floor Sweeper alone has 1,260 different creators on it.
That depth of affiliate participation has been built despite paying a moderate 8% commission rate, which suggests Minky has earned genuine creator affinity through product quality and consistent engagement, not just margin. They’ve also kept tight subcategory focus: cleaning cloths, squeegees and mops between them deliver 84% of brand revenue.
- GMV (180 days): £1.75m
- Best sellers: Minky Flexi Edge Floor Sweeper and Minky Homecare Power of Love Cleaning Bundle
5. Monty Miracle
GMV: £1.42m · Channel: 97% affiliate · 2% own account · 1% shop · Hero product: 81% of brand (highest)
Monty Miracle has become one of TikTok Shop’s standout cleaning brands, leveraging viral ‘before and after’ transformation content to drive rapid growth across the Home Supplies category.
Monty Miracle generated £1.41m in TikTok Shop revenue over the last 180 days, selling more than 57k units. Affiliates were responsible for £1.37m of total revenue (97.1%), highlighting the brand’s success with creator partnerships and UGC-led shop strategy.
The brand’s success has been driven by highly visual cleaning demonstrations showcasing patios, walls, and outdoor surfaces transforming within minutes using the Complete Outdoor Cleaner, their hero product. Their top-performing affiliate shop ad delivered more than £135k revenue from one video alone.
Affiliates including @hullofadeal, @boxedbargain, and @athomewithloula have played a major role in scaling awareness and conversions through relatable cleaning transformations, garden refresh content, and limited-time offers. Monty Miracle also regularly uses flash sales and discount-led promotions to increase urgency and drive impulse purchases during peak seasonal demand.
What’s unique here: Monty Miracle has gone all in on one product family. 81% of their brand revenue comes from the 5L Complete Outdoor Cleaner alone. Add the 2L bottle and the 5L Pack of 2 variant and three products from the same product line deliver 96% of total revenue.
They run a focused 8-product catalogue, and every single one is in triple-digit growth (the hero is up 524%). They also pay a generous 16% commission, which at £21.94 retail works out at £3.51 per affiliate sale, attractive enough that 3,274 different creators have made the SKU worth posting about.
- GMV (180 days): £1.42m
- Best sellers: Monty Miracle Complete Outdoor Cleaner 5L Bottle and Monty Miracle Complete Outdoor Cleaner 5L Pack of 2
6. Misabargains
GMV: £1.27m · Channel: 47% affiliate · 1% own account · 52% shop · Hero product: 40% of brand · Items shipped: 57.0k
Misabargains has built a strong TikTok Shop presence by turning everyday essentials into impulse-buy products through value-led content. In the last 180 days, the brand generated around £1.27m in revenue and sold over 57k units, driven largely by bulk-buy household products like toilet rolls.
One of the key things they do well is using simple, relatable hooks focused on saving money and stocking up. Videos built around phrases like “bulk buy”, “free shipping”, and “this is massive” consistently perform well because they tap directly into TikTok’s deal-focused audience.
They also focus heavily on a small number of hero products rather than spreading attention across too many SKUs. Their top product alone generated over £500k in revenue, showing how effective repeat affiliate content and consistent messaging can be when scaling winning products.
What’s unique here: Misabargains has built their business around the Shopping Mall storefront as a major sales channel, which is unusual for the category. 52% of their GMV comes from the shop tab, with the remaining 47% from affiliate creators and just under 1% from their own account.
The affiliate side supports the discovery, but the storefront is doing the heavy lifting on conversion. Their hero SKU (a 120-roll Panda Cuddle 3-ply toilet paper at £501k) shows the strength of bulk paper bundles when paired with simple, deal-led messaging.
- GMV (180 days): £1.27m
- Best sellers: 120 Rolls Panda Cuddle 3 Ply Non-Scented Luxury Quilted Toilet Paper and 120 Panda Cuddle Aloe Vera Toilet Rolls 3 Ply
7. Denny Shop UK
GMV: £1.15m · Channel: 88% affiliate · 1% own account · 12% shop · Catalogue: 218 active products · Top product: 15% of brand
Denny Shop UK has built a strong presence within TikTok Shop’s Home Supplies category, generating over £1.15m GMV in the last six months, with affiliates responsible for £1.01m of total revenue (87%).
The brand works with a large network of affiliates who produce fast-paced, solution-based product videos including relatable DIY, cleaning, and home improvement content. Their top-performing products include storage and home organisation items such as the 4 Tier Telescopic Bathroom Corner Shelf, alongside garage shelving units, mop systems, and moisture absorbers, generating over half a million in GMV combined in the last six months.
Their shoppable ads also perform particularly well, with some of their top videos demonstrating these products in real-life home settings having generated up to £135k in revenue.
What’s unique here: Denny runs a genuinely broad household catalogue, with 218 active products across storage, damp proofing, mops, wall clocks and hot water bottles.
The top product accounts for only 15% of revenue and the top three combined come in under a third, so the business is spread across many sellers rather than concentrated on one hero.
- GMV (180 days): £1.15m
- Best sellers: 4 Tier Telescopic Bathroom Wall Corner Shelf Storage Organiser and 5 Tier Racking Shelf Heavy Duty Garage Shelving
8. Luxe Home Essentials
GMV: £1.18m · Channel: 83% affiliate · 0% own account · 17% shop · Active since: June 2025 · Hero product: 80% of brand
Luxe Home Essentials has become a top performer within TikTok Shop’s Home Supplies category, like many other brands on this list, by leaning into high-volume affiliate-led content. Over the last 180 days, the brand generated £1.18m in revenue and sold more than 63k units, with affiliates responsible for £975k of total sales (82.5%).
One of the brand’s biggest strengths is its ability to turn low-consideration household products into impulse purchases through effective affiliate content. Their best-selling product, the 120 Rolls Panda Cuddle Classic Soft Quilted Toilet Tissue, generated £946k in revenue alone, supported by shock-factor and strong-hook videos that have performed strongly across TikTok feeds. Top-performing organic and ad videos have generated over £225k in the last 180 days.
Alongside affiliate content, Luxe Home Essentials also uses lives to maintain visibility and drive sales. Some livestream sessions exceeded 40 hours, helping the brand continuously surface products to their audience while reinforcing a strong discount and value-led positioning.
What’s unique here: Luxe Home Essentials seem to have gone from a standing start to £1.18m of revenue in roughly 11 months, an unusually fast climb into the top performers. They run a pure affiliate-only model: 80% of revenue comes from one toilet tissue SKU with 1,139 creators behind it, and their self-operated account revenue is £0. They’ve doubled down on what works (one strong hero SKU plus a creator network), with no investment in their own content. A genuinely focused operator.
- GMV (180 days): £1.18m
- Best sellers: 120 Rolls Panda Cuddle Classic Soft Quilted 3-Ply Toilet Tissue and 120 Rolls 3-Ply Quilted Toilet Tissue Bulk Pack
9. Living and Home UK
GMV: £1.10m · Channel: 93% affiliate · 1% own account · 6% shop · Hero product: 55% of brand · Top 2 subcats: 84% of revenue
Living and Home UK is a standout brand on TikTok Shop UK. Over the last 180 days, the brand has generated approximately £1.1m in TikTok Shop revenue, with more than 93% (£1.03m) driven through affiliates rather than its own account activity.
One of the biggest reasons for their success is how effectively they turn everyday home improvement products into highly shareable TikTok content. Their top-performing product, peel-and-stick flooring tiles, alone generated over £583k in revenue and more than 21k units sold in the last six months.
They partner with affiliates to showcase transformations, quick room upgrades, and affordable DIY hacks. Videos such as “Kitchen floor glow up on a budget” and “So many of you wanted the link for this flooring” consistently drive millions of views as they immediately demonstrate value and visual impact within the first few seconds.
Living and Home UK works with a broad mix of affiliates across lifestyle, family, and home décor niches. Creators like @ellie_and_thetwins and @comfylivinghome have helped push significant revenue by showcasing products in relatable real home settings, allowing the brand to scale rapidly across multiple audience types at once. Their TikTok Shop presence feels less like an endless stream of home inspo content.
What’s unique here: the peel-and-stick floor tiles story is even more concentrated than it looks at first glance. That one SKU is doing 55% of total brand revenue, with 622 different creators producing transformation content for it.
It’s a textbook TikTok product: visually dramatic, low-friction install, instant before/after content.
- GMV (180 days): £1.10m
- Best sellers: Livingandhome 24/28/36pcs Peel & Stick Wood-Look PVC Vinyl Decorative Stickers and Livingandhome 3/4/5 Tier Shoe Rack with Coat Hooks
10. Splesh UK
GMV: £1.05m · Channel: 46% affiliate · 33% own account · 21% shop · Live share: 52% (highest) · AOV: £25.05 (highest)
Splesh UK has built strong momentum on TikTok Shop by combining bulk-buy value offers through both a seller-operated and affiliate-driven strategy. The brand is best known for selling high volumes of household essentials, particularly quilted toilet rolls and kitchen towels, through highly discounted multi-pack bundles.
Splesh’s success has been driven by a value-led strategy focused on bulk purchasing, frequently promoting bundles of 72 or 84 rolls at heavily discounted price points to encourage impulse purchases and repeat orders.
The brand also runs near-continuous TikTok lives, often streaming from early morning through to the evening with live demos, limited-time deals, and giveaways to maintain engagement and drive conversions, with over 9,000 live sessions in the last six months.
Affiliate marketing also plays a major role in the brand’s growth, with a wide network of UK-based affiliates showcasing large deliveries and “too good to miss” deals through relatable, humour-led content (just under half a million in revenue in the last 180 days). This combination of affordability and high-frequency creator and owned content has helped Splesh gain a place as a top 10 performer within TikTok Shop’s Home Supplies category.
What’s unique here: Splesh has gone all in on live commerce. Around 52% of their product-level revenue comes from live, with 53 of 100 products being live-led, and two of their bundles explicitly labelled as ‘LIVE EXCLUSIVE’ (£82k and £64k each, both at 92% live revenue share).
Not only are they running lives, they’re also building products specifically for the format. Splesh also runs a genuinely diversified channel strategy: 33% from their own account, 46% from affiliates, 21% from the Shopping Mall, an unusually balanced mix. And they sit at a premium price point too, with an average order value of £25 thanks to those bulk multi-pack bundles.
- GMV (180 days): £1.05m
- Best sellers: Splesh by Cusheen Quilted Luxury White 3 Ply Soft Toilet Tissue Paper 72 Rolls and Splesh Culina Premium Kitchen Towel 3 Ply Ultra Absorbent XL Roll
Key Takeaways
Pulling everything together across the top 10, five things stand out. Some of them push back on the conventional wisdom about what works on TikTok Shop.
1. Brands going all in are winning the best
The biggest performers treat TikTok Shop as a serious, full-stack sales channel and invest in it accordingly: product designed for the platform, daily content, mega lives, large affiliate networks, frequent launches, the lot.
Yass Clean runs affiliates, daily lives, their own account and constant new product launches all in parallel.
Splesh runs over 9,000 live sessions in 180 days alongside a multi-channel mix.
Minky has built a creator network of 1,660+ active affiliates, posts 4,920 videos a month, and adds trend-led campaigns on top.
The brands climbing the leaderboard fastest are the ones treating TikTok Shop as a serious commercial channel rather than a marketing experiment.
Half-effort doesn’t scale here.
2. Affiliates are the engine of the category
Across the top 10, affiliates drive roughly 83% of combined revenue, and that share is even higher for most of the individual brands.
My Fabulosa pulls 97% of their GMV from creators. Monty Miracle 97%. Living and Home UK 93%. Minky 94%.
The brands with the biggest revenue have built the biggest creator networks: Minky has 1,660 active affiliates, Wholesale UK has 636, and individual hero SKUs are being pushed by 1,500 to 3,000+ different creators each.
The lesson is simple: on TikTok Shop, your affiliate programme is the channel.
The brands winning at this are investing in commission rates, sampling, creator outreach and content support to keep that network active.
Brands that try to drive growth without a real affiliate strategy struggle to break into the top tier.
3. Hero products and bundles drive the majority of GMV
The biggest growth spikes consistently come from either one hero SKU or an exclusive TikTok bundle. Monty Miracle’s Complete Outdoor Cleaner does 81% of their entire brand on its own.
Luxe Home Essentials gets 80% from one toilet tissue. Living and Home UK get 55% from peel-and-stick floor tiles.
Yass Clean’s reworked Scent Booster crosses £500k as a single SKU. My Fabulosa’s TikTok-exclusive bundles drive millions in GMV.
Other brands like Splesh, Denny and Yass Clean spread their revenue across deeper catalogues with multiple supporting products. Both models work, but very few brands succeed sitting in the middle.
The most effective approach is to either pour everything behind one breakout product, or build a genuinely diversified assortment with several supporting sellers. Half-measures rarely scale.
4. TikTok Lives are powerful but not universal
Many of the top performing brands combine affiliate content with continuous TikTok lives to maintain visibility, create urgency, and convert impulse purchases at scale. The brands going hardest are committing to scale and consistency.
Yass Clean, Splesh UK and Luxe Home Essentials regularly run long-duration livestreams featuring flash deals, giveaways, product demos, and limited-time bundles.
Splesh has run over 9,000 sessions in 180 days; Luxe has hit 40+ hour streams. But the data also pushes back on the idea that lives are essential for everyone. Yass Clean and Splesh UK are the brands that have made live commerce a major share of their revenue.
For the storage and décor brands like Denny and Living and Home, and even the affiliate-led FMCG brands like Fabulosa and Monty, the day-to-day business runs primarily on video-led affiliate content with lives playing a smaller role. Lives are core for some product types, supplementary for others.
5. Launch velocity is the hidden growth lever
Yass Clean has launched 39 new products in the last six months (more than half their assortment), generating £642k from those newcomers alone. Splesh and Minky pumped out 31 to 33 new SKUs each. Wholesale UK launched just 1.
The brands accelerating up the leaderboard are constantly bringing new products to market and letting creators decide which ones scale.
For brands wondering how to break into this top 10 from outside, the data points clearly at one answer: launch more SKUs, faster, with TikTok-first variants designed for the platform, and double down on whichever ones get traction.
Stay tuned for our next report on The Top 50 UK Universities on TikTok 2026.
Looking for more reports on the best TikTok insight?
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- Top UK Beauty Brands On TikTok Shop
- Top UK Retail Brands On TikTok
- Top UK Universities On TikTok 2025
- Top Global B2B Brands on TikTok
- Top UK Charities on TikTok
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.
