TikTok Is Becoming the Future of Beauty Commerce
TikTok isn’t just a platform for beauty trends, it’s rapidly transforming into a global commerce powerhouse. By adopting strategies that have proven successful in China, TikTok is reshaping how beauty products are discovered, sold, and scaled.
In China, TikTok’s sister app, Douyin, has revolutionized e-commerce through live-streaming. Influencers like Zheng Xiangxiang have mastered the art of rapid product promotion, showcasing items for just three seconds each. Despite the brief exposure, her sessions can generate millions in sales within a week. Zheng’s minimalist approach, highlighting products swiftly and efficiently, has captivated audiences and demonstrated the immense potential of live commerce.
It seems TikTok is mirroring China’s success by introducing features like TikTok Shop, live shopping events, and influencer affiliate programs in Western markets. These tools aim to integrate product discovery and purchase within the app, streamlining the consumer journey and enhancing conversion rates. This is not surprising considering Beijing-based ByteDance is the parent company of both TikTok and Douyin. TikTok and Douyin are essentially the same platform, though Douyin is available only in China and has more advanced e-commerce features, and TikTok is the international version. ByteDance was co-founded by Zhang Yiming in 2012, though Zhang Yiming has since stepped down from the role of CEO. TikTok’s current chair is Liang Rubo, listed by TIME Magazine as one of the most 100 influential people in AI in 2024.
In 2024, Xavier Niel, a French billionaire and founder of telecom giant Iliad, joined ByteDance’s board. Niel’s expertise in technology and infrastructure, combined with his connections to the luxury sector through his partnership with Delphine Arnault of LVMH, positions him to influence TikTok’s global strategy, particularly in Europe.
For beauty brands, TikTok’s evolution presents both opportunities and challenges. The highest-grossing product category on TikTok Shop is reportedly beauty and personal care. The platform’s shift towards live commerce emphasizes the need for real-time engagement and rapid content creation. Brands must adapt to this fast-paced environment to remain competitive.
That said, while TikTok can be a powerful tool for beauty brands, it is not an absolute necessity for survival or profitability. Brands must assess their target demographics, marketing strategies, and brand identity to determine the most effective platforms for their growth — especially considering TikTok may finally be banned on June 19th.
