M&S has launched on TikTok Shop, offering customers a curated selection of M&S Beauty products on the social commerce platform.

As one of the fastest growing shopping platforms, one beauty product sells every second on TikTok in the UK. M&S’ aims to bring together the “quality and value” of its beauty ranges with the “energy and influence” of TikTok, broadening customer reach and engagement among younger demographics of shoppers.

Supercharging M&S buzz on TikTok

Initially launching as a pilot, the official M&S TikTok Shop is part of the retailer’s focus to broaden its appeal and make it easier for customers to discover and shop across any channel.  

“Our TikTok Shop supercharges the buzz we have on the [TikTok] platform by bringing the magic of M&S into a space where people love discovering new products,” Sharry Cramond, Fashion, Home & Beauty Marketing Director at M&S, said.

M&S has already captured the attention of the TikTok community, with viral sell out products including its 2025 Christmas decorations range, as well as its trench coats and animal print jackets.

Social-first, product-led engagement

The launch of a dedicated M&S TikTok Shop means creators can now make content instantly shoppable within its Beauty category across selected products, including skincare and home fragrance.

“It’s the latest step in our social-first, product-led strategy – meeting customers where they are and putting product right at the heart of our marketing,” Cramond added.

“We’re so excited to welcome M&S to TikTok Shop, making popular in-store finds instantly shoppable in the app,” said Broghan Smith, Head of Fashion & Beauty Key Accounts at TikTok Shop. “With many M&S items going viral, this partnership gives our community a seamless way to discover and shop M&S products they love.”

Not just any influencer collab

As well as broadening its appeal to connect with younger audiences who discover brands through influencers and short-form videos, M&S will partner with TikTok creators. This will see collabs with digital creators and social influencers sharing behind-the-scenes content, tutorials, reviews and styling inspiration.

M&S will also trial hosting TikTok LIVE shopping sessions, beauty demos and styling sessions that let customers see products in action and ask questions in real-time.