TikTok has recently unveiled its first-ever UK Shopping Report, offering a fascinating look into the nation’s buying habits. The report explores the most influential shopping trends and standout products across fashion, beauty, tech, and home. TikTok Shop is transforming the way the UK shops, earning the title of the country’s fastest-growing* online retailer in 2024.
- Visual storytelling: Before-and-after transformations sell better than bullet points.
- Trust through creators: Influencers act as your beauty advisors, demonstrating results in real time.
- Impulse-friendly: No cart abandonment from switching apps – checkout happens right there.
- Viral challenges & trends: Think “#GlazedSkin” or “#HairTok” for your wellness hair masks.
- Short, snackable videos: 10–30 seconds to hook viewers.
- Authenticity over polish: Raw, unfiltered content often outperforms glossy ads.
Instagram Shop isn’t just a feature; it’s a built-in storefront that merges content and commerce so seamlessly that buying feels like part of the browsing experience. For beauty and wellness brands, it acts like a 24/7 pop-up shop sitting inside a platform with over 1 billion monthly active users.
Why it works so well for beauty & wellness:
- Discovery-driven: People already come to Instagram for inspiration – skin routine reels, nail art, workout snippets – so they’re primed to discover and try new products.
- Visual-first: The platform rewards high-quality imagery and aesthetic storytelling, both of which are essential for beauty brands.
- Built-in trust: When products are showcased by creators or brands users already follow, the “buy” barrier drops dramatically.
If TikTok Shop is the energetic street market where trends explode overnight, Instagram Shop is the chic, well-curated boutique where shoppers linger, compare, and carefully select their new go-to beauty finds. The magic happens when brands use both, catching attention on TikTok and converting long-term customers on Instagram.
Working with Bespoke Advantage
Bespoke Advantage is a London based international beauty brand consultancy. We are a team of experts, associates and business partners specialising in supporting our clients – award-winning entrepreneurs, well established beauty and wellness businesses, retailers, investors, trade bodies and embassies – in developing and growing their brands across the beauty and wellness marketplace. If you are looking to launch a beauty or wellness brand or you are looking for support in expanding your brand across markets, GET IN TOUCH.