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Recognizing the potential of its platform as a shopping destination, TikTok introduced the TikTok Shop feature. This integrated shopping experience allows users to discover and purchase products directly through the app.

For beauty brands, this presents a golden opportunity to bridge the gap between content creation and commerce, offering a seamless journey from product discovery to purchase without leaving the app.

Since the new feature was released, it’s become the fourteenth most popular Health & Beauty e-commerce retailer in the U.S. – a pretty incredible achievement considering that the shop has only been open for a few months.

A lot of personal care brands are starting to embrace subscription models and personalized care boxes, from razor brands to toothpaste brands.

Consumers are drawn to these purchasing models as they take the hassle out of stocking up on your daily personal care items. It’s also beneficial to brands as it provides recurring revenue streams.