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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.

Cosmetics and beauty have always been highly competitive industries and had historically relied on huge advertising campaigns in glossy magazines a...