Beauty retailers are racing to TikTok Shop – can Sephora and Ulta Beauty succeed in social commerce?
Sephora and Ulta Beauty are launching on TikTok Shop to capitalize on its billion monthly beauty searches and $4.4bn in US sales. Sephora's Drop Shop experience debuts on 19 September, while Ulta Beauty aims to meet Gen Z demand. TikTok Shop grew 60% year-over-year in the UK. According to Charm.io's CEO, this move aligns with beauty discovery trends.



