M&S joins TikTok Shop, starting with a range of beauty products

Retail giants like M&S can sometimes be accused of being slow to react to retail trends but the company has been reshaping itself in recent periods and aiming to maximise opportunities from the changing retail landscape. With that in mind, it has just announced that it has launched on TikTok Shop.

The aim is to “bring customers’ favourite products to the UK’s fastest growing shopping platform where one beauty product sells every second in the UK”.

Initially launching as a pilot, the official M&S TikTok Shop will initially range a curated selection of beauty products “from skincare heroes”, including £6 Apothecary Hand Lotion and the retailer’s Skinkind range (from £7.50), and home-fragrance favourites, like the popular £10 Discover. 

“By bringing together the quality and value of M&S with the energy and influence of TikTok, the shopping platform will help raise awareness of M&S’s growing beauty offer as the retailer looks to become a destination for curated beauty and grow market share in the category,” it explained.  

The company also said that a number of its products have gone viral on TikTok, “including this year’s Christmas decorations range, a trench jacket from its summer collection and animal print collarless jacket going viral, leading them to sell out”.  

And the hashtag #marksandspencer has racked up 104.2k posts on TikTok.  

The launch of a dedicated M&S TikTok Shop means creators will now be able to make content instantly shoppable within the Beauty category across selected products.

The company said it will use the pilot “to explore different ways to broaden appeal and connect with younger audiences who are increasingly discovering brands through creators and short-form video”.

It also plans to partner with TikTok creators and share behind-the-scenes content, bringing product stories to life through tutorials, reviews and styling inspiration. Exclusive bundles and TikTok Shop-only promotions will be available too and TikTok Live shopping sessions, beauty demos and styling sessions will be trialled.  

The retailer has upped its game in the social media space in recent periods, including its ‘Love That’ fashion storytelling series, the launch of M&S Man on Instagram and this year’s Christmas campaign, “which swaps the traditional single hero ad for a series of product-led, moment-based content drops”. 

Part of this sees it “doubling-down on content that is truly ‘shoppable’… Additional creator content will include collection ads which makes each item worn by the creator shoppable, along with a dedicated landing page to shop their curated picks,” we’re told.