Emily Caine, head of beauty at TikTok Shop UK, said: “What’s different about TikTok Shop is that users don’t necessarily know what product they want to buy yet. Ning Cheah, founder of The Beauty Crop, said: “TikTok Shop is like a real-time beauty counter. On TikTok Shop, education and engagement directly influence purchase decisions.”From TikTok Shop to the High StreetSuccess on TikTok Shop is increasingly translating into wider retail impact, acting as a trend incubator for the UK high street. Similarly, The Ordinary’s exclusive TikTok Shop launch of its Volufiline serum generated significant traffic across other retail channels once the exclusivity period ended. Greise Astrauskaite @griese_a , Content Creator said: “TikTok Shop has allowed me to earn a meaningful income from doing something I am incredibly passionate about.