TikTok Shop UK has reported a 60% increase in year-on-year (YoY) beauty sales, with K-beauty cited as a key reason for the boost. “On TikTok Shop [UK], we have seen how education and engagement drives purchase decisions. This has allowed for more targeted searches, with TikTok UK reporting #matureskincare searches have increased by 75% in Q4 2025, while #dryskin rose by 20% quarter-on-quarter. Emily Caine, Head of Beauty at TikTok Shop UK, said: “What is different about TikTok Shop is that users do not 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.