The brand focuses on simplified, high-performance essentials across skincare, haircare, and wellness. Curated Beauty London is a new skincare, haircare, and wellness brand created by a team of beauty industry experts, each with over 30 years of experience. (Curated Beauty)CDE: Why did you decide to retail via TikTok Shop and Amazon? TikTok Shop lets us reach an engaged, beauty-curious audience in an authentic way, while Amazon is about convenience and trust. TikTok Shop especially is a whole new world – the pace, the content, how you advertise, even the affiliate side.