M&S has launched on TikTok Shop 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 is part of M&S’s focus to broaden appeal and make it easier for customers to discover and shop whenever, wherever and however they like.
The 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) to home-fragrance favourites, like the popular £10 Discover (three million bottles sound and counting). 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’ growing beauty offer as the retailer looks to become a destination for curated beauty and grow market share in the category.
Going viral
The move to TikTok Shop comes at a time when M&S is capturing the attention of the TikTok community with products 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.
Other products that have gone viral include M&S haircare and bodywash, and even disinfectant and laundry products. In fact, the hashtag #marksandspencer has racked up 104.2k posts on TikTok where users head to the platform organically to share their favourite M&S products.
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.
A new way to connect
M&S 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.
The retailer will 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 also be available.
M&S will also trial TikTok LIVE shopping sessions, hosting live beauty demos and styling sessions that let customers see products in action and ask questions in real time.
A social-first strategy
The launch builds on M&S’s growing focus on social-first storytelling, from the ‘Love That’ fashion 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.
This season, the retailer is doubling-down on content that is truly ‘shoppable’ - from ‘tap to shop’ posts, as well as interactive and customisable TikTok live-shopping sessions. 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.
Sharry Cramond, Fashion, Home & Beauty Marketing Director at M&S, said: “Our TikTok Shop supercharges the buzz we have on the platform by bringing the magic of M&S into a space where people love discovering new products - making it even easier for fans to shop their favourites while bringing our quality, style and value to new audiences. It’s the latest step in our social-first, product-led strategy - meeting customers where they are and putting product right at the heart of our marketing.”
Broghan Smith, Head of Fashion & Beauty Key Accounts at TikTok Shop, said: “We’re so excited to welcome M&S to TikTok Shop, making popular in-store finds instantly shoppable in the app. With many M&S items going viral and dominating the FYP, this partnership gives our community a seamless way to discover and now seamlessly shop the M&S products they love.”
ENDS
Notes to Editors
*TikTok Shop was the fastest growing online retailer in 2024: (Source NIQ Digital Purchases, Total eCommerce, Value Share, 1st January 2024 to 31st December 2024)
2025 Fashion, Home & Beauty