Opinion: Legacy brands must take advantage of TikTok Shop on Black Friday and beyond to stay relevant

Published: 10-Nov-2025
Retail Marketing Digital

TikTok Shop can appear daunting for established beauty brands, but the opportunity is thrilling, argues Eva Liu is Social Commerce Director, UK & US Markets, at social agency SAMY

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TikTok has changed beauty forever. The platform – the first truly all-in-one app, social-to-commerce ecosystem outside of China – has reinvented the way people discover, share, learn and buy beauty products.  

TikTok and TikTok Shop are now where diverse beauty cultures and trends happen,  whether legacy brands like it or not. 

If you are serious about driving sales on Black Friday (28 November 2025), and beyond, then TikTok Shop should be part of your growth strategy.

It is no wonder that UK supermarket M&S has just joined the platform, and started with beauty products first.

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  • Companies:
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