TikTok Shop has unveiled the winners of its 2025 UK Awards, which spotlights the sellers, creators and viral products that made the most impact on the platform – and beauty was high on the list.
The awards event from the ByteDance-owned social media’s shopping platform offers a snapshot of what consumers are demanding – with beauty companies e.l.f. Cosmetics, The Ordinary and Wonderskin all taking home prizes.
“The event reflected the vibrant spirit of TikTok Shop – energetic, creative and community-led, honouring the people and businesses leading the wave of discovery commerce,” TikTok Shop UK said in a statement.
TikTok Shop’s 2025 UK Awards beauty winners
Breakthrough Seller – Beauty winner: Wonderskin
For 2025, make-up brand Wonderskin was named as Breakthrough Seller in Beauty, with hero item Wonder Blading All-Day Lip Stain surpassing 413,000 units sold on TikTok Shop UK.
The brand, co-founded by Michael Malinsky and Marina Kalenchyts in 2020, is a “true TikTok-first brand that has achieved standout success on the platform”, Emily Caine, Head of Beauty at TikTok Shop UK, told Cosmetics Business.
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