THE WHAT? Glossier has added TikTok Shop to its sales channels, following its retail expansion into Sephora in 2023.

THE DETAILS The direct-to-consumer beauty brand is now selling products through TikTok Shop, which has quickly grown into one of the largest beauty retail platforms in the US. TikTok Shop generated US$2.5 billion in beauty and personal care sales in 2023 and is now the eighth-largest beauty retailer in the country, according to NielsenIQ. The move follows Glossier’s wholesale launch at Sephora, which contributed to a US$100 million sales lift in its first year.

THE WHY? TikTok Shop has become a key sales channel for beauty brands, driven by Gen Z users who increasingly make purchases directly through the platform. Glossier’s expansion reflects broader industry shifts toward social commerce.

Source: Fast Company