Is TikTok Shop Driving Consumer Trends and K-Beauty Demand?

The modern marketplace is vastly different than it was 10 years ago, with social media playing a greater role in spend than ever. 

TikTok has revolutionised how consumers shop, with influencers being able to link directly to a shop as they advertise a clothing item, accessory, makeup palette and more.

Now, more than 30,000 beauty brands are active on the platform, with a category growth of 26%.

A new type of shopping

In September 2023, TikTok Shop was officially launched in the US, having been beta tested in the UK and Indonesia in 2021. By 2025, TikTok Shop became the UK’s fourth largest beauty retailer, following a 60% year-on-year growth.

Traditional e-commerce websites are being replaced, with 70% of shoppers saying they have made a purchase through social media, according to the DHL E-Commerce Trends Report 2025. Moreover, 82% of shoppers are influenced by viral trends, particularly those in Gen Z. 

TikTok is changing how consumers are finding products and being influenced to purchase. Customer recommendations, ‘Get Ready With Me’ videos, or skincare routine how-to’s are changing how young people interact with skincare and beauty products.

The rise in K-beauty

In the last 15 years, Korean trends have become increasingly sought-after, with the rising popularity of K-pop and K-drama. This has also led to a more recent rise of Korean skincare, driven by the desire to emulate a soft and dewy look, made popular by Korean idols and social media trends.

At a London industry showcase in January, TikTok demonstrated how Discovery Commerce on TikTok Shop is reshaping the beauty industry. The platform saw a 125% surge in K-Beauty searches, with consumers looking to achieve a ‘glass skin’ look.

The last year has seen the UK launch of K-beauty brands like Medicube, Beauty of Joseon and BIOHEAL BOH, tapping into a UK customer base. In January, TikTok reported that #kbeauty was the third most-used beauty hashtag in the UK. 

"UK consumers are increasingly seeking skincare that delivers real results, and K-beauty’s multi-step, ingredient-led routines resonate strongly here,” explains Lexy Shim, Team Lead on the TikTok Shop Marketing Team at Medicube.

“On TikTok Shop, we’ve seen how education and engagement drives purchase decisions. Shoppable videos and LIVE Shopping sessions also allow us to connect directly with customers, helping them understand and embrace routines like ‘glass skin’ step by step."

Global success

According to Korean based business consulting firm KOISRA, the South Korean beauty market was valued at US$25bn in 2025 – the fifth largest globally and the first in per capita spending. 

In 2024, K-beauty product exports reached US$9.35bn, with a popularity explained by its transformative serums, innovative ingredients - such as snail mucin - and dedication to hydration. The industry puts an emphasis on the high-quality of their products, a focus on their anti-aging properties or high-performance components and a targeting of Gen Z and Millennials.

"With market data, and strong partnerships spanning more than 20 years, we are creating a unique and differentiated shopping experience to allow more customers to enjoy healthy and beautiful lifestyles," says Sun Jung Lee, CEO of Olive Young, a leading player in K-beauty.

The American takeover

When K-beauty first entered the western market in 2011, exports were at US$650m. Within six years, this had risen to US$4bn. Chasing the high, 2017 saw the launch of Seoul Ceuticals.

"We started to see this increase in growth in interest in K-beauty, and began developing a skincare brand to meet that demand… when we really saw it emerging in the US," says Seoul Ceuticals' Director of Retail Relationships Ann Majeski.

"It has been extremely successful. We've seen a global acceptance and demand for the K-beauty products."

Though making its products in the US, its products are sourced from South Korea. For Seoul Ceuticals, this is enough to label itself as a K-beauty brand. This is a point of argument for many, including Seung-Goo Kim, Co-Founder of Hwarang'.

"The products should be manufactured by a Korean manufacturer," emphasises Seung-Goo.

As South Korea continues with its innovation and marketing strategy, K-beauty is only set to grow further - especially as more US-based companies are embedding Korean products within their brands. The cosmetics industry is shifting, which leads us to wonder whether K-beauty will take the lead.