TikTok drives K-beauty boom in U.K. with London showcase and seller surge - CHOSUNBIZ

Visitors attend TikTok's exclusive K-beauty TikTok Shop offline event Where Glow Begins in Shoreditch, London, UK. /Courtesy of TikTok TikTok said on the 22nd that it held an exclusive K-beauty TikTok Shop offline event, "Where Glow Begins," at Protein Studios in Shoreditch, London, on the 12th and 13th (local time). This was the first time TikTok Shop in the U.K. held an offline event with K-beauty as the sole theme. Nineteen Korean K-beauty brands took part, and the venue featured brand booths, a live commerce zone, and a beauty masterclass zone. About 400 creators participated during the campaign period to test products, produce content, and host live broadcasts. Through this, K-beauty brands directly engaged with local creators and expanded their experiences with products and brands into a variety of content, broadening touchpoints to reach U.K. consumers, the company said. The K-beauty category on TikTok Shop in the U.K. has grown rapidly, with the number of active K-beauty sellers as of August up 875% from a year earlier, and K-beauty–linked live broadcast sessions up more than 305% year over year. Sales of K-beauty products also rose about 60% in the second quarter compared with the first quarter of 2026. Creator activity in beauty has also increased, with the number of beauty creators active on TikTok Shop in the U.K. this year up more than 70%, and the commissions they earned up 105%. Emily Caine, head of beauty for TikTok Shop U.K., said, "K-beauty is being discovered by consumers around the world in diverse ways through creators' content and real-use experiences," adding, "TikTok Shop will continue to help K-beauty brands create new touchpoints with overseas consumers and grow in the global market, based on a platform that combines content and commerce." ※ This article has been translated by AI. Share your feedback here.