M&S has officially launched on TikTok Shop, bringing customers’ favourite products to the UK’s fastest-growing shopping platform, where one beauty item is sold every second.
The pilot launch of the official M&S TikTok Shop marks the retailer’s latest step in expanding its appeal and making it easier for customers to shop whenever, wherever, and however they choose.
At launch, the shop features a curated range of Beauty favourites — from skincare essentials like the £6 Apothecary Hand Lotion and the SKINKIND range (from £7.50), to home fragrance bestsellers such as the £10 Discover collection, with more than three million bottles already sold. Combining M&S’s trusted quality and value with TikTok’s creativity and influence, the new shop aims to boost awareness of M&S’s growing beauty offering as it continues its journey to becoming a destination for curated beauty.
Capturing the TikTok Buzz
The move to TikTok Shop comes as M&S products continue to go viral on the platform — from this year’s Christmas decorations and summer trench jacket to the animal print collarless jacket, all of which sold out following TikTok exposure.
Viral hits have also included M&S haircare, bodywash, disinfectant, and laundry lines. The hashtag #marksandspencer now features over 104,000 posts, as fans organically share their favourite finds.
With the new TikTok Shop, creators can now make shoppable content within the Beauty category, making it easier than ever for users to purchase their favourite M&S products directly through the app.
Connecting with a New Generation
Through this pilot, M&S will experiment with new ways to reach and engage younger audiences who discover brands via creators and short-form video.
The retailer will collaborate with TikTok creators to produce behind-the-scenes content, tutorials, reviews, and styling inspiration. Shoppers can look forward to exclusive bundles and TikTok Shop-only offers, along with TikTok LIVE shopping sessions featuring live beauty demos and styling events where customers can ask questions and see products in real time.
A Social-First Approach
This launch strengthens M&S’s social-first storytelling strategy, following initiatives like the ‘Love That’ fashion series, M&S Man on Instagram, and this year’s Christmas campaign built around a series of short, product-led content moments rather than a single hero ad.
This season, M&S is doubling down on shoppable content — from ‘tap to shop’ posts and interactive TikTok LIVE sessions to creator-led collection ads and dedicated landing pages featuring their curated picks.
Sharry Cramond, Fashion, Home & Beauty Marketing Director at M&S, said: “Our TikTok Shop supercharges the buzz we have on the platform by bringing the magic of M&S into a space where people love discovering new products – making it even easier for fans to shop their favourites while bringing our quality, style and value to new audiences. It’s the latest step in our social-first, product-led strategy – meeting customers where they are and putting product right at the heart of our marketing.”
Broghan Smith, Head of Fashion & Beauty Key Accounts at TikTok Shop, said: “We’re so excited to welcome M&S to TikTok Shop, making popular in-store finds instantly shoppable in the app. With many M&S items going viral and dominating the FYP, this partnership gives our community a seamless way to discover and now seamlessly shop the M&S products they love.”
