Ulta, Sephora, and Boots expand retail presence on TikTok Shop

Major beauty retailers, including Ulta Beauty, Sephora, and Boots, are implementing distinct social-commerce strategies on TikTok Shop to capitalize on growing consumer product discovery through the platform.

In the United States, beauty products generated $2.7 billion on TikTok Shop in 2025. Ulta Beauty utilizes a distributed sales base through approximately 2,800 affiliates, while Sephora recently launched the ‘Sephora Drop Shop’ experience to offer curated selections to US users.

In the United Kingdom, Boots launched its first TikTok Shop storefront on September 28, featuring collections from brands such as No7. The retailer aims to create a more connected shopping experience by bringing inspiration and purchasing closer together through live shopping events and exclusive offers.