M&S has joined TikTok Shop with a pilot programme featuring carefully selected beauty items, aiming to connect with younger shoppers on the UK's fastest-expanding shopping platform.
The retailer's official TikTok Shop forms part of efforts to expand its appeal and let customers browse and buy however they prefer.
The pilot shop stocks a handpicked range of beauty items, from £6 Apothecary Hand Lotion and SKINKIND products starting at £7.50 to beloved home fragrances like the £10 Discover range, which has already sold three million bottles.
Bosses hope that by combining the "quality and value" of M&S with TikTok's "energy and influence", the platform will establish the retailer as a go-to beauty destination.
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M&S plans to collaborate with TikTok creators who'll share behind-the-scenes glimpses, bringing products to life through tutorials, reviews, and styling tips.
The retailer will test TikTok LIVE shopping events, featuring real-time beauty demonstrations and styling sessions where viewers can watch products in action and ask questions directly.
Special TikTok Shop-only deals and exclusive product bundles will be available to shoppers.
The move allows creators to make their beauty content instantly purchasable, linking directly to selected products in their videos.
"M&S will use the pilot to explore different ways to broaden appeal and connect with younger audiences who are increasingly discovering brands through creators and short-form video," the company stated.
This approach recognises how today's shoppers, particularly younger ones, find and engage with brands through social media content rather than traditional advertising.
The TikTok Shop launch follows a wave of M&S products going viral on the platform, from this year's Christmas decorations to a summer trench jacket and an animal-print collarless jacket, all of which sold out after gaining traction.
Even unexpected items like hair care, body wash, disinfectant, and laundry products have captured TikTok users' attention, with the hashtag #marksandspencer generating 104,200 posts.
M&S hopes to become a go-to destination for all things beauty
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'We're so excited to welcome M&S to TikTok Shop, making popular in-store finds instantly shoppable'
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This pilot fits into M&S' wider social-first approach, including the 'Love That' fashion series, M&S Man on Instagram, and this year's Christmas campaign that swaps traditional hero adverts for product-focused, moment-based content drops.
The retailer is doubling down on truly shoppable content this season, from "tap to shop" posts to interactive TikTok live-shopping sessions and collection ads that make every item worn by creators instantly purchasable.
Fashion, home and beauty Marketing Director at M&S, Sharry Cramond, 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."
Head of Fashion and Beauty Key Accounts at TikTok Shop, Broghan Smith, 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."
The launch of M&S on TikTok comes as the retailer announces a major change to fashion, home, and beauty campaigns ahead of Christmas.
Tearing up its traditional Christmas playbook, M&S has swapped the usual single blockbuster advert for a series of mini films set to drop throughout the festive season.
It's a clever move that recognises shoppers don't just make one big Christmas splurge anymore.
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