British multinational retailer Marks & Spencer (M&S) has joined TikTok Shop in the UK through a pilot programme, introducing a curated range of its beauty products on the social media platform’s shopping feature.
As part of the pilot, M&S will collaborate with TikTok creators to make certain beauty items directly purchasable through the app.
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The initial range includes products such as the £6 ($7.82) Apothecary Hand Lotion, the SKINKIND range starting at £7.50 and the £10 Discover fragrance collection, which has sold more than three million bottles.
According to M&S, engagement on TikTok has been steadily increasing, with items such as its Christmas decorations and seasonal clothing gaining traction among users.
The hashtag #marksandspencer has generated more than 104,000 posts featuring customer-shared content, the retailer said.
M&S Fashion, Home & Beauty marketing director 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.
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By GlobalData“It is 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.”
The retailer will also trial live sessions featuring product demonstrations and styling advice, along with limited product bundles and platform-specific offers.
The initiative aligns with M&S’ ongoing social media strategy, which includes campaigns such as the Love That fashion series, M&S Man on Instagram and other product-focused digital projects, the company said in a statement.
TikTok Shop Fashion & Beauty Key Accounts head Broghan Smith added: “We are 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 [For You Page], this partnership gives our community a seamless way to discover and now seamlessly shop the M&S products they love.”
In August, M&S committed £340m to enhance its food supply chain through the creation of an automated distribution centre in Northamptonshire, England.
The investment will span multiple years and is aimed at constructing a 1.3 million-square-foot National Distribution Centre equipped with advanced automation technology.
Located at the Daventry International Rail Freight Terminal, the facility is expected to be operational in 2029.
