Marks & Spencer has joined TikTok Shop, marking its first step into the fast-growing social commerce space. The retailer said the move is part of its strategy to adapt to changing retail trends and connect with younger consumers.
Launching as a pilot, the official M&S TikTok Shop will feature a curated range of beauty products, including the £6 Apothecary Hand Lotion, items from the Skinkind range starting at £7.50, and popular home fragrance products such as the £10 Discover line. The company said the goal is to “bring customers’ favourite products to the UK’s fastest-growing shopping platform, where one beauty product sells every second.”
By combining M&S’s reputation for quality and value with TikTok’s influence, the retailer aims to strengthen awareness of its beauty offering and position itself as a destination for curated beauty.
M&S noted that several of its products have already gone viral on TikTok, from Christmas decorations to fashion pieces like a trench jacket and an animal print collarless jacket, both of which sold out after gaining traction online. The hashtag #marksandspencer has accumulated over 104,000 posts on the platform.
Through the pilot, M&S will explore new ways to reach and engage audiences via creators and short-form video. Creators will now be able to make content instantly shoppable within TikTok’s Beauty category, while exclusive bundles, TikTok Shop-only promotions, and live shopping events will also be tested.
The retailer plans to collaborate with TikTok creators to share tutorials, product reviews and styling inspiration, as well as behind-the-scenes content to bring product stories to life.
This move builds on M&S’s broader digital strategy, which has seen the company expand its presence across social platforms through initiatives such as the ‘Love That’ fashion storytelling series, the M&S Man Instagram account, and a Christmas campaign focused on product-led, shoppable content.
