# Major Brands on TikTok Shop Nearly Doubled Sales in 2025, Drawing Ulta and Sally Beauty *Live-selling and creator partnerships turned a social platform into a viable ecommerce channel for established beauty retailers.* By **Jenny Huang Goodman MPA MSc MHSA, Principal** — The Stash Edge, Hako Shikin LLC. Published 2026-06-21. Canonical: https://www.pops4.com/stash/articles/brands-on-tiktok-shop-aggregated-2026-06-21t12-2 Subject: Brands on TikTok Shop (aggregated) Tags: tiktok shop, live selling, creator commerce, beauty retail, social commerce, distribution --- Sales from major brands on TikTok Shop nearly doubled in 2025, according to Modern Retail, with established retailers Ulta Beauty and Sally Beauty joining the platform as it reshaped the US beauty ecommerce landscape. The documented growth signals a shift from experimental presence to core distribution channel for brands that previously treated TikTok as awareness-only media. Ulta and Sally Beauty both launched storefronts on TikTok Shop in early 2025, joining legacy brands that had already committed resources to the platform. Modern Retail reported that aggregate sales from major brands on the platform grew by nearly **100 percent** year-over-year, driven by a combination of live-selling events, creator-led product pushes, and the platform's native checkout that eliminates the friction of off-platform conversion. The mechanism works because TikTok Shop collapses discovery and transaction into a single session. A viewer watches a creator demonstrate a product, taps to purchase without leaving the app, and completes checkout in under thirty seconds. The Business of Fashion noted that beauty brands cannot afford to ignore TikTok Shop because the platform has trained a cohort of buyers to expect immediate purchase availability during content consumption. Brands that delay entry cede shelf space to competitors and third-party resellers who list products without authorization. The play is not organic reach. Brands pay creators to host live-selling sessions and produce short-form reviews, then amplify those videos with paid promotion inside TikTok. Marketing Dive documented that retail brands experience both viral success and operational disruption as TikTok Shop drives unpredictable demand spikes. Brands that cannot fulfill sudden volume lose the algorithmic favor that made the spike possible. The platform rewards consistent stock availability and fast shipping, not one-time viral moments. A small physical-product brand can run this play with a single SKU and a modest budget. Identify three micro-creators in your category with **5,000 to 25,000 followers** and offer them product plus a **10 to 15 percent commission** on sales through their TikTok Shop affiliate link. Send enough inventory for them to demonstrate the product in a live session and film three short reviews. Spend **$200 to $500** boosting the best-performing creator video to a cold audience matched to the creator's demographic. Direct traffic to your TikTok Shop storefront, where buyers complete purchase without visiting your website. The creator handles proof, the ad handles reach, the platform handles conversion. Track sell-through rate and reorder velocity, not total views. If a creator drives **fifty units** in a week, restock them immediately and negotiate a second live session. If a creator generates views but no purchases, replace them. The platform's attribution is exact: you see which creator drove which sale. Optimize for revenue per creator relationship, not cost per impression. The broader pattern is that social platforms are becoming primary distribution, not traffic sources. Brands that treat TikTok Shop as a marketing channel miss the operational requirements. The next move is to integrate inventory management between your Shopify store and TikTok Shop so stock levels sync in real time, preventing overselling during a creator-driven spike. ## The takeaway TikTok Shop converts discovery into transaction in one session; brands that sync inventory and pay creators for live selling capture sales competitors lose to off-platform friction. --- ## Publisher **Hako Shikin LLC** — Virginia Beach, Virginia. Founded 1997. ASI 217876 · DUNS 18-204-6339. Principal and author: **Jenny Huang Goodman MPA MSc MHSA**. - Author: https://www.huanggoodman.com/about - LLM context: https://www.pops4.com/stash/llms.txt - MCP endpoint, for AI agents: https://mcp.pops4.com/mcp - Client dashboard: https://dashboard.pops4.com/ - Catalogue: 70,000+ products, 200+ brands