# Ulta and Sally Beauty Launch TikTok Shops as Platform Sales from Major Brands Nearly Double in 2025 *Mainstream retailers validate the short-form commerce channel, making it safe for mid-market brands to follow.* By **Jenny Huang Goodman MPA MSc MHSA, Principal** — The Stash Edge, Hako Shikin LLC. Published 2026-08-06. Canonical: https://www.pops4.com/stash/articles/major-retail-brands-on-tiktok-shop-2026-08-06t06-2 Subject: Major Retail Brands on TikTok Shop Tags: tiktok shop, social commerce, distribution, beauty retail, short-form video --- Sales from major brands on TikTok Shop nearly doubled in 2025, according to Modern Retail, with established retailers Ulta Beauty and Sally Beauty both launching storefronts on the platform. The move signals mainstream retail acceptance of a channel that many physical-product brands still treat as experimental. Ulta and Sally Beauty didn't just list products—they opened full TikTok Shop storefronts, integrating checkout directly into the app. This eliminates the friction of redirecting users to external sites, allowing impulse purchases to convert in the same feed where discovery happens. The brands are treating TikTok Shop as a primary sales channel, not a marketing experiment. The mechanism that made this work is risk reduction through early-mover validation. When enterprise retailers with brick-and-mortar operations and legacy customer bases commit operational resources to a platform, they signal to mid-market brands that the infrastructure is stable, the economics are viable, and the audience is real. TikTok Shop moves from novelty to standard distribution. A beauty brand watching Ulta staff a storefront can now justify budget allocation without needing to pioneer. The doubled sales figure reflects both platform growth and the compounding effect of brand density. As more recognizable names populate the shop tab, consumer trust increases, search behavior normalizes, and the platform becomes a browse destination rather than a content-only app. The same dynamic that made Amazon's third-party marketplace explode once major brands joined. For a small physical-product brand, the steal is direct: open a TikTok Shop storefront now while competition in your niche is still thin. The setup cost is zero. Connect your existing product catalog, enable in-app checkout, and treat it as a parallel channel to your Shopify store. The key operational shift is producing short-form video that demonstrates the product in use—not polished ads, but quick clips showing the item solving a problem or being unboxed. Post **three to five videos per week**, each under **60 seconds**, with product links embedded. Use TikTok's native affiliate tools to let creators promote your products on commission, essentially building a creator network without upfront spend. The budget constraint is content production, not ad dollars. A solo founder can shoot clips on an iPhone in under an hour per session, batch-editing for the week. The platform's algorithm rewards consistency and watch-through rate, not production value. A brand selling kitchen tools can film one use case per product—peeling garlic, dicing onions, opening jars—and cycle through the catalog. The storefront converts browsers who find you through content or search. The broader pattern is platform arbitrage narrowing. When enterprise retailers validate a new channel, the window for easy organic reach starts closing. Brands that establish presence and build follower bases now will benefit from algorithmic preference and audience loyalty as the platform matures and ad costs rise. The move isn't risky anymore—it's table stakes. ## The takeaway Open a TikTok Shop storefront and produce simple product-demo videos weekly before enterprise density drives up competition. --- ## 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