M&S official TikTok Shop launches as a pilot initially featuring a curated range of beauty products
M&S has officially gone live on TikTok Shop. Initially launching as a pilot, this is part of the retailer’s focus to broaden appeal and make it easier for customers to discover and shop whenever, wherever and however they like.
The shop will initially range a curated selection of beauty products, from skincare heroes, including £6 Apothecary Hand Lotion and the retailer’s SKINKIND range (from £7.50) to home fragrance favourites, like the £10 Discover (three million bottles sound and counting).
M&S says that the move comes at a time when it is capturing the attention of the TikTok community with products including this year’s Christmas decorations range, a trench jacket from its summer collection and animal print collarless jacket going viral, leading them to sell out.
Other products that have gone viral include M&S haircare and bodywash, along with disinfectant and laundry offerings. The hashtag #marksandspencer has racked up 104.2k posts on TikTok.
The launch of a dedicated M&S TikTok Shop means creators will now be able to make content instantly shoppable within the beauty category across selected products.
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.
It will partner with TikTok creators and share behind the scenes content, bringing product stories to life through tutorials, reviews and styling inspiration. Exclusive bundles and TikTok Shop only promotions will also be available.
M&S will also trial TikTok LIVE shopping sessions, hosting live beauty demos and styling sessions that let customers see products in action and ask questions in real-time.
The launch builds on M&S’s growing focus on social first storytelling, from the ‘Love That’ fashion series, the launch of M&S Man on Instagram and this year’s Christmas campaign which swaps the traditional single hero ad for a series of product led, moment-based content drops.
Additional creator content will include collection ads which makes each item worn by the creator shoppable, along with a dedicated landing page to shop their curated picks.
Sharry Cramond, Fashion, Home & Beauty Marketing Director at M&S, says: “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.”
A TikTok spokesperson 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.”
2025 RTIH INNOVATION AWARDS
Social commerce was a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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