Korean skincare brand Beauty of Joseon enlists THG Commerce to power UK TikTok Shop launch

THG Commerce, a solution from THG Ingenuity, has announced a partnership with K-beauty brand, Beauty of Joseon, for its official UK TikTok Shop launch.

Following success in the US market, the TikTok Shop expansion into the UK kicked off on 30th January. 

The brand's entry into the UK market in social commerce has been supported by promotional activities including an exclusive Beauty Crush event on 23rd January, where a group of affiliate creators were introduced to and gifted the full shade selection of their hero product, the Daily Tinted Fluid Sunscreen.

This was followed by a dedicated K-beauty brand highlight during Beauty Crush week, from 9th - 14th February.

As part of the partnership, THG Studios has provided studio space, alongside live streaming facilities and talent recruitment services. 

Lucy Cooper, Chief Commercial Officer, THG Ingenuity, says: “We are proud to have supported Beauty of Joseon’s successful UK TikTok Shop launch. The rapid ascent of social commerce presents significant opportunity for brands to connect with consumers in more immediate and authentic ways.”

“At THG Commerce, we provide the end-to-end ecosystem that turns this opportunity into measurable success. Our comprehensive solution combines data-driven social strategy and performance marketing with the world class content creation and live streaming capabilities of THG Studios.”

“By integrating our managed services with our state-of-the-art facilities, we empower brands like Beauty of Joseon to not only enter new markets seamlessly but to thrive by creating engaging, high impact experiences that resonate directly with their audience.” 

A spokesperson for Beauty of Joseon says: “We are excited to officially launch on TikTok Shop UK in partnership with THG Commerce. As a brand rooted in heritage and efficacy, we see TikTok Shop as a powerful channel to connect more directly with our global community.”

“Through this partnership, we aim to deliver engaging, education led content and curated product experiences tailored to UK consumers. We look forward to building strong, long-term relationships with our audience through authentic storytelling and continued innovation on TikTok Shop.” 

2026 RTIH Innovation Awards

Social commerce will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC 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.