Boots launches on TikTok Shop to expand social commerce

Boots is launching on TikTok Shop as the retailer looks to bring product discovery and purchasing closer together, initially offering a curated selection of No7 skincare and beauty products.

The retailer will debut its TikTok Shop ‘Shopfront’ on 28 September, featuring products from No7’s Pro Artist, Good Intent and Prime Forever collections. Further brands and products are expected to be added in the coming months.

The launch will also include a live shopping event focused on No7, with viewers able to access exclusive offers and purchase products directly during the broadcast.

Paula Bobbett, Chief Digital and Data Officer at Boots, said the move would allow the retailer to build on the way customers already use TikTok to discover beauty and skincare.

“Millions of consumers are already using TikTok and creator communities to discover beauty and skincare,” she said. “By joining TikTok Shop, we’re bringing inspiration and purchase closer together, while giving customers the confidence of buying directly from Boots.”

The move comes as Boots looks to broaden the ways customers can discover and shop its beauty offering.

Earlier this month, Chief Marketing Officer Charlotte Lock said that the retailer was moving away from separate category-led marketing towards a strategy built around customer “missions”, reflecting the way shoppers increasingly move between beauty, health and wellness needs.

TikTok Shop adds another route into that strategy, allowing Boots to connect social content, product discovery and purchase within the same platform.

TikTok Shop Head of Beauty Emily Caine said beauty is one of the platform’s “strongest and fastest-growing categories”. The platform said UK beauty sales increased 60% during 2025, while LIVE shopping sales rose 55% year-on-year in 2026.

Boots has also been expanding its wider beauty proposition, including the opening of a second standalone beauty store in Bristol earlier this year. The store followed its beauty concept at Battersea Power Station and stocks more than 200 beauty and wellness brands.

The TikTok Shop launch follows Boots’ decision to join YouTube’s Shopping Affiliate programme in July, giving the retailer another social-commerce channel through which customers can discover and purchase products.

The move comes as social platforms increasingly become part of the beauty shopping journey, with Boots using TikTok Shop to extend its existing retail and digital presence into a channel where customers are already discovering products.