Dr.Melaxin expands UK presence following TikTok Shop success

Korean skincare brand Dr.Melaxin is expanding its presence in Boots stores across the UK less than a year after launching in the market, following strong consumer demand driven by its success on TikTok Shop.

The brand is now available in 196 Boots stores nationwide, with a dedicated skincare category bay in 156 locations.

The rollout includes 88 stores stocking Dr.Melaxin for the first time, while a further 68 existing stockists have expanded their product range.

Developed to target concerns such as ageing, pigmentation, enlarged pores and loss of firmness, Dr.Melaxin offers a range of clinically tested skincare products.

Since launching in the UK in November 2025, the brand has generated more than £19 million in Gross Merchandise Value (GMV) on TikTok Shop UK, attracted over 680,000 customers and sold more than 700,000 units.

Its products have also reached the top of TikTok Shop UK's Beauty & Personal Care category, with routine-care bundles occupying the platform's two bestselling positions.

The expansion reflects the growing influence of social commerce in the beauty sector, with brands increasingly using platforms such as TikTok Shop to build consumer awareness and demand before expanding into national retail.

Other TikTok-viral brands, including Made by Mitchell, Glow For It, and P.Louise, have followed similar growth trajectories.

The Boots range includes several of Dr.Melaxin's bestselling products, including the Cemenrete Calcium Multi Balm and Peel Shot exfoliating range