TikTok Shop poised for 'record' Black Friday as it reveals top beauty trends for golden quarter

At an event attended by TheIndustry.beauty, the social media giant revealed the top trends and products set to shape this year's all-important golden quarter.

As part of this, TikTok Shop aims to reshape the Black Friday shopping experience through live shopping sessions and shoppable videos, enabling real-time interaction between buyers and sellers.

Last Black Friday, TikTok Shop saw triple-digit growth in the UK, marking its strongest sales day of the year. Since then, the platform has continued to grow - and in June 2025, the company surpassed its Black Friday record during its Summer Sale.

This momentum is further reflected in a 72% increase in daily live shopping sessions over the past year. In the UK alone, TikTok now hosts around 6,000 live shopping sessions every day.

Meanwhile, the number of products available on TikTok Shop has grown by 445% year-on-year -highlighting the platform’s strong expectations for a "standout" Black Friday performance in 2025.

This Black Friday, TikTok is set to host even more daily live streams, including new Super LIVEs -where individual sellers are expected to generate up to $1 million in sales during a single broadcast.

The first of these Super LIVEs took place last week, with viral brand P.Louise. The stream generated over $2.7 million in just 14 hours, breaking TikTok Shop sales records across both the UK and EU.

In addition, L'Oréal Paris will host its own Super LIVE later this month, spotlighting its new Mugler collection alongside a range of other products.

Emily Caine, Head of Beauty at TikTok Shop UK, also shared key insights during the event - including growth data and trend forecasts for the peak season.

"Over the last four years, we have seen TikTok Shop transform the beauty industry. On the platform, beauty is one of the fastest growing categories, with beauty TikTok Shop Lives achieving 90% growth year-on-year," said Caine.

What’s more, one beauty product is sold every second on TikTok Shop, with its influence extending beyond online to offline as well.

"We call it the TikTok halo effect. High street retailers are being drawn to the brands that go viral on TikTok, but brands on TikTok are also seeing growth in their existing sales channels as a result of launching on TikTok Shop," added Caine.

"Similarly, we're seeing a halo effect of US brands, like Sacheu and LYS break into UK markets, while UK-founded TikTok Shop businesses, like Made by Mitchell, crack other markets outside the UK."

With 80% of TikTok users stating that content on the platform directly influences their beauty product choices, Caine notes that the lead-up to Black Friday is "when beauty on TikTok Shop truly ignites", with categories like fragrance - which boasts the highest average basket size across all categories - expected to perform particularly well.

"This Black Friday, beauty shopping on TikTok Shop will be nothing like traditional e-commerce. TikTok Shop is different. It's where discovery feels personal, LIVE events feel like entertainment, and purchases are informed with advice and demos from sellers or creators," concludes Caine.