M&S joins TikTok Shop to bring its most-loved products to a new generation of shoppers

M&S has launched on TikTok Shop to bring customers’ favourite products to one of the UK’s fastest growing shopping platforms.

Initially launching as a pilot, the official M&S TikTok Shop is part of M&S’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 popular £10 Discover (three million bottles sound and counting). By bringing together the quality and value of M&S with the energy and influence of TikTok, the shopping platform will help raise awareness of M&S’ growing beauty offer as the retailer looks to become a destination for curated beauty and grow market share in the category.

The move to TikTok Shop comes at a time when M&S 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, and even disinfectant and laundry products. In fact, the hashtag #marksandspencer has racked up 104.2k posts on TikTok where users head to the platform organically to share their favourite M&S products.

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.

The retailer 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.

This season, the retailer is doubling-down on content that is truly ‘shoppable’ – from ‘tap to shop’ posts, as well as interactive and customisable TikTok live-shopping sessions. 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, said: “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.”

Broghan Smith, Head of Fashion & Beauty Key Accounts at TikTok Shop, 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.”