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TikTok Shop is huge for the beauty industry

A TikTok logo surrounded by jazzy lines and colorful accents
Illustration by Nick Barclay / The Verge

Online shopping changed how we buy things — and social media platforms are reshaping shopping again. TikTok Shop, the company’s in-app shopping feature, is quickly becoming a key retailer for the beauty industry, according to a report by Dash Hudson and NielsenIQ.

TikTok Shop is now the ninth-largest online beauty and wellness retailer in the US and the second-largest in the UK, the report found. TikTok Shop’s footprint in the industry has been steadily growing over the past several months, according to prior research. AdWeek reports TikTok Shop has blown past competitors like major department stores, small beauty specialty stores, and direct-to-consumer brands.

TikTok Shop has been available in the US for less than a year and allows…

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