Marks & Spencer (M&S) has announced plans to sell popular products on TikTok Shop as part of a new pilot scheme.

The retailer will initially sell a curated selection of beauty products and home fragrances on the shopping platform.

M&S said that the “energy and influence” of TikTok Shop will help raise awareness of its growing beauty offer as it looks to become a destination for curated beauty and grow market share in the category.

Through the pilot, creators will now be able to make content instantly shoppable within the beauty category across selected products.

M&S said it will use the trial 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.

Shoppers will also be able to access exclusive bundles and TikTok Shop-only promotions.

M&S added that it 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.

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.

According to consumer intelligence company NIQ, TikTok shop was the fastest growing online retailer in 2024, with the platform selling one beauty product every second in the UK.

M&S said the launch comes after several of its products, including a trench jacket from its summer collection and animal print collarless jacket, sold out after going viral on the platform.

Other M&S items which have gone viral include M&S haircare and bodywash, as well as disinfectant and laundry products.

The company added that the hashtag #marksandspencer has racked up 104,000 posts on TikTok, with users heading to the platform organically to share their favourite M&S products.

“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,” said Sharry Cramond, fashion, home & beauty marketing director at M&S. “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.”

Several other British retailers have experimented with TikTok shop this year, including Asda, which launched its first ever TikTok shop for charity with the aim of raising awareness of the importance of breast checking during Breast Cancer Awareness Month in October.

In February, Lidl GB has said it will become the first-ever supermarket to sell products directly through TikTok Shop.

The budget grocer started selling its new range of high protein products on the platform as part of a limited ‘pop-up venture’ on 20 February, with 3,000 exclusive Lidl GB bundles worth more than £30 available to buy for £5.

Proceeds from the sale will go to children’s charity NSPCC.

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