TikTok Shop hosts first K-beauty pop-up event in London
TikTok held its first standalone K-beauty pop-up event on TikTok Shop in the United Kingdom, bringing together 19 Korean beauty brands at Protein Studios in London's Shoreditch neighborhood from Sept. 12-13, the company said Tuesday. The two-day event, called "Where Glow Begins," ran alongside an in-app campaign, "K-Beauty Super Brand Week," from Sept. 13-18. TikTok Shop is the platform's…
TikTok Shop showcased its inaugural K-beauty pop-up event in London's Shoreditch district from September 12-13, uniting 19 Korean beauty brands under the "Where Glow Begins" banner, according to a Tuesday announcement. This two-day affair ran concurrently with an in-app campaign, "K-Beauty Super Brand Week," which spanned from September 13-18. TikTok Shop's integrated e-commerce platform empowers consumers to make purchases directly from videos and live streams without exiting the application.
The event spanned a venue with brand booths, a dedicated livestream commerce area, beauty workshops, and spaces for photo opportunities. Approximately 400 influencers participated in product trials, content generation, and live-streamed broadcasts throughout the campaign period. K-beauty has rapidly emerged as one of the most dynamic categories on TikTok Shop UK.
The platform's active K-beauty sellers surged by 875 percent as of August compared to the previous year, while K-beauty livestream sessions escalated by more than 305 percent during the same timeframe. K-beauty product sales saw a notable growth of roughly 60 percent during the second quarter of this year.
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- TikTok Shop hosts first K-beauty pop-up event in London koreatimes.co.kr
