Ulta Beauty is coming to TikTok Shop. While TikTok Shop has been embraced by creators and individual brands, there are few retailers on the platform. However, TikTok is positioning itself as a partner to brands, rather than a competitor. So, Ulta is making itself one of the pioneers of social shopping as they work to reinvigorate themselves with social and AI commerce. They’ll be starting with a selection of 15 “only-at-Ulta brands,” making them immediately purchasable on TikTok. Ulta will also have access to TikTok Shop’s data on trending products and content and expects a “viral ‘halo effect’” to boost sales both on the platform and in-store. This is likely just the start of a wave of retailers joining TikTok Shop to reach Gen Z, with YPulse data showing 55% of 18-24-year-olds use it. (Glossy, BoF)
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