October 11, 2026Rachel Kim – Technology EditorTechnology Major beauty retailers including Ulta Beauty, Sephora, and Boots are bringing major beauty retail onto TikTok Shop with distinct social-commerce strategies. As TikTok increasingly influences consumer product discovery, these established retailers are moving away from waiting for viral products to send shoppers to traditional websites or physical stores. TikTok says Live shopping sales increased 55% year over year in 2026, whilebeauty became one of TikTok ShopUK’s strongest categories. Ulta Beauty and Sephora Expand Social Selling Strategies The strategy expanded to include exclusive bundles, early-access launches, and brand partner moments. Data from Iced Media identified approximately 2,800 Ulta Beauty affiliates generating sales, creating a distributed sales base where the nine largest affiliates accounted for only about 24% of affiliate gross merchandise value.