The social shopping platform’s health and beauty sales are up 84% year over year, with around one in 10 Americans having now made a purchase through the social-meets-shopping platform, according to market research platform Nielsen IQ.
Donte Murry, North America director of TikTok’s beauty, wellness and personal care vertical, has been with the platform for more than five years and told Glossy that the consumer behavior driving its sales success has been slowly evolving.
“What was true when I started at TikTok — that users are coming to the platform to discover new products — is still true, but I think [this] behavior is evolving,” Murry told Glossy.
