- Sales of Korean cosmetics on TikTok Shop grow 430% year-on-year in Spain and other European markets.
- Brands like Mixsoon generate more than 80% of their sales through affiliate creators.
- TikTok Shop reaches a global GMV of $64.300 billion in 2025, doubling its volume.
- The platform is expanding in Europe with a presence in more than ten countries.
Social commerce continues to gain ground in Europe, and TikTok Shop has established itself as one of the platforms driving this shift. Sales of Korean beauty products (K-Beauty) on the platform have experienced spectacular growth , with a year-on-year increase of 430% in markets such as Spain, Germany, the United Kingdom, and the United States, according to data shared by the social network itself.
This boom is not an isolated case. The global value of Korean beauty product sales has risen by 53% in the last year and by 131% in the last two years , according to a NIQ report. In Western Europe, the year-on-year increase reaches 58%, and in Spain, Korean brands already account for between 15% and 20% of online skincare sales. This data reflects how product discovery through digital content is transforming purchasing habits.
K-Beauty, a growth engine at TikTok Shop
The success of K-Beauty is closely linked to TikTok's discovery commerce model. Spanish TikTok users are 78% more likely to buy makeup and cosmetics than those who don't use the social network , according to GWI data. Globally, users are 38% more likely to purchase creams and moisturizers from Korean brands. The platform has transformed entertainment content into a direct sales channel, shortening the path between discovery and purchase.
Forecasts indicate that this market will continue to grow. The global K-Beauty business is estimated to increase from $11.100 billion in 2025 to $21.200 billion in 2035 , according to Global Market Insights, representing a compound annual growth rate of 6,7%. TikTok Shop is emerging as one of the main channels for capturing this demand, especially in Europe, where the platform is already available in more than ten countries.
The creators, key to the sales model
One of the factors explaining this growth is the role of content creators. Brands like Mixsoon, specializing in skincare, generate more than 80% of their sales through the TikTok Shop affiliate program , where creators publish reviews, tutorials, and demonstrations in exchange for a commission. The company is experiencing 97% monthly growth and, during its latest Super Brand Day campaign, more than quadrupled its sales thanks to a combination of videos, live streams, and integrated sales.
The impact of this model is reflected in the platform's overall figures. 80% of businesses selling through TikTok Shop say the tool has helped them increase sales and revenue . Furthermore, one in five businesses reports having sold out of a product after it went viral on TikTok, demonstrating the platform's ability to quickly turn trends into sales.
Global expansion and record figures
TikTok Shop's growth isn't limited to the beauty sector. In the United States, the platform reached a gross merchandise volume (GMV) of $15.820 billion in 2025, a 108% increase over the previous year , according to eMarketer. Globally, Momentum Works estimates that TikTok Shop's GMV exceeded $64.300 billion during the same period, nearly double that of 2024. In Mexico, average daily sales increased 34-fold between February and September 2025, foreshadowing the potential of other Latin American markets.
In Europe, the platform is already available in Austria, Belgium, the Netherlands, Poland, France, Germany, Ireland, Italy, Spain, and the United Kingdom. More than 100.000 businesses have joined TikTok Shop since its launch on the continent , and sales in the UK grew by more than 30% year-on-year in June 2025. The combination of authentic content, affiliate creators, and seamless e-commerce integration on TikTok is redefining e-commerce in the region.
TikTok Shop is establishing itself as an increasingly relevant sales channel, especially in the Korean beauty sector, where the combination of content, creators, and direct purchasing is redefining the shopping experience in Europe and around the world. Brands that successfully integrate entertainment and commerce will have a competitive advantage in an ecosystem where discovery and transaction occur in the same space . With forecasts of sustained growth and unstoppable geographic expansion, social commerce is emerging as the future of retail.
