THG Commerce backs Beauty of Joseon’s UK TikTok Shop

THG Commerce has partnered with Beauty of Joseon for the skincare brand's UK launch on TikTok Shop, extending Beauty of Joseon's social commerce push after earlier success in the US.

The launch went live at the end of January, with THG Commerce serving as the brand's TikTok Shop partner in the UK. THG Studios supported the rollout with studio space, livestreaming facilities and talent recruitment for content production.

Beauty of Joseon has built a following in the UK as interest in Korean beauty has moved beyond specialist retailers into mainstream online channels. Known in particular for its Korean sunscreen products, the brand is using TikTok Shop to reach UK consumers through social shopping and creator-led marketing.

Early results from the partnership highlight the importance of that creator network. So far, 68% of revenue has come from affiliate activity, underlining the role of influencers and affiliated sellers in driving transactions on TikTok Shop.

Affiliate focus

To support the launch, the companies ran a Beauty Crush event in January that introduced affiliate creators to the brand's Daily Tinted Fluid Sunscreen and full shade range. This was followed by a K-Beauty brand highlight during Beauty Crush week in February, aimed at boosting visibility and encouraging early customer engagement.

THG Commerce's remit covered strategy, live commerce, content creation, influencer and affiliate marketing, community management and performance analysis. The range of services reflects how brands are increasingly turning to specialist partners to manage sales on social platforms, where logistics, promotion and content production are closely connected.

The partnership also shows how TikTok Shop is becoming a more important route into the UK market for international beauty brands. Instead of relying solely on traditional eCommerce sites or wholesale listings, brands are testing direct sales through short-form video, livestreams and creator recommendations.

Lucy Cooper, Chief Commercial Officer at THG Ingenuity, said: "We are proud to have supported Beauty of Joseon's successful UK TikTok Shop launch. The rapid ascent of social commerce presents significant opportunity for brands to connect with consumers in more immediate and authentic ways. At THG Commerce, we provide the end-to-end ecosystem that turns this opportunity into measurable success. Our comprehensive solution combines data-driven social strategy and performance marketing with the world-class content creation and live streaming capabilities of THG Studios. By integrating our managed services with our state-of-the-art facilities, we empower brands like Beauty of Joseon to not only enter new markets seamlessly but to thrive by creating engaging, high-impact experiences that resonate directly with their audience."

Market sift

The partnership comes as social commerce gains ground in beauty, a category well suited to tutorial videos, product demonstrations and creator endorsements. TikTok Shop has become one of the main channels for this activity, particularly among younger consumers who discover products through feeds rather than search or direct website visits.

For Beauty of Joseon, the UK launch is part of a broader international expansion. The brand has tied its identity to Hanbang, or Korean traditional herbal medicine, while marketing products developed with a modern skincare approach. That combination has helped Korean beauty brands attract overseas consumers looking for products centred on ingredients, routines and daily rituals.

Beauty of Joseon said: "We are excited to officially launch on TikTok Shop UK in partnership with THG Commerce. As a brand rooted in heritage and efficacy, we see TikTok Shop as a powerful channel to connect more directly with our global community. Through this partnership, we aim to deliver engaging, education-led content and curated product experiences tailored to UK consumers. We look forward to building strong, long-term relationships with our audience through authentic storytelling and continued innovation on TikTok Shop."