Boots Launches TikTok Shop with No7 Live Event
Boots debuts its TikTok Shop on 28 September with a live shopping event focused on No7 products, marking a pilot expansion into social commerce.
Boots will launch its TikTok Shop on 28 September with a live shopping event focused on its No7 brand. The pilot debut features a curated selection of No7 skincare and beauty products, with exclusive offers available for direct purchase during the broadcast.
The initial Shopfront will showcase items from No7's Pro Artist, Good Intent, and Prime Forever collections. Viewers can buy products instantly while watching the live stream. This launch is described as a pilot for the retailer's social commerce strategy.
Partnership and product rollout plans
The TikTok Shop launch is being delivered in partnership with THG Ingenuity. THG Commerce and THG Fulfil are handling the shop set-up, live shopping operations, and order fulfilment. THG Ingenuity is a SaaS technology and operations platform for global ecommerce.
Further Boots brands and products are scheduled to roll out on the platform over the coming months. The No7 range is the first curated selection for this new channel.
Strategic alignment with customer behaviour
Boots is moving its marketing to focus on customer 'missions' rather than separate categories. The TikTok Shop adds a new route into this strategy. Paula Bobbett, Boots chief digital and data officer, said millions of consumers were already using TikTok and its creator communities to discover beauty and skincare products.
"By joining TikTok Shop, we’re bringing inspiration and purchase closer together, while giving customers the confidence of buying directly from Boots," Bobbett said. The retailer aims to reach new audiences and offer existing customers greater choice. This forms part of a wider ambition to create more connected customer experiences.
TikTok Shop’s growth and Boots’ beauty expansion
The move taps into rapid growth on the platform. TikTok Shop reported its UK beauty category sales grew 60% during 2025. Sales through its LIVE shopping feature specifically jumped 55% year-on-year in 2026. Emily Caine, TikTok Shop Head of Beauty, said beauty is one of the platform’s strongest and fastest-growing categories.
This digital expansion follows a broader overhaul of Boots’ physical beauty offer. Earlier this year, Boots opened its second standalone Boots Beauty store in Bristol. It stocks more than 200 beauty and wellness brands and followed a similar beauty concept at Battersea Power Station. Boots also participates in the YouTube Shopping Affiliate programme as another social-commerce channel.
The retailer plans to roll out further brands and products on TikTok Shop over the coming months as part of the pilot.
