TikTok has made its first foray onto the UK’s high streets amid a new partnership with Superdrug and cosmetics brand E.L.F..
Superdrug has introduced “Trending on TikTok” stands across its stores which will sell a range of beauty products which have gone viral on the social media platform until October 7.
The social media inspired stand will feature E.L.F.’s bestselling products, which were recently showcased in “the most viral campaign in TikTok US history” boasting over 1 billion views and causing 1 million users to create their own videos influenced by the campaign.
“We are always on the lookout for new and exciting ways to enhance our customers’ shopping experience,” Superdrug’s commercial director Simon Comins said.
“We know that TikTok is where many of our customers love to spend their time, so we are thrilled that we can bridge the gap between their online and offline experience, bringing their favourite products on the highstreet with e.l.f’s Trending on TikTok stand.”
This temporary instalment marks the video sharing platforms most significant foray into physical retail to date, but comes at a turbulent time for the platform.
TikTok is currently undergoing complex negotiations to continue operating in the US after the Trump administration threatened to ban it if it were not sold to US companies.
While a cautious deal has been reached between Walmart, Orcale and TikTok’s owner ByteDance, parties on both sides could yet cause it to fail.