Creator-First Strategy Drives 68% of Beauty of Joseon UK Sales
Korean skincare brand Beauty of Joseon generated 68% of early UK sales through affiliate creators on TikTok Shop. The creator-first strategy outperformed paid advertising as K-Beauty searches surge 125% on the platform.
Korean skincare brand Beauty of Joseon launched on TikTok Shop UK on January 30, 2026, backed by a partnership with THG Commerce, timed precisely as the platform reached fourth-largest UK beauty retailer status.
THG Commerce, part of THG Ingenuity, managed the full launch operation. THG Studios provided physical studio space, livestreaming facilities, and talent recruitment in the UK.
Creator Network Drives Early Sales
The partnership went live following a creator seeding event on January 23, 2026, in Shoreditch, London. Beauty of Joseon participated in TikTok's Beauty Crush London event alongside 17 other beauty brands, including five other Korean labels: Medicube, Dr. Melaxin, colorgram, BIOHEAL BOH, and Mixsoon.
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At the event, affiliate creators were introduced to Beauty of Joseon's Daily Tinted Fluid Sunscreen and its full shade range ahead of the official shop opening.
Early results confirmed the creator-first approach worked. 68% of the brand's early UK revenue came from affiliate activity, meaning independent creators and affiliated sellers generated the majority of sales, not the brand's own content or paid advertising.
A second activation followed during Beauty Crush Week in February, which featured a dedicated K-Beauty brand highlight.
Lucy Cooper, Chief Commercial Officer at THG Ingenuity, said the partnership demonstrates how brands can "connect with consumers in more immediate and authentic ways" through comprehensive social commerce solutions. Cooper described THG Commerce's offering as "the end-to-end ecosystem that turns this opportunity into measurable success."
K-Beauty Momentum on TikTok Shop UK
The UK launch follows a period of rapid growth for Korean skincare on the platform. K-Beauty searches on TikTok Shop UK surged 125% in the second half of 2025. The hashtag #kbeauty ranked as the third most-used beauty hashtag in the UK.
Consumers buying Korean skincare on the platform also spend more. K-Beauty basket values on TikTok Shop UK are 35% higher than the overall skincare category average, indicating a higher-value customer base.
Beauty LIVE sessions on TikTok Shop UK grew 90% year-on-year, exceeding 6,000 daily sessions. That growth directly supports THG Studios' investment in livestreaming infrastructure for the Beauty of Joseon launch.
The US market provides further commercial context. According to NIQ, US K-Beauty sales reached US$2 billion in 2025, up 37% year-on-year. Beauty of Joseon had previously expanded into the US TikTok Shop before entering the UK market.
Beauty of Joseon's Brand Positioning and Next Steps
Beauty of Joseon centers its identity on Hanbang, the practice of Korean traditional herbal medicine, combined with modern skincare formulations. The brand said it views TikTok Shop as "a powerful channel to connect more directly with our global community," with a focus on education-led content and curated product experiences tailored to UK consumers.
THG Commerce's partnership announcement was made public on March 25, 2026, nearly two months after the shop went live on January 30.
The UK launch represents the next stage of Beauty of Joseon's international expansion, following its established presence in the US market.
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