Latest Shopping Fads Prevailing in TikTok UK's Market in 2025
TikTok Transforms British Retail Landscape
TikTok, the popular social media platform, has become a force to be reckoned with in the British retail industry. In 2025, the app has seen a significant surge in its influence, shaping trends and driving sales across various sectors.
One of the most notable trends is the resurgence of nostalgia-driven collectibles. POP MART's Labubu dolls have become a craze, with over 1.1 billion video views and an 819% increase in orders within months. These collectible toys tap into community-driven, sentimental moments, driving massive engagement and sales.
Comfort-driven fashion is another trend that has gained traction. Brands like RELA RELA and KatchMe are seeing a 27% increase in orders for their stretchy, soft "dad fit" jeans. This shift prioritizes practical yet stylish clothing that suits everyday wear, fueled by TikTok-driven viral content.
The platform's emphasis on content that allows users to engage in personalization and creativity has also led to a rise in DIY and personalization culture. Products like ink kits for DIY photo frames have gained popularity, aligning with TikTok's aesthetic-driven culture.
Beauty tools with viral potential are also highly sought after on TikTok. Makeup brush sets, prized for combining functionality and style, are in high demand. Their visual appeal makes them ideal for demonstration videos, fueling demand among beauty enthusiasts who rely on TikTok for makeup inspiration.
TikTok's unique algorithm and social commerce features have accelerated this retail resurgence. The app's seamless in-app shopping experience, which integrates entertaining product discovery with instant checkout and live commerce, has transformed it into a powerhouse of retail influence.
Cultural moments, such as live music events, have a strong influence on what shoppers buy on TikTok. The reunion tour of Britpop titans Oasis led to a surge in bucket-hat purchases. Sales of inflatable garden pools and CoolTowel products saw significant growth due to viral videos and real-world moments.
Brands like Spudbros and Voodoo Chips have also experienced newfound popularity due to TikTok recipes. The app's fusion of recipe inspiration with direct-to-consumer links has turned culinary curiosity into checkout conversions.
TikTok has become Britain's fastest-growing online retailer over the past year. The app's shoppable videos and Live shopping events have transformed it into a platform that reignites personal connections, as observed by Paul Mears, Head of Retail at TikTok UK.
Education content, such as that provided by @plmakeupacademy, has also gained popularity on TikTok. The platform's ability to educate and inspire has made it a go-to destination for those seeking beauty tips, fashion advice, and culinary inspiration.
In the beauty sector, products like the P.Louise Bad B*tch Lip Duo and Wonderskin's Lip Stain have joined the ranks of top-selling items. The app's #HighProtein and #SkinBarrier hashtags indicate a growing interest in science-backed simplicity. Authentic endorsements have also played a role in the growth of Glow For It's lash-serum and Nature Spell's rosemary hair oil.
The Ninja Blast Cordless Blender saw a staggering 1,800% increase in orders, while the Shark Steam Mop experienced a 5,800% order increase. The hashtag #DenseBeanSalad and #CarrotRibbonSalad propelled sales of pantry staples.
In conclusion, TikTok's unique combination of entertainment, education, and commerce has made it a powerful force in the British retail landscape. The app's ability to foster emotional connections, comfort, creativity, and authentic user engagement has accelerated the retail resurgence in Britain.
- The resurgence of nostalgia-driven collectibles, such as POP MART's Labubu dolls, has been fueled by the viral content on TikTok, leading to an 819% increase in orders.
- Comfort-driven fashion trends, like the stretchy, soft "dad fit" jeans from RELA RELA and KatchMe, have gained traction on TikTok, with a 27% increase in orders for these brands.
- Beauty tools with viral potential, such as makeup brush sets, are highly sought after on TikTok due to their visual appeal, making them ideal for demonstration videos and driving demand among beauty enthusiasts.
