Full-price beauty sales collapse on UK TikTok Shop as discounting takes over

Full-price beauty sales on UK TikTok Shop have fallen sharply over the past year, with discounted products now accounting for more than 70% of items sold, according to data shared exclusively with The Daily Influence.

Figures from ecommerce intelligence platform Charm.io show discounted beauty products generated $449 million in revenue between July 2025 and June 2026, more than double the $212 million generated by products sold at full price.

The gap widened dramatically over the period. 

In July 2025, full-price beauty products outsold discounted products, generating $14.5 million against $8.8 million. By June 2026, those fortunes reversed, with discounted sales climbing to $66.7 million and full-price sales plunging to $5.7 million.

The figures also illustrate the tension behind TikTok Shop's rise to become the UK's fourth-largest beauty retailer. While the platform has helped brands such as Beauty of Joseon and The Beauty Crop grow rapidly, others have begun questioning whether a business built on constant discounting is sustainable.

In April, Doll Beauty chief executive Dani Gregory announced the British cosmetics brand was stepping back from TikTok Shop due to what she described as the platform's "constant discounting".

"We've decided to pull back from TikTok Shop. Not forever… just stepping off the discount train before it's too late," Gregory wrote on LinkedIn. 

"Don't get me wrong, TikTok has been unreal for us. The awareness, the community, actually speaking to our customers properly… it's powerful. But it also pushes constant discounting. And our makeup isn't built for that."

Gregory said Doll Beauty had spent "9+ years on our formulas, our packaging, our brand" and was "not diluting that to chase volume". 

Instead, the company said it would refocus on retail partners including Sephora, Selfridges, Superdrug and Space NK, while bringing TikTok Shop back for "content, community, and moments" with "merch and drops… not slashing prices."