TikTok Shop hosts first K-beauty pop-up event in London

TikTok held its first standalone K-beauty pop-up event on TikTok Shop in the United Kingdom, bringing together 19 Korean beauty brands at Protein Studios in London's Shoreditch neighborhood from Sept. 12-13, the company said Tuesday. The two-day event, called "Where Glow Begins," ran alongside an in-app campaign, "K-Beauty Super Brand Week," from Sept. 13-18. TikTok Shop is the platform's built-in e-commerce feature, allowing users to buy products directly through videos and livestreams without leaving the app. The venue featured brand booths, a livestream commerce zone, beauty masterclasses and photo areas, with about 400 creators taking part in product trials, content creation and livestreamed broadcasts over the campaign period. K-beauty has been one of the fastest-growing categories on TikTok Shop UK. The number of active K-beauty sellers on the platform rose 875 percent as of August compared with a year earlier, while K-beauty livestream sessions increased more than 305 percent over the same period. K-beauty product sales grew about 60 percent in the second quarter of this year com