TikTok Shop lands Ralph Lauren, Ulta

Ralph Lauren, Ulta Beauty and Olaplex have recently opened TikTok Shop storefronts, pushing bigger brands deeper into the app’s buy-now marketplace. (msn.com) Ralph Lauren told investors on February 5 that it had launched a U.S. TikTok Shop in the quarter, calling itself the first luxury fashion brand with an always-on presence there. (corporate.ralphlauren.com) Ulta Beauty said on its March earnings call that it would launch on TikTok Shop the following week, and industry reports said the storefront went live on March 17. (glossy.co) (emarketer.com) Ulta’s opening lineup included more than 15 brands across makeup, skin care, hair and fragrance, plus more than 25 TikTok Shop bundles. Chief Executive Kecia Steelman said the channel would let shoppers buy “immediately as they engage with content.” (emarketer.com) (glossy.co) Olaplex has also been expanding TikTok Shop distribution this year as it tries to recruit new customers and rebuild growth around hero products. (nationaltoday.com) The shift is showing up in platform data. TikTok told Modern Retail that sales from brands with at least $30 million in annual revenue rose 97% year over year in 2025. (modernretail.co) TikTok Shop is also broadening beyond its early image as a Gen Z impulse-buy channel. NielsenIQ said on April 27 that nearly one in five Italian e-shoppers had used TikTok Shop one year after launch. (nielseniq.com) In Italy, TikTok Shop ranked 14th among e-commerce players by revenue, with buyers averaging 2.7 transactions a year and a €24.5 average basket. TikTok Shop buyers there also spent €1,485 a year online overall, versus €1,138 for the average e-commerce shopper. (nielseniq.com) The new storefronts also show how brands are treating TikTok less like an ad channel and more like a checkout lane. For retailers, that means merchandising, creator marketing, inventory and fulfillment now have to work as one system inside the app. (modernretail.co) (nielseniq.com) For now, the clearest signal is who is joining. When Ralph Lauren, Ulta Beauty and Olaplex open stores on TikTok Shop, they are betting the scroll can now close the sale. (msn.com)