TikTok Shop is strengthening its Beauty category through its Seoul Glow K-Beauty Campaign on July 10, bringing together a curated selection of Korean skincare and makeup brands on the platform.

The campaign reflects the continued rise of discovery e-commerce, making it easier for beauty enthusiasts to engage with K-Beauty brands through creator-led content. It also underscores the continued growth of Beauty as one of TikTok Shop’s growing categories, where creator-driven discovery increasingly shapes how consumers find and purchase beauty products. Beyond showcasing Korean beauty brands, the campaign enables participating brands to connect with consumers through creator collaborations, product demonstrations, and authentic community conversations.

“The rise of K-Beauty has become one of the strongest examples of how discovery shapes commerce on TikTok Shop. Consumers today are increasingly discovering products through trusted creators, authentic reviews, and engaging community content, rather than through traditional search alone. Our Seoul Glow K-Beauty Campaign brings this experience together by giving shoppers easier access to trusted Korean beauty brands while helping merchants connect with consumers in a more authentic and engaging way,” said Franco Aligaen, Marketing Lead of TikTok Shop Philippines.

Beauty discovery meets growing demand for K-Beauty

The campaign comes at a time when Korean beauty resonates highly with Filipino consumers, fueled by the growing influence of creator-led beauty content and online communities. This is reflected in the 2025 Overseas Hallyu Survey, which found that the Philippines recorded the highest level of interest in Korean beauty products among surveyed markets, with 72.4% of respondents expressing interest in K-Beauty.

Internal TikTok data also shows that the K-Beauty community is thriving, with #KoreanSkincare seeing substantial growth. The community’s love for K-Beauty is further evident, as TikTok users are more likely to buy K-Beauty products, over-indexing on purchases compared to non-TikTok users.

The campaign also highlights TikTok Shop’s role in helping beauty brands connect with consumers beyond traditional e-commerce. By combining engaging content with in-app shopping, brands can showcase products through demonstrations, creator partnerships, and community conversations that help shoppers make more informed purchasing decisions.

Connecting creators, brands, and shoppers

Through the campaign, TikTok Shop is bringing together leading Korean beauty brands through creator-led recommendations, engaging shopping experiences, and community-driven product discovery.

The Seoul Glow K-Beauty Campaign brings together a curated lineup of sought-after Korean beauty brands, including d’Alba, COSRX, SKIN1004, Dr.G, Biodance, Rejuran, Sui Sui, and My Beauty Story. Spanning skincare and beauty essentials, the campaign allows shoppers to discover trusted K-Beauty favorites through creator-led content, livestreams, and exclusive shopping experiences on TikTok Shop.

As Korean beauty continues to resonate with Filipino consumers, the campaign highlights TikTok Shop as a key platform for driving K-Beauty discovery and purchase.

Check out #FUNtasticPayday and #KBeautyOnTikTokShop on TikTok Shop on July 10 and enjoy up to 50% OFF on selected products from participating K-Beauty brands. Search the keyword voucher “Bagsak Presyo Deals” to unlock the deals.

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