THG Commerce, the complete commerce solution from THG Ingenuity, is proud to announce its strategic partnership with K-Beauty brand, Beauty of Joseon, for their official UK TikTok Shop launch. Following significant success in the US market, Beauty of Joseon’s TikTok Shop expansion into the UK kicked off on 30th January 2026. Beauty of Joseon, widely recognised for leading the K-beauty wave in the UK market and best known for its Korean SPF formulations, the brand has cultivated a strong and loyal consumer following. This pivotal collaboration leverages expertise from both THG Commerce and THG Studios, providing Beauty of Joseon with a seamless and accelerated entry into the rapidly growing social commerce landscape. 

THG Commerce serves as Beauty of Joseon’s trusted TikTok Shop Partner (TSP) in the UK. Recognising that social commerce, the seamless integration of ecommerce within social media platforms, is rapidly reshaping consumer behaviour, THG Commerce provides an enhanced, end-to-end managed service designed to simplify this dynamic landscape for brands. This comprehensive offering includes social strategy development, live commerce execution, cutting-edge content creation, influencer and affiliate marketing, community management, and robust social analysis and reporting, all crucial for navigating the evolving retail environment.  

The brand's impactful entry into the UK market in social commerce has been supported by key promotional activities including an exclusive Beauty Crush event on 23rd January, where an influential group of affiliate creators were introduced to and gifted the full shade selection of their hero product, the Daily Tinted Fluid Sunscreen. This was strategically followed by a dedicated K-Beauty Brand highlight during Beauty Crush week, from 9th – 14th February, further amplifying brand visibility and driving significant early engagement. The partnership has already yielded significant results, with 68% of revenue generated by affiliate activity.  

As part of the partnership, THG Studios has provided essential studio space, alongside cutting-edge lives streaming facilities and talent recruitment services, ensuring Beauty of Joseon can effectively engage with their UK audience through dynamic content creation and authentic brand storytelling.  

Lucy Cooper, Chief Commercial Officer, THG Ingenuity, said: “We are proud to have supported Beauty of Joseon’s successful UK TikTok Shop launch. The rapid ascent of social commerce presents significant opportunity for brands to connect with consumers in more immediate and authentic ways. At THG Commerce, we provide the end-to-end ecosystem that turns this opportunity into measurable success. Our comprehensive solution combines data-driven social strategy and performance marketing with the world-class content creation and live streaming capabilities of THG Studios. By integrating our managed services with our state-of-the-art facilities, we empower brands like Beauty of Joseon to not only enter new markets seamlessly but to thrive by creating engaging, high-impact experiences that resonate directly with their audience.” 

Beauty of Joseon said: “We are excited to officially launch on TikTok Shop UK in partnership with THG Commerce. As a brand rooted in heritage and efficacy, we see TikTok Shop as a powerful channel to connect more directly with our global community. Through this partnership, we aim to deliver engaging, education-led content and curated product experiences tailored to UK consumers. We look forward to building strong, long-term relationships with our audience through authentic storytelling and continued innovation on TikTok Shop.”