As part of Unilever’s social first strategy, TikTok Shop is enabling us to drive desire at scale by turning inspiration into instant action. It’s not just a new commerce channel - it’s a way of interacting with shoppers in a fast, immersive and culturally relevant way. The platform’s agility allows our brands to respond in real time to viral trends and cultural moments, while amplifying efficacy messaging through highly engaging content.
In the UK, our Home Care brands are building cleaning routine awareness and encouraging cross-range buy-in. Meanwhile our Beauty & Wellbeing business is using the channel to launch major innovations and spark trial through limited edition drops.
Here are three ways we’re getting ahead of the TikTok Shop curve, using it to bring our social-first marketing strategy to life and create meaningful connections that convert.
Product awareness & education
TikTok Shop is proving to be a powerful tool for brand education and discovery, helping us reach new audiences and build trust through authentic, creator-led storytelling.
In today’s digital world, shoppers expect seamless, lifestyle-aligned experiences. TikTok’s community-driven platform helps us meet them where they are – boosting awareness of new launches and educating on product benefits before they even reach shelves. Shoppers seek trusted, inspiring recommendations, and engaging content on TikTok showcases what sets our products apart.
The launch of Cif Infinite Clean is a standout example of how TikTok is helping us grow our brands and reach new shoppers. Influencers highlighted the product’s pioneering bioscience, patent-pending probiotic technology and a continuous trigger mist that offers a premium experience for users, turning education into inspiration. This approach didn’t just drive awareness. It sparked desire and trial among new audiences, showing how TikTok Shop can be a powerful tool for both storytelling and conversion.
TikTok Shop complements this approach by enabling micro creators to share products with their communities, driving discovery and purchase through shoppable affiliate content. This works in sync with macro influencer education and broader plans across channels, ensuring shoppers are well-informed by the time they see products, such as Cif Infinite Clean in store.
Since launch, Cif has collaborated with 650 TikTok creators to generate over 1,000 pieces of content, reaching nearly 2 million views for this launch alone. The Molly Mae Pure Heaven Scent bundle, developed for sensitive skin, has achieved an impressive 14 million total video views, with the top performing video alone reaching 1.8 million people. These results show how TikTok Shop is helping us reach new shoppers, driving both brand awareness and business growth.
Emily Waite, Senior Commerce Lead, Homecare, Unilever UK
Using bundles and regimes to build baskets
TikTok Shop is uniquely positioned to support regime-based product offerings and ‘bundles’, thanks to its content-led discovery experience and flexible model. The platform enables Unilever to create exclusive packs that feel tailored and premium to shoppers, whether through limited-edition formats, cross-brand collaborations, or regime-based skincare solutions. These bundles not only differentiate from in-store offerings but also align with the premiumisation and regime-building strategies of our Home Care and Beauty & Wellbeing businesses.
A strong example is the Pure Heaven Scent bundle, a collaboration between Persil and Comfort featuring one of the UK’s most loved influencers, Molly-Mae Hague. With a regime bundle exclusive to the platform, it drove shopper awareness and excitement, with strong results.
Similarly, influencer content for the launch of Simple SPF50 this summer positioned the product as part of a complete Simple skincare regime, with full cleanse, treat, moisturise and protect routines available on TikTok Shop, boosting product visibility and basket size. Its agility allows Unilever to test these formats quickly, making it a powerful channel for innovation and growth.
TikTok Shop gives us the freedom to test and learn - trialling new formats, bundles and content to see what resonates. It’s a space where we can be agile and show up like a challenger brand, reacting quickly and tapping into trends. That flexibility means we can experiment at pace, learn fast, and scale what works.
Jessica Bee, E-Commerce Lead, Unilever UK
Showing up in cultural moments with limited editions
TikTok Shop also gives us the opportunity to show up in culturally relevant moments, tapping into trends and seasonal behaviours to drive brand love and urgency. Limited edition drops allow our brands to create buzz, test new formats, and offer shoppers something exclusive that feels timely and exciting.
Two recent examples, the Home Care Winter Limited Edition Bundle and the Lynx Christmas Advent Calendar have each been live for just a few weeks, and already we’re seeing strong results. By using different affiliate models for each of these, we’ve been able to match the right product with the right audiences, and it’s paying off.
These activations show how TikTok Shop can help us move fast, stay relevant, and deliver products that resonate with what shoppers want right now. It’s not just about selling - it’s about showing up in the moments that matter.
