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Glossy Pop Newsletter: TikTok Live Shopping is proving lucrative for beauty brands across categories

By Sara Spruch-Feiner

Oct 3, 2025

At its core, TikTok Shop is about discovery commerce, said Ajay Salpekar, gm of beauty at TikTok Shop. "The majority of the business is certainly short video, but an increasing amount is live." And it's lucrative.

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