TikTok Told Me To Buy It!
From skincare and supplements to designer dupes, TikTok is turning content into commerce faster than ever before. / Designed by Rachel Smith
Korean skincare, sea moss gel, mouth tape, Miu Miu sunglasse dupes; these are just a few of the popular items trending on TikTok Shop, an app feature that has completely redefined how Gen Z discovers and buys beauty and fashion products. However, the ease of buying products this way raises the question of whether these items are “too good to be true” and are just a way for influencers and companies to gain more money while users spend theirs.
Once known for dance trends, TikTok is now a onestop shop thanks to influencers linking products in nearly every scroll. Statistics show that 58% of TikTok users make purchases directly through the app, amounting to over 1 billion people globally and around 70 million in the U.S. participating in TikTok shopping, according to AMZ Scout.
The beauty world has always thrived on aesthetics and aspiration. Visual appeal has driven the industry's marketing playbook from glossy magazine ads in the early 2000s to perfectly curated Instagram posts in the 2010s. However, TikTok Shop brings something new to the table: real-time, community-driven commerce. It’s impulsive, relatable and, for better or worse, nearly impossible to resist.
Today, it is hard to scroll through TikTok’s “For You Page” without being bombarded by beauty and wellness product ads. These aren’t your standard banner ads or static sponsored posts, though; they're embedded directly into content that feels organic and trustworthy.
Picture this: An influencer with perfect glass skin shares their everyday skincare routine on TikTok. They casually plug an eye cream that viewers “must have.” While these micro-moments of advertising seem too small to be effective, they’re incredibly effective.
However, such “must-have” products tend to be paid advertisements and sponsorships, causing users to waste their money on products they don’t really need. In other words, this means a win for beauty companies and influencers, but a loss for consumers.
Marketing-wise, though, TikTok’s smart linking feature is a game-changer. By allowing creators to tag specific products directly in their videos, TikTok has made shopping seem effortless. A user watches an influencer rave about a lip stain? The exact product is linked onscreen. Two taps later, it’s in their shopping cart.
It’s truly a full-circle marketing system where authenticity is currency and impulse is power. In fact, TikTok Shop has evolved beyond selling fast fashion and gadgets — it now features high-end brands as well. Fashion retailers such as Revolve and Urban Outfitters are available on TikTok Shop, gaining customers with each user who links their outfit on the social media app.
Ultimately, TikTok has created a space where trends don’t just go viral, they go straight to checkout.
But this shift isn’t without criticism. Some argue that the platform fosters overconsumption and impulsive buying. Others question the transparency of sponsored content and affiliate links, especially when the line between personal opinion and paid promotion is so blurry. And yet, even with these concerns, TikTok Shop continues to grow fast.
Overall, TikTok Shop isn’t just changing how people buy–it’s changing why they buy. On a platform where entertainment and advertising go hand in hand, trust becomes a currency that is easily exploited.