PLANO, Texas — Sally Beauty is expanding into social commerce with the launch of Sally Beauty on TikTok Shop. The move marks the latest move by the provider of professional-quality hair color, hair care and nails to sharpen its marketplace strategy and its focus on discovery-driven shopping experiences.
The company said the launch reflects how today's beauty consumer discovers, engages with and purchases products. By bringing Sally Beauty to TikTok Shop, the retailer is meeting customers where beauty culture thrives — within creator communities and highly engaging social platforms.
"As social media continues to reshape how customers discover and shop for beauty, bringing Sally Beauty to TikTok shop felt like a natural next step," said Chris Kobus, chief marketing officer at Sally Beauty. "We're excited to continue meeting consumers where they are, with the professional-quality products they already trust.”
Sally Beauty launched on TikTok Shop on March 10, and is continuing to expand its presence, with over a thousand products expected to roll out in the coming weeks. The assortment includes Sally Beauty-exclusive brands such as Beauty Secrets, Beyond the Zone, Proclaim, ion, and Silk Elements.
The move follows news of Ulta Beauty’s debut on TikTok Shop, an integration that allows consumers to purchase immediately as they engage with content from Ulta Beauty and its brands on the platform. Ulta Beauty’s TikTok storefront launched last month with a curated assortment of “Only at Ulta” brands and bundles.
TikTok Shop will feature a curated variety of Sally Beauty products, with pricing aligned with SallyBeauty.com, along with select platform-exclusive promotions and participation in TikTok Shop events. Orders placed through TikTok Shop will ship directly from Sally Beauty's distribution centers, with most orders fulfilled same day or next business day via standard FedEx delivery.
"Launching on TikTok Shop reinforces Sally Beauty's broader marketplace momentum," said Jamie Columbus, vice president of eCommerce at Sally Beauty. "We have seen strong double-digit year-over-year growth across digital channels, including Amazon and delivery marketplaces like Uber Eats, where we recently celebrated one year of partnership, as we continue expanding how customers discover and access our products."
As the assortment continues to expand, Sally Beauty's presence on TikTok Shop reflects the brand's broader commitment to evolving its commerce ecosystem — bringing professional-quality products into the spaces where beauty culture is discovered, shared and shopped.
Sally Beauty is riding momentum from its “Sally Ignited” initiative to burnish its appeal to beauty shoppers with updated store layouts and curated collections of fragrances, hair care products and nail art.
The brand refresh is designed to “transform the business from a trusted beauty supplier to a modern, dynamic beauty powerhouse,” according to CEO Denise Paulonis.
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