The next era of luxury: How TikTok is redefining taste, discovery and purchase behaviour

New research reveals that the luxury sector is undergoing a structural shift driven by discovery commerce. According to a new study of more than 3,000 luxury consumers across the UK, US, France and Italy, TikTok has become one of the fastest growing channels for discovery, decision-making and direct purchase in the luxury fashion category.

This shift aligns with broader industry patterns: across the category, around two-thirds of first-time luxury buyers cite social media - rather than traditional offline media - as their entry point. [1]

While global personal-luxury goods declined by 2% in 2023, Europe grew by 3% to an estimated €110 billion [2], fuelled by younger consumers. Yet TikTok's influence extends well beyond Gen Z - in the US, the platform's average user is over 30. The research indicates that 70% of the TikTok luxury audience have spent over £1,000 on a single fashion item - often after watching peer-led content.

Luxury reimagined: from status symbol to self-expression

TikTok users are rewriting the rules of luxury. On the platform, luxury is increasingly personal: it’s about taste, creativity, and identity. The study found that nearly half (47%) of TikTok users now define luxury as a form of self-expression, rather than status, associating it with empowerment and individuality.

This shift is also visible in what drives purchases, with 59% of luxury shoppers on the platform saying their main reason for buying is to reward themselves. Hashtags like #selfgifting have seen a 110% surge in video views, highlighting the emotional motivations driving this new mindset. [3]

From glossy campaigns to creator feeds: TikTok is changing how luxury is discovered

The research found that discovery is no longer confined to glossy campaigns or high-end storefronts, but in relatable creator-led content on users' feeds. Roughly two-thirds of first-time luxury buyers say their initial spark of interest came from social media [4], and TikTok is emerging as one of the fastest-growing channels.

TikTok users are more likely to discover luxury brands via social user-generated content (38%) and creator videos (32%). Creators play a vital role in decoding everything from craftsmanship and pricing to fit and styling, helping audiences navigate luxury with clarity and confidence. In fact, one in four (26%) TikTok luxury shoppers say they wait for creator reviews before buying, and a third (32%) discover brands through creators.

The conversation continues in the comment section, with luxury buyers now turning to TikTok threads for authenticity checks, sizing advice, and peer recommendations. A 113% YoY increase in comments on luxury fashion content underscores a shift towards participatory brand dialogue rather than top-down storytelling. [5]

From inspiration to action

The study found that TikTok is playing a key role in driving action. 15% of TikTok users have purchased a luxury fashion item directly after seeing it on the platform. Many more save content, revisit it, and return ready to buy.

TikTok is also catalysing new behaviours. One in four luxury shoppers now purchase second-hand items inspired by TikTok trends, while one in three act on personalised recommendations surfaced via creator content.

As Gen Z and Millennials - on track to control 60% of luxury spend by 2026 - prioritise transparency, identity and authenticity, TikTok has become more than a marketing channel. [6] It’s where the future of luxury is being written, one video at a time.

Cassandra Russell, GBS at TikTok UK "This research shows that what drives luxury purchases today isn't polish - it's proof. People want to hear from peers, not just brands. TikTok has become a place where credibility is built in the comments section and the path to purchase now runs through creators, conversations and community insight. It's the spark that luxury brands can't afford to ignore."

Sources

Main source: Re-defining Luxury: May 2025 | TikTok Marketing Science EUI + US Luxury on TikTok Research 2025 conducted via AYTM

[1] BCG, True-Luxury Global Consumer Insight, 2023

[2] Bain & Company, Bain x Altagamma Luxury Goods Worldwide Market Study, 2024

[3] TikTok Marketing Science Internal Data, EU5 + US, Jan 2022 - April 2025

[4] BCG, True-Luxury Global Consumer Insight, 2023

[5] TikTok Marketing Science Internal Data, EU5 + US, Jan 2022 - April 2025

[6] TikTok Marketing Science Internal Data, EU5 + US, Jan 2022 - April 2025

[7] Bain & Company, Bain x Altagamma Luxury Goods Worldwide Market Study, 2024