TikTok has launched its first UK Shopping Report, an insightful report lifting the lid on the UK's shopping habits, providing a deep dive into the most influential shopping trends and products, spanning fashion, beauty, tech and home. The platform is revolutionising how the nation shops, with Shoppable videos, LIVE shopping and an expansive marketplace making TikTok Shop the UK's fastest growing* online retailer in 2024.

Below are some of the biggest trends from TikTok's Shopping Report and you can download the full report here.

When it comes to fashion, it's all about collectibles and comfy denim

Items like POP MART The Monsters Vinyl Toys - AKA Labubus - reflect a trend towards nostalgia-driven purchasing and dominated social feeds in recent weeks. In fact, there has been 1.1 billion video views on Labubu related content in 2025, over 68k #labubu videos posted and POP MART experienced a staggering 819% increase in orders (1st March - 29th May 2025).

In a world of fast-moving trends, these collectibles allow consumers to anchor themselves to sentimental and community-driven moments. The popularity of these products also shows how TikTok continues to shape a culture of shared experiences.

Comfort-driven fits are also making waves in the denim space on TikTok Shop. Brands like RELA RELA and KatchMe are capitalising on this shift with styles that blend practicality and style, such as their Viral Stretchy Soft Dad Fit Jeans which have experienced a 27% increase in orders at the start of the year (1st March - 29th May 2025).

Both brands utilise daily LIVE sessions on TikTok Shop to help shoppers navigate the complexities of finding the perfect fit. By featuring models of all sizes and heights, they also ensure all body types are represented, offering a tailored shopping experience that makes finding the perfect fit more accessible than ever.

Top fashion searches of 2025 (so far)

  1. Bad Bunny Calvin Klein   
  2. Tankini   
  3. Clear Uggs  
  4. Kendrick Lamar Jeans  

Iconic music events are influencing Brits' shopping habits

Cultural moments have long had a powerful influence on British shopping habits and the first half of this year is no different. 2025 has already welcomed two major music events, including Oasis' highly anticipated comeback and Pitbull's global tour as well as an unexpected fashion moment, in the form of Kendrick Lamar's flared jeans, stealing the half-time show at the US Super Bowl.

Naturally, Oasis' reunion has sparked the UK's nostalgia for 90s Britpop. The band's iconic style - part Mod, part 90s - features a few iconic components: parkas, track tops, football shirts and, of course, the bucket hat. As a result of this rising trend, TikTok Shop saw purchases for bucket hats spike in early July ahead of the band's first show.

Meanwhile, what started as a TikTok trend of fans dressing like Pitbull aka "Mr Worldwide" turned into a viral phenomenon. Thousands of fans planned and purchased Pitbull costumes, especially for concert attendance, coming together to pay homage to the icon when he visited the UK. As the trend took off, TikTok Shop saw a 420% increase in purchases for Pitbull costumes.

TikTok's top three shopping moments of the year to date:

  1. Pitbull UK tour- Globally #PitbullConcert had 42M video views and TikTok Shop saw a 420% increase in Pitbull costumes, with orders peaking on 3rd June, ahead of his UK performances
  2. UK Heatwave - Brits were finding ways to keep cool during this summer's heatwave with orders for inflatable swimming pools up 276% and an incredible 640% increase in orders for CoolTowel in June alone
  3. The Oasis Effect - Video views for Oasis reached over 618M with orders for bucket hats peaking in on 5th July, ahead of their tour

Effortless results are driving beauty regimes

With over 356k posts for #SkinBarrier, this trend signals skincare is no longer just about aesthetics—it’s about health, science, and self-empowerment and growing consumer sophistication around skincare routines.

Products like the Wonderskin Lip Stain and P.Louise Bad B*tch Lip Duo highlight a growing preference for long-lasting solutions that require little maintenance.

In fact, Wonderskin experienced a 13% increase (1st March - 29th May 2025) and today, there is 1 Wonderskin Lipstain sold every 5 seconds on TikTok Shop. This follows an already successful 2024 whereby the brand sold more than 300,000 on TikTok Shop and generated over 16m views on its product page.

In wellness, items like Glow For It Lengthening and Strengthening Lash Serum and Nature Spell Limited Edition Rosemary Hair Oil reflect a broader demand for results-driven self-care, where consumers prioritise products that deliver tangible results with minimal effort.

Top 5 most popular beauty searches of 2025 (so far)

  1. GRWM 
  2. Billie Eilish new hair  
  3. Low taper fade 
  4. Strawberry Makeup 
  5. Heatless curls 

Demand for tech that fits into busy lives

Consumers are increasingly drawn to household products that make life easier by tackling multiple tasks at once.

Trending items like the Ninja Blast Cordless Blender experienced an incredible 1800% increase in orders while the Shark Steam Mop received a 5800% increase during the same time period (1st March - 29th May 2025). The popularity of these gadgets speaks to an increased demand for efficiency and convenience, with people looking for ways to make their homes cleaner and more organised in less time.

Top 5 most popular home searches of 2025 (so far)

  1. Modern farmhouse 
  2. How wooden spoons are made 
  3. Girl designed showers 
  4. Thyme Le Creuset 
  5. Scandinavian kitchen 

The protein-ifcation of food

Protein continues to be a buzz on TikTok. The most viewed videos include #HighProtein (820M), #GutHealth (377M) and #Fibre (33M) as Brits continue to actively prioritise their daily protein consumption.

This interest has naturally progressed to an interest in fibre with viral recipes such as the "Dense Bean Salad" and "Carrot Ribbon Salad" taking the platform by storm.

Top 5 most popular food & drink searches of 2025 (so far)

  1. Spudbros 
  2. Mukbang 
  3. Frozen honey 
  4. "What is Lumpia?" 
  5. Voodoo Chips 

Commenting on the report, Paul Mears, Head of Retail, Global Business Solutions, TikTok UK said:
"Today, we are excited to publish TikTok's Shopping Report, a report which not only reveals the products and brands that users have been shopping for, but the deeper values that are shaping today's shopping habits. We're thrilled to be a part of bringing the joy, inspiration and entertainment back into shopping.

"Shopping in the UK has evolved significantly in recent years. Shoppable videos and LIVE shopping are reigniting personal connections and real-time interactions, once core to traditional in store experience. TikTok is now where brands are discovered and grow and shoppers have the ability to find and experience products they love in an entirely new way."


Notes:
*Source: NIQ Digital Purchases, Total eCommerce, Value Share, 1st January 2024 to 31st December 2024)
TikTok's Shopping Report was created by TikTok Global Business Solutions using internal platform data up to July 2025