The Business of Fashion has shared key insights from the Business of Beauty Global Forum 2026, exploring how discovery commerce is reshaping the beauty industry and what brands need to do to succeed on platforms like TikTok Shop.

The discussion, held at Stanly Ranch in Napa, California on 26 June 2026, was moderated by BoF content strategist Shenel Wickramaratne, alongside Ajay Salpekar, General Manager of Beauty, Food and Beverage at TikTok Shop, and BoF content strategist Yasmine Dahlberg. It drew on findings from The New Beauty Discovery Journey on TikTok Shop report.

Key insights:

• Discovery commerce has replaced the traditional marketing funnel - Consumers no longer move neatly from awareness to purchase. Discovery, consideration and transaction now happen simultaneously, with creator content driving demand before consumers have actively begun searching for a product. 83% of shoppers surveyed discovered a new product on TikTok Shop, while 70% discovered a new brand.
• Creators should be treated as strategic partners, not marketing channels - Leading brands are building long-term creator relationships and involving creators earlier in the product lifecycle. “Think of creators as your number one customer,” said Salpekar. “If your product appeals to them and they believe they can tell a story about it, your brand can reach millions through their audience.”
• Creator-led product development is growing – Rather than launching a product and searching for a narrative afterwards, brands are using creator feedback to shape innovation before launch. Fragrance brand Phlur worked with more than 30,000 affiliate creators to shift the conversation around scent toward mood and personal expression.
• Brands must build organisations around discovery, not channels – Discovery commerce requires a different way of operating, with marketing, commerce and creator partnerships working in closer alignment. “The biggest difference between brands succeeding on the platform and those struggling to gain traction isn’t budget or company size - it’s leadership mindset,” said Salpekar.
• TikTok Shop drives a broader halo effect – Awareness generated on TikTok Shop increasingly drives demand across other retailers, brand websites and physical stores, positioning discovery commerce as a driver of wider beauty ecosystem growth, not just a standalone sales channel.

For more information, visit businessoffashion.com.