Top 10 TikTok Shop Brands in the UK: May

TikTok Shop continues to transform the UK ecommerce landscape, with exclusive bundles, limited-time deals, and creator-led content encouraging millions of shoppers to hit "Add to Cart."

The biggest winners aren't just relying on luck or reputation, they're creating engaging product storylines based on real people's wants and needs.

Why Storytelling Is Winning on TikTok Shop

One of the strongest examples of storytelling on the platform is Medicube, whose Hypochlorous Acid Duo performed incredibly well throughout the month of May, targeting those looking to get their skin smooth and shiny ahead of summer holidays. 

Fashion brand Halara has achieved similar success with its viral waffle trousers. Instead of marketing them as ordinary workwear, creators describe them as “work trousers that feel like leggings.” That simple storyline has helped the product resonate with thousands of shoppers looking to blend comfort and appropriate office wear. 

Meanwhile, The INKEY List continues to build the success of their Glycolic Acid Exfoliating Body Stick. The creators that are standing out are the ones targeting the more taboo talking points such as razor burns and ingrown hairs, exactly the problems users are searching for on TikTok.

Successful TikTok Shop brands don't just sell products, they sell solutions.

The Top 10 TikTok Shop Brands for May

*Based on units sold, source: Fastmoss

1. Medicube

£4.1 million GMV | 240K+ Sold

Korean skincare giant Medicube continues to dominate TikTok Shop through bundles and frequent new launches to keep interest high.

Their success is driven by:

• High-value skincare bundles

• Consistent product innovation

• Strong creator partnerships

• Celebrity endorsements such as Tana Mongeau and Hailey Bieber

Rather than relying on a single hero product, Medicube continually refreshes its catalogue, giving affiliates new reasons to create content and more products for consumers to covet. 

2. Dr. Melaxin UK

£4.1 million GMV | 150K+ Sold

Already popular in the US, K-beauty brand Dr. Melaxin has quickly become one of the UK's fastest-growing TikTok Shop success stories.

Their standout product, the Calcium Volume Multi Balm, has generated significant viral attention, often being described as ‘filler in a stick’ for those looking to deal with volume loss in their skin. 

3. Halara Wardrobe

£3.4 million GMV | 150K+ Sold

Halara continues to dominate the womenswear category, blending office appropriate with sleek activewear. 

Their viral waffle trousers are one of their top sellers, with creators repeatedly highlighting their comfort, flattering fit and versatility for the office.

The brand has mastered the art of turning a simple pair of trousers into a must-have for professionals. 

4. P.Louise

£2 million GMV | 140K+ Sold

P.Louise remains one of TikTok Shop's most recognisable beauty brands thanks to its pink, girly aesthetics and standout products.

Their strategy revolves around:

• Eye-catching bundle offers

• Limited-edition collections

• Strong brand personality

• Highly engaging TikTok LIVE sessions

By constantly refreshing its live shopping sets and promotional offers, P.Louise keeps audiences returning week after week.

5. Halara UK

£2.5M GMV | 150k+ Sold

Interestingly, Halara occupies two positions in May's top ten.

Opening multiple storefronts has allowed the brand to reach different audiences while increasing visibility across TikTok Shop. 

The strategy appears to be paying off, with both shops leading to impressive sales.

6. The Beauty Crop

£450K GMV | 100K+ Sold

The Beauty Crop has established a loyal customer base by creating products that blend skincare and makeup. 

Their bundle strategy is particularly effective, often including exclusive cosmetic bags or accessories that keep audiences excited for the next drop. 

7. Nutrition Geeks

£1.3M GMV | 90K+ Sold

Nutrition Geeks led the health and wellness category throughout May, cutting through the very beauty heavy top ten list. 

The brand continues to perform strongly thanks to education leaning affiliate content surrounding their supplements and powders.

8. Made By Mitchell (MBM)

£884K GMV | 89K+ Sold

Made By Mitchell remains a TikTok Shop powerhouse.

Known for bold colour palettes, exciting brand collabs (MBM X Spongebob was definitely a favourite!) and intricate makeup tutorials, the brand has created a strong customer fanbase throughout their latest collections.

9. The INKEY List UK

£935K GMV | 76K+ Sold

The INKEY List is going from strength to strength on the platform through educational content and standout livestreams. 

Its Glycolic Acid Body Stick has become a creator favourite, with affiliates targeting highly searched skincare concerns including:

• Razor burn

• Ingrown hairs

• Body blemishes

• Post-shaving irritation

The high quantity and quality of affiliate content has influenced both TikTok Shop and traditional retailer sells, with the stick becoming INKEY’s number one bestseller in Boots.

10. Wellgard

£1.2M GMV | 70K+ Sold

Wellgard rounds out May's top ten with continued success across the wellness category.

By combining supplements with educational content and attractive bundle offers, the brand has maintained consistent sales despite increasing competition.

Their wide range of products from gummies, capsules, powders and sachets give them the ability to target a wider variety of consumers.  

What Brands Can Learn from TikTok Shop's Biggest Sellers

Across every category, we can see the same content trends emerging.

The brands seeing the strongest results are:

• Identifying viral products based on if they solve a problem in a customers life

• Affiliates that give storytelling rather than sales pitches 

• Creating high-value bundles that increase average order value.

• Launching products consistently to keep affiliates engaged.

• Using TikTok LIVE to drive urgency and conversions.

• Optimising content around searchable keywords and trending topics.

As TikTok Shop continues to evolve, the brands that combine storytelling, creator partnerships and search-driven content are likely to remain at the top of the platform.

For brands looking to grow on TikTok Shop, the message is simple: don't just sell products—sell solutions that audiences are already searching for.