The beauty counter is now on your For You page as Ulta Beauty joins TikTok Shop, betting on the platform reshaping how America consumes.

The article focuses on Ulta Beauty’s launch on TikTok Shop, making it the first specialty beauty retailer in the U.S. to sell products directly on the platform. This move follows a $10 billion deal brokered between TikTok’s investors and the U.S. government, resolving national security concerns and stabilizing TikTok’s commercial future in America. Ulta aims to leverage TikTok’s large, engaged audience and emerging AI-enhanced commerce tools to integrate discovery and purchase seamlessly. While the partnership is seen as a strategic extension of Ulta’s digital ecosystem, some experts express concern about the potential impact on younger users’ impulsive buying behaviors and self-image. Other beauty brands, like Sephora, have also engaged with TikTok, highlighting the platform’s growing influence in the beauty industry.