Imperial Leather Maker PZ Cussons Declares TikTok Shop as Vital as Tesco
The consumer goods giant behind iconic brands like Imperial Leather and Sanctuary Spa has revealed that winning purchases on social commerce platforms such as TikTok Shop is now as critical as securing shelf space in traditional retailers like Tesco. Manchester-based PZ Cussons, founded in 1884, is intensifying its efforts to compete with a new wave of digitally-native brands that are leveraging social media to drive sales.
Battling for Every Purchase in a Changing Retail Landscape
Chief executive Jonathan Myers emphasized the company's daily struggle to capture consumer attention, stating that PZ Cussons must "battle every day to win every purchase." While the firm's products are ubiquitous in stores across the country, Myers highlighted the urgent need to adapt to evolving online shopping trends. "If you look at the way that most of the insurgent brands are arriving, it's through social media, and that blurs into e-commerce platforms, for example TikTok Shop," he explained.
TikTok Shop's Rapid Rise in the UK Market
TikTok Shop, the e-commerce arm of the popular video-sharing platform, has experienced explosive growth in recent years. According to NielsenIQ data, it has become the fourth-largest beauty retailer in the UK, with beauty sales surging by 60% year-on-year in 2025, fueled by trends like Korean skincare. Major retailers such as Marks & Spencer and Sainsbury's have joined thousands of smaller businesses in selling products on the marketplace, underscoring its significance.
Innovative Strategies and Global Insights
PZ Cussons is investing heavily in innovation and brand development to stay competitive. In Indonesia, the company has pioneered new sales approaches, including a live-streaming channel from its factory. "We run three shifts of live-streamers who are driving demand for our brands that is then fulfilled through marketplaces like TikTok Shop, and delivered on the back of a moped," Myers detailed. This strategy has led to a staggering over 600% increase in TikTok sales in the region.
Embracing Quick Commerce and Future Trends
Myers also noted the rise of "quick commerce" in urban areas of the UK, accelerated by the merging of social media and shopping channels. He stressed that there is no room for complacency in today's fast-paced market, adding, "Competition is good because it keeps us on our toes." As PZ Cussons continues to navigate this dynamic environment, its focus remains on ensuring presence and growth across both digital and traditional retail spaces to secure its market share.
