Marks & Spencer (M&S) has launched on TikTok Shop as part of a pilot designed to attract younger audiences and grow its beauty business.

It is understood the new M&S TikTok Shop will initially focus on beauty ranges, offering a curated range of skincare, bodycare and home-fragrance products.

It is not the first retailer to launch on the social media shopping platform. Earlier this year, Lidl’s debut TikTok Shop launch range sold out in minutes, setting a new benchmark for UK supermarkets.

The move comes as M&S products continue to gain traction on TikTok, with hashtags linked to the high street retailer generating more than 100,000 posts.

The business said the launch builds on its “social-first, product-led strategy”, as it looks to make its ranges easier to discover and shop across channels.

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The TikTok partnership will enable creators to make shoppable content, with plans for live demos, styling sessions and exclusive promotions in the coming weeks.

M&S marketing director Sharry Cramond said the TikTok Shop would “supercharge the buzz” the retailer already enjoys on the platform, helping it to reach new audiences while driving awareness of its beauty offer.

The retailer will use the pilot to test new formats and creator partnerships as part of its wider aim to “meet customers where they are” and grow market share in beauty and lifestyle categories.

Speaking to Grocery Gazette earlier this year, TikTok Shop head of FMCG Matt Beane said the future of the social media platform is “fresh food”.

“Food and drink, health and supplements, and household goods are all in high demand,” said Beane. “One of our current bestsellers? Toilet roll.”

“We see TikTok Shop complementing traditional retail,” he added. “Brands are using it to enhance their physical presence, boosting footfall and online sales alike.”