NIVEA Joins TikTok Shop as Platform Expands to France, Germany and Italy

THE WHAT? TikTok Shop launched in France, Germany, and Italy on Monday, marking its latest European expansion amid ongoing regulatory pressure in the United States. Beiersdorf’s NIVEA is among the first cosmetics brands to go live with an official TikTok Shop in Germany.

THE DETAILS TikTok Shop, which has operated in the UK since 2021 and entered the US in late 2023, is rapidly expanding its e-commerce capabilities across Europe. NIVEA’s launch includes over 30 skincare products and bundles, with in-app checkout and creator-led content strategies. TikTok Shop enables users to discover and purchase beauty products directly through videos and livestreams, aligning with growing demand for seamless, content-driven shopping experiences.

THE WHY?  For TikTok, Europe offers growth opportunities as the platform faces political and legal uncertainty in the US. For Beiersdorf, the move reflects a broader shift toward digital-first retail in beauty, with TikTok Shop serving as both a sales and engagement channel — particularly relevant for brands looking to reach younger consumers in real time.

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