TikTok Shop Philippines is strengthening its beauty category with the launch of its Seoul Glow K-Beauty Campaign on 10 July, bringing together a curated lineup of Korean skincare and makeup brands while expanding creator-led product discovery on the platform.

The campaign aims to make it easier for Filipino consumers to discover and purchase K-Beauty products through creator collaborations, livestreams, product demonstrations, and community-driven content.

"The rise of K-Beauty has become one of the strongest examples of how discovery shapes commerce on TikTok Shop," said Franco Aligaen, marketing lead of TikTok Shop Philippines.

"Our Seoul Glow K-Beauty Campaign brings this experience together by giving shoppers easier access to trusted Korean beauty brands while helping merchants connect with consumers in a more authentic and engaging way," he added.

TikTok Shop said the campaign comes as demand for Korean beauty products continues to grow among Filipino consumers. Citing the 2025 Overseas Hallyu Survey, the platform noted that the Philippines recorded the highest level of interest in Korean beauty products among surveyed markets, with 72.4 percent of respondents expressing interest in K-Beauty.

The company also said internal TikTok data showed continued growth in the #KoreanSkincare community, with users on the platform more likely to purchase K-Beauty products than non-TikTok users.

Participating brands include d'Alba, COSRX, SKIN1004, Dr.G, Biodance, Rejuran, Sui Sui, and My Beauty Story.

As part of the campaign, shoppers can enjoy up to 50 percent off selected products from participating brands during the #FUNtasticPayday and #KBeautyOnTikTokShop event on 10 July. Users can also search the voucher keyword "Bagsak Presyo Deals" to unlock additional discounts.