Video is changing the way we shop. From live tutorials to influencer-led product demos, beauty brands are using video to connect with customers in ways that feel more personal, engaging, and—most importantly—effective.
And the numbers back it up. According to the Video Commerce Market report of ResearchandMarkets.com, the global video commerce market was valued at $695 billion in 2023 and is expected to reach $3.7 trillion by 2029, growing at a 32% annual rate. While fashion has dominated this space, beauty is now the fastest-growing category. Why? Because beauty is personal. Shoppers want to see how a foundation blends, how a lipstick shade looks in different lighting, or how a skincare product works on real skin before they hit “add to cart.”
UK beauty brands are at the forefront of this shift, using video to engage customers, build trust, and drive sales. In this post, we’ll take a look at the brands that are doing it best—and what makes their strategies so successful.
Let’s get into it.
Superdrug: A Beauty Retail Giant Embracing Video Commerce
Superdrug has long been a go-to name in the UK beauty scene, offering everything from skincare staples to trending makeup must-haves—all at affordable prices. While its stores remain a key part of the brand’s identity, Superdrug has been quick to adapt to the digital shift, using video content in fresh and engaging ways to connect with today’s beauty shoppers.
GC The Beauty Boss: Comedy Meets Beauty Retail
Superdrug’s "GC The Beauty Boss" was a brilliant mix of humor, personality, and product discovery. Starring Gemma Collins, this three-part YouTube series took a lighthearted approach to beauty retail.
Each episode placed Gemma in charge of a Superdrug store, trying to track down the owner of a forgotten order. Her unfiltered commentary and hilarious reactions made the series impossible to ignore. Timed around Black Friday and Christmas, the campaign wasn’t just fun—it was smart, tapping into key shopping moments while keeping viewers entertained.
This campaign worked because it wasn’t just another promotional video—it felt natural, shareable, and genuinely funny. Superdrug made beauty shopping feel like part of the entertainment rather than just a transaction.
Lush: Carving Its Own Path in Video Commerce
Lush has never been a brand that follows the crowd. Known for its fresh, handmade cosmetics and strong ethical stance, the company made headlines when it quit social media in 2021, stepping away from platforms like Facebook, Instagram, and TikTok due to concerns over user safety and mental health.
Despite its anti-social media stance, Lush remains active on YouTube, using the platform to showcase behind-the-scenes content, product demos, and immersive storytelling. Whether it’s a deep dive into the making of a bath bomb or a campaign celebrating self-care, Lush ensures its video content is rich, engaging, and true to its brand values.
By shifting away from algorithm-driven marketing, Lush relies on organic engagement and direct customer relationships, using its own website, newsletters, and app to connect with its audience. It’s a bold move, but one that reinforces the brand’s authenticity and commitment to ethical consumerism.
Lush Reveals: A Raw, Behind-the-Scenes Video Series
A great example of Lush’s video marketing in action is its Lush Reveals series on YouTube. Instead of pushing products, this series gives viewers a raw, behind-the-scenes look at what makes Lush, well, Lush. From how their handmade products are created to deep dives into ethical sourcing and sustainability, these videos feel more like a documentary than a sales pitch. It’s all about transparency, storytelling, and showing—not just telling—what the brand stands for. By keeping it real and focusing on the bigger picture, Lush isn’t just selling bath bombs; it’s building a deeper connection with its audience.
Charlotte Tilbury: Luxury Beauty Meets Video Commerce
Charlotte Tilbury is a powerhouse in the beauty industry, known for its glamorous, high-performance makeup and skincare. Founded by celebrity makeup artist Charlotte Tilbury, the brand is built on the idea that makeup isn’t just about looking good—it’s about confidence, empowerment, and a touch of Hollywood magic.
Beyond its stunning product range, Charlotte Tilbury has mastered the art of video commerce, using expert-led tutorials and exclusive content to turn beauty shopping into an immersive experience.
Masterclasses: A Guided Shopping Experience
Charlotte Tilbury’s Masterclass section on its website is a perfect example of how the brand uses video to enhance the shopping experience. Rather than just scattering tutorials across YouTube, the brand has curated an entire hub dedicated to beauty education, breaking it down into categories like Pillow Talk, Face & Complexion, and Skincare.
Each category includes embedded YouTube videos, allowing users to watch tutorials directly on the website. Below the videos, the products used in each look are listed, making it easy to add them directly to your cart. Instead of pushing sales, the brand lets the content do the work—educating first, selling second.
App-Exclusive Videos: A Beauty Concierge in Your Pocket
Charlotte Tilbury takes its video strategy even further with app-only content, giving users an exclusive, more personalized experience.
- Tailored Tutorials – The app suggests videos based on your beauty preferences, skin type, and past purchases, making recommendations feel personal.
- Behind-the-Scenes Access – From sneak peeks at upcoming launches to backstage moments, the app gives beauty lovers VIP-level content.
Charlotte Tilbury proves that video commerce isn’t just about selling—it’s about creating an experience.
P.Louise: Taking Over TikTok Shop With Record-Breaking Sales
P.Louise isn’t just another beauty brand—it’s a social media sensation. Founded by Paige Louise in 2014, the UK-based brand made a name for itself with highly pigmented eye bases, bold colors, and an unapologetically creative approach to makeup. But where P.Louise really thrives is on TikTok, where it’s turned video-driven shopping into a massive success.
Crushing It on TikTok Shop
If there’s one brand proving that TikTok Shop is the future of beauty retail, it’s P.Louise. In July 2024, the brand pulled in an eye-watering £1.5 million in just 12 hours during a single TikTok LIVE event—selling two products every second.
With nearly 3 million TikTok followers, P.Louise has built a community that doesn’t just watch—they buy. The brand’s approach is all about real-time engagement, exclusive product drops, and high-energy shopping experiences, creating the kind of hype that keeps customers glued to their screens and ready to add to cart.
Alongside selling at record-breaking speeds, the event also brought in 29,000 new followers, proving that TikTok LIVE isn’t just about sales—it’s also a powerful tool for brand growth and audience expansion.
Conclusion
According to TikTok Insights, “80% of TikTok users say content on TikTok directly influences the products they use as part of their beauty regime.” This proves that it’s no longer just about showcasing products for beauty brands—that’s the bare minimum.
Shoppers today want engaging, entertaining, and fun content that also helps shape their routines. And brands hop on the video commerce train at different levels.
Imagine if those videos were embedded directly into these brands’ apps or websites, making them shoppable experiences. See it. Click it. Add it to the cart instantly. No friction, no leaving the content—just seamless shopping. This is exactly where Storyly comes into play.
