PZ Cussons, the 142-year-old consumer goods company known for brands like Imperial Leather and Sanctuary Spa, is aggressively targeting e-commerce platforms such as TikTok Shop. Chief Executive Jonathan Myers emphasized the importance of these channels, stating they are as vital for reaching consumers as traditional retailers like Tesco. As the firm faces increasing competition from social media-savvy brands, it is enhancing its marketing strategies to capture a larger share of the online shopping market.
During a recent discussion, Myers described the current retail landscape as a “battle” for every sale. He noted that PZ Cussons products are widely available in stores across the country, yet the company must innovate continuously to keep pace with emerging brands that are leveraging social media effectively. “If you look at how most of the insurgent brands are entering the market, it’s through social media, which seamlessly transitions into e-commerce platforms like TikTok Shop,” he explained. The company aims to ensure its presence is felt in these digital spaces, striving to grow rapidly and secure its share of purchases alongside competitors.
TikTok Shop has seen remarkable growth in recent years, becoming the fourth-largest beauty retailer in the UK, according to data from NielsenIQ. The platform’s beauty sales surged by 60% year-on-year in 2025, driven largely by trends such as Korean skincare. Major retailers, including Marks & Spencer and Sainsbury’s, are now active on the marketplace, alongside a multitude of smaller brands.
In a bid to explore innovative sales strategies, PZ Cussons has been experimenting in Indonesia, where it has launched a live-streaming sales channel directly from its factory. Myers reported significant success, stating, “We run three shifts of live-streamers who are driving demand for our brands, fulfilled through marketplaces like TikTok Shop and delivered on the back of a moped.” TikTok sales in Indonesia have skyrocketed by more than 600%, showcasing the potential of this approach.
The chief executive identified the “rise of quick commerce” in urban UK areas, attributing this trend to the merging of social media and shopping channels. He cautioned against complacency, asserting that healthy competition is essential for progress. “Competition is good because it keeps us on our toes,” Myers stated, highlighting the need for constant vigilance in an evolving market landscape.
PZ Cussons’ commitment to adapting its sales strategies and engaging with new platforms illustrates its determination to remain competitive in a rapidly changing retail environment. As the company continues to evolve, its focus on digital engagement and innovation will likely play a crucial role in its future success.
