Sally Beauty Holdings Inc. (NYSE: SBH) launched its store on TikTok Shop on March 10, expanding the beauty retailer's marketplace presence into social commerce.

The Plano, Texas-based company plans to offer over 1,000 products on the platform in the coming weeks. The assortment includes Sally Beauty's exclusive brands such as Beauty Secrets, Beyond the Zone, ion, Proclaim, and Silk Elements, alongside national brands including Sauce Beauty. Additional brands Iroiro and Andis are planned to join the platform as the product selection expands.

Products on TikTok Shop will be priced consistently with SallyBeauty.com and include select platform-exclusive promotions. Orders will ship directly from Sally Beauty's distribution centers, with most orders fulfilled same day or next business day via standard FedEx delivery.

"As social media continues to reshape how customers discover and shop for beauty, bringing Sally Beauty to TikTok shop felt like a natural next step," said Chris Kobus, Chief Marketing Officer at Sally Beauty.

The TikTok Shop launch builds on Sally Beauty's digital marketplace expansion, which includes presence on Amazon and delivery platforms like Uber Eats. Jamie Columbus, Vice President of eCommerce at Sally Beauty, said the company has seen double-digit year-over-year growth across digital channels.

Sally Beauty Holdings operates as a distributor of professional beauty supplies through its Sally Beauty and Beauty Systems Group businesses, with Sally Beauty stores offering up to 7,000 products for hair color, hair care, nails, and skin care.