15 June 26
Hilversum, June 15, 2026 – TikTok Shop launches in the Netherlands today. Innovative beauty brand Pink Gellac officially opens its TikTok Shop, making it one of the first Dutch brands to join TikTok’s new e-commerce platform. With this launch, the popular brand takes the next step in social commerce, bringing inspiration, entertainment, and shopping together in a single platform.
TikTok Shop officially goes live in the Netherlands today. Through shoppable videos, livestream shopping, and an integrated storefront, consumers can discover and purchase products without leaving the app. Following successful launches in countries including the United Kingdom, Germany, and France, the Netherlands now joins the growing list of European markets where TikTok Shop is available.
According to NielsenIQ, TikTok Shop accounted for 4% of the UK e-commerce market by sales value last year. Beauty is one of the platform’s best-performing categories worldwide. Data from NIQ Digital Purchases, which analyzes online purchasing behavior and e-commerce performance, shows that Personal Care & Beauty represents 27% of total category revenue on TikTok Shop.
A natural next step for Pink Gellac
For Pink Gellac, TikTok Shop is a natural next step in how consumers discover and buy beauty products.
“Today, we’re launching on TikTok Shop in the Netherlands as one of the first brands in the market. TikTok has played an important role in beauty discovery for years. With TikTok Shop, we can bring inspiration and purchasing even closer together,” says Robin Meis, Growth Manager at Pink Gellac.
For the launch, Pink Gellac is working closely with social-first agency GoSpooky. “Beauty is one of the best-performing categories on TikTok Shop, and Pink Gellac is bringing a brand and community that are ready for it. We’re incredibly excited to help them launch and grow.”
TikTok Shop as a growth driver
Internationally, TikTok Shop has become a significant growth driver within e-commerce. In the United Kingdom, TikTok Shop accounted for approximately 4% of total e-commerce sales in 2025. TikTok shoppers also spend nearly 30% more online on average than the typical e-commerce consumer.
With the launch of its own TikTok Shop, Pink Gellac aims to inspire consumers through tutorials, creator content, product demonstrations, and livestreams. Starting June 22, Pink Gellac will host livestreams twice a week, giving consumers the opportunity to discover products, ask questions, and shop in real time. The brand will also collaborate with a range of TikTok creators who will showcase Pink Gellac products through their content.
“TikTok is all about inspiration and interaction. Through our livestreams and creator partnerships, we can not only inspire consumers but also help them make purchasing decisions in the moment. That makes TikTok Shop an incredibly exciting channel for both us and our customers,” says Willemijn Bouman, CMO at Pink Gellac.
About Pink Gellac
Pink Gellac’s mission is to make salon-quality manicures accessible to everyone. Since its founding in 2013, the brand has grown into one of Europe’s leading names in nail care. With more than 300 colors and new collections launched every two months, the brand serves millions of customers across seven countries.
In addition to gel nail polish, Pink Gellac expanded its product range in 2025 to include Gel Nail Stickers and Nail Press-Ons, addressing a broader range of consumer needs. The company follows a digital-first strategy, supported by seventeen physical Colour Boutiques in the Netherlands, Belgium, and Paris.
Since October 2024, Pink Gellac has been a proud B Corp-certified company. In 2024 and 2025, Pink Gellac was named Retailer of the Year in the Netherlands for both ‘Best Retail Chain’ and ‘Best Webshop’ in the Health & Beauty category. In 2025, the brand was also awarded ‘Best Webshop’ in the Health & Beauty category in Belgium.
