Cannes Special | How to launch a brand on TikTok Shop

“ It's people like Lucy that TikTok empowers and helps, as the platform is democratised. Everyone is at the same starting line. If your content is good, it gets seen. Regardless of how big or small you are, or how many followers you have.”

Live from Cannes Lions 2025, The What They Said podcast, is back; talking about the topic that’s on everyone’s lips this year – Influencer Marketing.

With an average of 6,000 live shopping experiences on TikTok Shop every day last year, savvy brands – including luxury ones – are not just launching, but building, co-creating, testing, and selling customer-centric product lines within the platform.

For this Cannes Special, Sammy Albon, unpicks this – welcoming back disability activist, content creator and blind broadcaster, Lucy Edwards, alongside Nora Zukauskaiteback, Marketing Director TikTok Shop UK and Europe, to discuss the launch of Lucy’s new Etia beauty brand in February 2026.

Listen out in the episode for:

💥 Lucy’s journey launching her beauty brand and how accessibility has shaped its identity

💥 Nora’s insights on how winning challenger brands are leveraging TikTok Shop to drive discovery and sales

💥 The power of community-driven commerce and Gen Z co-creation

💥 How content creators are influencing not just marketing—but product development

💥 How and why TikTok Shop is transforming the path from discovery to purchase.

If you want to learn more about TikTok Shop, you can also head to their podcast: https://lnkd.in/ejNrmuXE