PZ Cussons, the 142-year-old consumer goods company known for brands like Imperial Leather and Sanctuary Spa, is prioritizing its presence on platforms such as TikTok Shop to compete against a new generation of socially-savvy brands. Chief Executive Jonathan Myers emphasized that reaching customers through these digital channels is as crucial as traditional retail outlets like Tesco.
In an effort to adapt to evolving shopping habits, PZ Cussons is investing heavily in innovation and brand development. Myers noted, “We have to battle every day to win every purchase.” He highlighted the company’s widespread availability, stating, “There’s hardly a store in the country that sells a washing and bathing product that doesn’t sell a PZ Cussons product.” Yet, he acknowledged the need to embrace online trends that newer competitors are leveraging effectively.
Embracing E-Commerce Trends
TikTok Shop, the e-commerce extension of the popular video platform, has seen significant growth in recent years. Major retailers, including Marks & Spencer and Sainsbury’s, now sell products on TikTok Shop, which has recently emerged as the fourth-largest beauty retailer in the UK, according to data from NielsenIQ. Beauty sales on the platform surged by 60% year-on-year in 2025, driven by trends like Korean skincare.
Myers pointed out that PZ Cussons has been actively exploring innovative sales strategies, particularly in Indonesia. The company has launched a live-streaming channel from its factory, which has become a key tool for driving demand for its products. “We run three shifts of live-streamers who are driving demand for our brands that is then fulfilled through marketplaces like TikTok Shop, and delivered on the back of a moped,” he explained.
The results have been striking. TikTok sales in Indonesia have soared by more than 600%, showcasing the effectiveness of PZ Cussons’ approach in this market. Myers expressed optimism about the potential for quick commerce to grow in urban areas of the UK, highlighting the merging of social media and shopping channels.
Staying Competitive in a Rapidly Changing Market
Myers emphasized the importance of maintaining vigilance in a competitive landscape. He stated, “There is no room for complacency. Competition is good because it keeps us on our toes.” As PZ Cussons navigates this new era of retail, it is clear that the firm is committed to evolving its strategies to capture market share and appeal to modern consumers.
With a history dating back to 1884, PZ Cussons is leveraging its extensive experience while adapting to the fast-paced digital market. The company’s focus on integrating e-commerce with traditional retail underscores its determination to remain relevant in a sector increasingly defined by social media influence and innovative shopping experiences.
