‘On Trend’ will take place on the 8th and 9th of December, with TikTok teaming up with brands such as Charlotte Tilbury, L’Oreal, Look Fantastic, Nutribullet and JD for 10 hours of live streaming across the two days.

Speaking to Retail Week about the event launch, TikTok general manager UK of global business solutions Kris Boger said: “You can have an account as a business and you can connect your product inventory with your TikTok account. When people see your TikToks, they can transact directly within the TikTok experience and complete that transaction. It’s quite exciting, that’s quite a frictionless way of transacting”.