Brands Use TikTok to Scale Globally, Starting in US

Three brands — gaming device maker Nex Playground, K-beauty company MBX, and luxury reseller Fashionphile — are leveraging TikTok Shop for international expansion. Their strategy focuses on replicating their US momentum abroad, betting on the platform's ability to drive global sales. This move reflects a broader industry trend of brands using social commerce to enter new markets quickly.