The chief executive of PZ Cussons, Jonathan Myers, has declared that the historic consumer goods firm must "battle every day to win every purchase" in a challenging UK market. The 142-year-old company, maker of Imperial Leather and Sanctuary Spa, is now betting heavily on platforms like TikTok Shop to compete with newer, social media-savvy brands.
A Historic Firm Adapts to Modern Retail Trends
Founded in 1884, PZ Cussons produces a wide range of beauty, hygiene, and baby products. Myers emphasised that while the company's items are ubiquitous in stores across the country, it cannot afford complacency. He highlighted the importance of innovation and brand-building as the firm navigates a tough consumer environment, partly driven by Brexit-fuelled inflation pressuring households.
TikTok Shop: The New Retail Frontier
Myers pointed out that reaching shoppers on TikTok Shop is now as critical as securing shelf space in a Tesco Express. He explained that many insurgent brands are emerging through social media, which seamlessly blends into e-commerce platforms. "It's about making sure that we're present, that we're growing fast, and that we're stealing our share of purchases there, just as we would a Tesco Express down the street," he said.
TikTok Shop, the e-commerce arm of the video-sharing platform, has seen rapid growth in recent years. Major retailers like Marks & Spencer and Sainsbury's have joined thousands of smaller businesses on the marketplace. According to NielsenIQ data, TikTok Shop has become the fourth-largest beauty retailer in the UK, with beauty sales surging 60% year-on-year in 2025, fueled by trends such as Korean skincare.
Innovative Tactics from Indonesia to the UK
PZ Cussons has been experimenting with aggressive sales tactics in Indonesia, where it operates a TikTok Shop. The company runs three shifts of live-streamers from its factory, driving demand for brands that is then fulfilled through marketplaces and delivered via moped. This approach has led to a more than 600% increase in TikTok sales in the region.
Myers noted that he can "definitely see the rise of quick commerce" in urban areas of the UK, accelerated by the blurring of social media and shopping channels. He stressed that competition is beneficial, keeping the company agile and focused. "There's no room for complacency," he added, underscoring the daily struggle to capture consumer attention in a crowded marketplace.
The firm's strategy reflects a broader shift in retail, where traditional giants must adapt to digital trends or risk losing ground. As PZ Cussons invests in online innovation, its battle for every purchase highlights the evolving landscape of consumer goods in an increasingly connected world.
