Game changing

How pharmacies can stand out in the TikTok Shop supplements market

TikTok Shop has transformed how people discover and buy supplements. A product can go from a recommendation in a 20-second video to a purchase in only a few taps – often before people have had time to consider whether it is appropriate for them or what it can realistically achieve.

This has made wellness products more visible and accessible, which is not necessarily a bad thing. Social media can help people start conversations about health concerns they may previously have kept private, including fatigue, digestive issues, hair changes, nutrient deficiencies and weight management.

It can also introduce people to products and ingredients they may not have otherwise considered.

The challenge is that the speed of discovery can encourage people to make health decisions at the same speed. A compelling personal story, a before-and-after image or a popular creator’s endorsement can feel more persuasive than measured information about dosage, evidence, suitability and potential limitations.

The fact that a supplement is popular does not mean it is the right product for every person watching.

What needs to be considered

Supplements are often presented online as simple additions to a routine, but they can sit alongside much more complex health circumstances. Someone may be taking prescription medicine, managing a long-term condition, pregnant or breastfeeding or experiencing symptoms that need medical assessment rather than a product recommendation.

Even when a supplement is appropriate, it is important that people understand what it is designed to support and its limitations in providing a quick fix for wider lifestyle or health concerns.

This is where clinically led businesses have an opportunity to offer something different. TikTok Shop allows pharmacies to reach consumers as they discover new wellness products, but their role should go beyond encouraging a purchase.

Product listings and supporting videos can explain what a supplement is intended to support, who should seek advice before using it and what it can realistically achieve.

Short, accessible videos can answer common questions about ingredients, suitability and realistic expectations, while directing viewers towards fuller guidance or professional advice before they buy.

In an increasingly competitive market, this also offers a way to stand out. Rather than competing solely through viral trends or influencer endorsements, clinically led brands can make qualified expertise visible through clear, evidence-based advice and access to professional support.

A short video cannot cover every consideration, but it can help someone understand what to check and where to find reliable information.

‘Patient feedback should be considered alongside clinical evidence and robust product development’

Building trust through transparency

Trust is built through clarity and transparency about what a product contains, why an ingredient has been included, who it may be suitable for and where its limits lie.
The need for clearer information was reflected in a 2025 Which survey of 2,514 adults, which found that 52% of supplement users considered available information confusing, yet only 37% had consulted a healthcare professional before starting a supplement.

This points to a clear gap between the ease of discovering and purchasing products online and consumers’ ability to judge whether they are appropriate for their individual needs, existing medication or wider health concerns. This creates clear space for clinically led brands to offer expert insight and practical guidance.

Building trust also means being honest when a concern is unlikely to be resolved through supplementation alone. Responsible communication should make people feel more informed, reducing unnecessary anxiety and avoiding the implication that they need a growing list of products to be healthy.

Guiding product development

Listening to patient feedback can reveal where people feel unsupported and what questions they repeatedly have. It can also highlight where education is needed.

For example, if patients consistently ask about fatigue, it is important to explain that this can have many causes and should not automatically be treated with a supplement. If people are unsure how a product fits alongside medication or a prescribed weight-management treatment, that should prompt clearer guidance and access to professional advice.

Patient feedback should be considered alongside clinical evidence and robust product development, helping keep innovation focused on genuine needs. Pharmacies, including Oushk Pharmacy, can bring questions raised by patients into this process.

In weight-management care, for example, recurring questions about nutrition and maintaining healthy routines can point to where clearer guidance or further product development may be useful. This helps keep the focus on patient needs rather than short-lived wellness trends.

This is particularly relevant as supplements become more closely connected with wider well-being and weight-management conversations. Weight loss medicines are used alongside dietary and lifestyle advice, but people’s nutritional needs vary.

Some may have questions about protein or hydration; a clinician can assess whether additional support is needed and whether a supplement is appropriate. Advice should keep balanced, food-first nutrition and appropriate clinical care at its centre, rather than present supplements as a routine need.

People should be able to understand why a supplement has been formulated, what role it could play in their wider health routine and when further advice may be needed, particularly if they are trying to make sense of conflicting information.

This is particularly important in a fast-moving market where commercial messaging and genuine health education can be difficult to distinguish.

Informed choices in a fast-moving market

TikTok Shop is unlikely to slow down the relationship between wellness content and consumer purchasing.

The responsibility therefore lies with brands and healthcare professionals to make sure speed does not come at the expense of understanding. Consumers deserve products developed with their real experiences in mind, alongside information that helps them make considered choices. This means being transparent about ingredients and intended use and resisting exaggerated claims.

The future of the supplements market should be about building long-term trust through quality, transparency and products that respond to the issues people genuinely face.

For clinically led businesses, TikTok Shop offers a chance to bring evidence-informed education to consumers at the point of discovery.

When patient insight shapes product development and professional guidance accompanies social commerce, pharmacies can stand out by helping people make informed decisions. 

Hira Malik is Superintendent and Co-founder at Oushk Pharmacy