Since TikTok Shop’s launch two years ago, brands large and small have worked to turn the platform’s 170 million U.S. users from scrollers into shoppers. Increasingly, that’s included more food brands, offering products ranging from limited-edition Doritos and trending Swedish candy to fresh halibut.

TikTok Shop continues to gain traction, with overall sales up 120% YoY, and the food category’s growth more than doubling, according to Amanda Parker, head of food at TikTok Shop. While beauty has led the way, food is the second biggest category on the platform, accounting for nearly 14% of sales, according to Capital One Shopping.

And it isn’t just a place to find smaller, digitally native brands. Big CPG players like Frito-Lay, OLLY, Cholula, and Keurig now sell on the platform, too—even grocer Lidl joined the platform in the UK this year—along with a slew of emerging brands, like Waterboy, Drizzilicious, and Hormbles Chormbles, gaining in popularity.

While the level of brand recognition may vary, the novelty of TikTok Shop for food presents a sort of level playing field for brands on the platform as they vie for the piece of the pie.

Keep reading here.—EC

When it comes to affiliate sales, Sephora is going straight to the source.

Last month, the beauty retailer launched My Sephora Storefront, an affiliate program where creators can display their favorite products on the Sephora website, generate shareable, shoppable links for social media, and earn sales commissions.

It’s the latest sign of growth for the creator commerce and affiliate space, which is set to be worth $16 billion by 2028 and is currently dominated by third-party affiliate platforms like LTK, ShopMy, and TikTok Shop, as well as retailers like Amazon with Amazon Storefront. Last month, Condé Nast announced it was developing a creator storefront of its own called Vette, which is set to be released next year.

As creators’ influence continues to grow, Brent Mitchell, VP of social media and influencer marketing at Sephora, told us he sees the retailer’s opportunities to offer monetization options to creators is also expanding.

Keep reading here on Marketing Brew.—KH

Here’s what’s going on in retail this week:

In earnings: A handful of Q3 earnings are coming out this week. First up today is Simon Property Group. The mall operator is coming off a strong Q2, when a tight market for rental properties allowed the mall operator to hike rental rates. Next up is Shopify on Tuesday. The e-commerce platform is also coming off a successful Q2, when it achieved 31% revenue growth. And lastly, McDonald’s is reporting on Wednesday. The fast food chain saw a healthy rebound in same-store sales, which jumped 3.8%, in Q2, but CEO Chris Kempczinski still expressed concern about the resilience of its low-income customer base.

In industry gatherings: Glossy is hosting its Beauty x Wellness Summit in Newport Beach, California, from Monday through Wednesday. The event will bring together industry leaders to discuss the slowdown in the beauty category, the growing strength of the wellness category, and new challenges and opportunities from tariffs and artificial intelligence.

Keep reading here.—AV