Ajay Salpekar

GM, Food, Beauty and Beverage TikTok Shop

Ajay Salpekar is the General Manager of Beauty and F&B at TikTok Shop in the US. He has been with the company since 2023, leading the growth of makeup, fragrance, and skincare brands within this fast-growing category. TikTok Shop is helping beauty and consumer goods brands leverage TikTok's vibrant creator community and get discovered by new shoppers.
In his role, Ajay works with brands of all sizes, from entrepreneurs and small businesses to large, global brands to craft their TikTok Shop strategy. This includes advising brands on how to get the most out of TikTok Shop, including choosing products that are on-trend, finding creative ways to launch new products through TikTok, and matching them with the most relevant creators.
Ajay is a longtime digital commerce leader in the consumer goods space, with experience growing brands on both the brand and platform side. Prior to TikTok Shop, he led Unilever's ecommerce business in the US, and held multiple retail and technology roles at Amazon and Microsoft. Ajay's TikTok is filled with cooking recipes, car reviews, #FragranceTok, and stand-up comedy.