A global first for L’Oréal

According to an article by Cosmetics Business, TikTok has become the latest social media platform to sell L’Oréal-owned beauty products – making it a global first.

UK and Irish customers can now shop for creator-endorsed gift boxes from L’Oréal-owned brands directly in the TikTok app, including Garnier, Maybelline, NYX Professional Makeup and Essie (just to name a few).

By exploring this partnership, L’Oréal aspires to capitalise on viral interest in its products, with buyers able to shop them right then and there.

The French beauty giant will be the very first cosmetics brand to use the official #TikTokMadeMeBuyIt branding.

“Our partnership with TikTok enables us to continue to invent and reinvent the e-commerce experience,” said L’Oréal UK and Ireland CMO, Lex Bradshaw-Zanger. 

“Where much of e-commerce today has been a very functional experience, and driven by more rational shopper missions like replenishment, #TikTokMadeMeBuyIt has brought the excitement of product discovery in partnership with creators to a full funnel online experience. Removing the friction of entertainment, discovery and purchase into a single, smooth consumer journey.”

To celebrate the launch of its gift boxes, L’Oréal will also host a week-long festival of live beauty events, with some of the world’s most popular creators expected to join.