TikTokers love beauty, and Sephora wants a piece of the action.
Generating more than a billion beauty-related searches each month, TikTok Shop is the fourth-largest health and beauty ecommerce retailer in the US, according to NielsenIQ, generating US$4.4bn in sales.
This has not gone unnoticed by the LVMH-owned retailer.
Sephora will enter the social selling platform on 19 September with the Sephora Drop Shop experience, enabling TikTok Shop US users to discover and shop an exclusive curated selection of beauty products in an “entertaining and inspiring way”.
Rival beauty retailer Ulta Beauty has also set its sights on TikTok Shop, which grew 60% year–on-year in the UK alone last year, the platform said.
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The US retailer launched on the platform in March to meet Gen Z consumer needs, offering curated exclusives, TikTok Shop-only bundles (both single and multi-brand) and early-access moments with brand partners.
For retailers, joining the platform is a natural response to where beauty discovery is already happening,” says Alex Nisenzon, CEO of data intelligence platform Charm.io.
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