TikTok has become the latest social media platform to sell L’Oréal-owned beauty products, in a global first.
Customers in the UK and Ireland can now shop creator-endorsed gift boxes from L’Oréal-owned brands directly in the TikTok app.
L’Oréal is the first cosmetics brand to use the official #TikTokMadeMeBuyIt branding.
Garnier, Maybelline, NYX Professional Make-Up and Essie are among the L’Oréal brands that will be available to shop.
By developing this partnership, the French beauty giant hopes to capitalise on viral interest in products with purchasers able to shop the sku there and then.
“Our partnership with TikTok enables us to continue to invent and reinvent the e-commerce experience,” said Lex Bradshaw-Zanger, CMO of L’Oréal UK and Ireland.
“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.”
In celebration of its gift boxes’ launch, L’Oréal will host a week-long festival of live beauty events.
Across the 100 hours of live content, some of the world’s most popular creators are expected to join.