Online shopping

L’Oréal UK partners with TikTok for a new online shopping experience

It is perhaps impressive to see the success of certain products on social networks, especially on TikTok, in just a few days. Highlighted by influencers and content creators, some cosmetics become real star products, selling like hotcakes in record time. This is something that has not escaped the notice of the biggest cosmetics companies, and L’Oréal UK & Ireland is the first to follow suit with these new online shopping behaviors.

The hashtag that had over 10 billion views

The British-Irish branch of the cosmetics giant has just enriched its partnership with TikTok by joining the platform’s #TikTokMadeMeBuyIt e-commerce campaign.

Viewed over 10 billion timesto date, on the social network, the hashtag is most often used by influencers to highlight their favorite products by content – whether through partnerships or otherwise. And it has already allowed many beauty products of all kinds to go viral. The phenomenon has also shone the spotlight on many cosmetics launched by the L’Oréal group.

Approved products

Through the collaboration, UK shoppers will be able to get their hands on beauty boxes full of designer-approved products. Garnier, L’Oréal Paris, Maybelline, NYX Professional Make-Up and Essie are among the brands affected.

Only available to users in the UK – for now – this new experience reflects brands’ growing interest in social media, which seem to be turning into go-to places for next-gen shopping with sales expected to reach $1.2 trillion by 2025.