It’s may be impressive to see success certain products meet on social networks, especially on TikTok, in just a few days. Promoted 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 attention of the biggest cosmetics companies, and L’Oréal UK & Ireland is the first to get onboard with these new online buying behaviours.

The hashtag that has had 10+ billion views

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

Viewed more than 10 billion times, to date, on the social network, the hashtag is most often used by influencers to highlight their favourite products through content — whether via partnerships or otherwise. And it has already allowed many beauty products of all kinds to go viral. The phenomenon has also shined the spotlight on many cosmetics launched by the L’Oreal Group.

Endorsed products

Thanks to this collaboration, shoppers in the UK will be able to get their hands on beauty boxes filled with products endorsed by creators themselves. Garnier, L’Oréal Paris, Maybelline, NYX Professional Make-Up and Essie are among the brands involved.

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