L’Oréal is partnering with TikTok to test e-commerce in the ultra-popular app. Starting today, customers are able to purchase products directly from the U.K. accounts of two of the beauty giant’s major brands—Garnier and NYX Professional Make-Up—as well as through creator-driven content.
L’Oréal claims to be the first international beauty company to take part in an e-commerce pilot program TikTok started last month with brands in the U.K. around new ways to sell products within the app. Streetwear brand Hype was one of the first, and now others are signing up to experiment. Brands are hoping to replicate some of the e-commerce power brands have seen in China where TikTok’s China-based cousin Douyin brought in $26 million in e-commerce sales in its first year. Beauty brands like L’Oréal’s NYX Cosmetics, E.l.f Cosmetics and Fenty Beauty have become especially popular on TikTok, and have seen e-commerce sales spike during the pandemic.
Visitors to Garnier’s UK and Ireland TikTok account @garnierUK, with 33,700 followers, and NYX Cosmetics' U.K. account @nyxcosmetics_uk, with 286,000 followers, will find product links embedded in short video posts, livestreams and in a special TikTok Product showcase tab, found between the brand's main TikTok feed and the liked videos tab.