L’Oréal UK and Ireland has partnered with TikTok to allow customers to purchase products directly within the TikTok app in the UK.

L’Oréal beauty brands Garnier (@garnieruki) and NYX Professional Make-Up (@nyxcosmetics_uk) are the first international beauty brands to offer selected products for purchase on their account pages on TikTok as part of an ongoing commerce pilot on the platform.

Marking an exciting new step in the rapidly evolving world of beauty retail, the brands ae working with creative partners such as @illumin_arty to produce creative branded content, using new commerce features to bridge the gap between content and commerce.

With the integration of the shopping function directly into the TikTok app, customers can purchase the creators’ beauty routines without leaving the platform, creating a seamless content-to-commerce shopping experience.

TikTok’s platform is optimised for discovery, showing people a wide variety of personalised content based on what they engage with, rather than who they follow.

Beauty has become a popular category on TikTok ­– hashtags like #skincare and #beauty have racked up 43.7B views and 50.3B views respectively – with creator-recommended products often reaching wide audiences at scale.

The ‘as seen on TikTok” retail trend makes the platform an attractive place for L’Oréal UK and Ireland to continue to grow its commerce offering, and the company will continue to work with TikTok in the UK to introduce the feature to more brands and explore new functionalities. 

Lex Bradshaw-Zanger, CMO of L’Oréal UK and Ireland, says: “Social commerce is truly the next frontier for beauty sales, after livestreaming and live shopping. Connecting the already enormous influencer and creator community with the ability to make sales through TikTok is a step forward in improving the consumer experience, linking content to commerce and creating a more fluid and seamless purchasing experiences for our customers.

“As we continue to develop our brand experience online and innovate with our partners, leveraging creator content alongside that of our brands is extremely important - TikTok has offered a great opportunity for us to leverage the power of advocacy through our creator partners, bringing our products to the customer, wherever they are.”