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L’Oreal and TikTok team up to tap into users’ appetite for products that go viral

Shoppers can now buy L'Oreal gift sets directly from TikTok creators. Image courtesy of L'Oreal UK

L’Oreal is working with TikTok to tap into the appetite for products that go viral on the social media site.

L’Oreal UK & Ireland says interest in some of its recent product launches has taken off through the #TikTokMadeMeBuyIt hashtag. Now it is working with TikTok creators to sell gift boxes with a selection of L’Oreal products straight from the TikTok app, via the TikTok shop. L’Oreal says it is the first brand to use official #TikTokMadeMeBuyIt branding, a hashtag that has itself had more than 10bn views on the platform.

“Our partnership with TikTok enables us to continue to invent and reinvent the ecommerce experience,” says Lex Bradshaw-Zanger, chief marketing officer of L’Oréal UK and Ireland. “Where much of ecommerce 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.”

L’Oreal brands Garnier (@garnieruki), L’Oreal Paris (@lorealparis), Maybelline (@maybelline), NYX Professional Make-Up (@nyxcosmetics_uk) and Essie (@essie) will all be available to buy in the UK through the new creator-chosen product boxes. These will be available through creator partners including Kirsty Bell (@kirsty.bell) and Dolli (@dolli.glam), who have each curated gift boxes that are now available exclusively on TikTok Shop in the UK. They are launched with a week-long festival of live beauty events featuring creators. In all, more than 100 hours of live content will take place during the week.

The move follows the success of L’Oreal brands ( on the TikTok Shop, which brands can launch short videos and livestreams either on their own TikTok accounts or in collaboration with TikTok creators.

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