Global beauty company L’Oréal UK and Ireland is joining TikTok for the social media platform’s #TikTokMadeMeBuyIt e-commerce campaign.
 
A global first for L’Oréal, customers in the UK and Ireland can now purchase creator-endorsed product selection boxes through the TikTok app.
 
L’Oréal-owned brands involved in the product boxes include Garnier, Maybelline, L’Oréal Paris, NYX Professional Make-Up and Essie.
 
The dedicated hashtag, which has garnered over 10 billion views alone, has been credited with generating a viral interest in L’Oréal products, as creators recommend their favorites to TikTok’s large-scale audience. The phenomenon has already driven major success for brands across a variety of categories. Items of all kinds have sold out—from milk frothers to feta cheese, leggings, cleaning products, mascara, and everything in between.
 
For the curation, the company has worked with creator partners who have each selected items for their own gift boxes, with each to be available through TikTok Shop UK.