O Boticário announces its official entry into TikTok Shop, an e-commerce platform integrated into the short video app, with a soft launch scheduled for May 8. In Brazil, according to data from Data Reportal, TikTok currently has 111 million users in the country, making it the third largest global market.
“TikTok Shop has established itself as a promising platform for e-commerce in Brazil with projections to generate up to 39 billion in the country by 2028. Today we are the largest beauty brand on the platform, and being present on TikTok Shop is a natural evolution of our digital strategy, as we will offer an integrated shopping experience with the content they already consume and love,” said Marcela de Masi, Executive Director of Branding and Communication at Grupo Boticário.
For its debut, O Boticário features two products that are already favorites of the community: Egeo Dolce and Cuide-se Bem Pessegura 400ml Hydrating Lotion. Both were selected based on social listening analyses, identifying items with the most engagement and positive mentions on the platform. “We closely monitor trends on the platform and have identified that these products generate a lot of conversation and consumer interest,” emphasized the executive.
In addition to the products available in the Boticário store, the brand will have a base of influencers recommended by the TikTok Shop platform, who will earn commissions from sales in an affiliate model. The strategy also includes a squad of influencers who are fans of the beloved brands chosen for this launch, the ‘Egeolovers’ and ‘Pessegura lovers,’ who will share their experiences with the products.
Consistency
Since officially joining TikTok in 2020, O Boticário is one of the most engaged beauty brands on the platform, amassing over 6 million followers and more than 46 million likes. In 2023, O Boticário was a finalist in five categories at the TikTok Awards and won for “best use of format” – an achievement that, according to the brand, reflects a keen and close eye on the platform’s native movements, key viral trends, and alignment with the audience’s references and trends.
