O Boticário announces its official entry into TikTok Shop, the e-commerce platform integrated with the short video app, with a soft launch scheduled for May 8th. 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 move 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 part of a natural evolution of our digital strategy, as we will offer a shopping experience integrated with the content they already consume and love,” says 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 the Cuide-se Bem Pessegura 400ml Moisturizing Lotion. Both were selected based on social listening analysis, identifying the items with the highest engagement and positive mentions on the platform. “We closely monitor trends on the platform and identified that these products generate a lot of conversation and consumer interest,” emphasizes the executive.
In addition to the products available in O Boticário’s shop, the brand will have a base of influencers recommended by TikTok Shop, who will be commissioned for sales under an affiliate model. The strategy also includes a squad of influencers who are fans of the chosen brands 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 has been one of the most engaged beauty brands on the network, with 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 “best use of format”—an achievement that, according to the brand, reflects its attentive and close approach to the platform’s native movements, the main viral trends, and connections with audience references and trends.
