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L’Oréal has amassed a sizeable e-commerce business over the years, spanning branded stores, affiliates, social networks, and marketplaces. Next up: TikTok.  Fans of the cosmetics giant can purchase products directly from the account pages of Garnier and NYX Professional Make-Up on the app.  Once there, fans will have multiple ways to see and subsequently purchase products, from short video posts, livestreams and listings in a special TikTok Product tab sat between the brand’s main feed and the liked videos tab.  To create the content, specifically the short videos and live streams, both brands are working with 14 TikTok creators including Char Barker (@charbarker) and Kaushal who have around 98,300 and 96,200 followers respectively. For now, the videos are essentially product demos filmed by both creators who then encourage fans to click on a link to purchase. 

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