Beauty brands are setting their sights on TikTok

When Too Faced Cosmetics began noticing a spike in sales this past March in its Lip Injection Extreme plumping lip gloss, which debuted in 2013, it led the Estée Lauder-owned brand into uncharted territory. “We were selling out of Lip Injection Extreme, and we were trying to figure out what kind of activations were driving this, and [we found] it was something that was organically happening on TikTok,” said Somer Tejwani, Too Faced vp of global marketing. “TikTok teens were using it as a part of a challenge, and it drove people into stores.” Read more…