Luxury and consumer brands expand presence on TikTok Shop in Brazil

Consumer and luxury brands are increasingly utilizing TikTok Shop to reach broader audiences through social commerce. In Brazil, the company Multi has announced its participation in the TikTok Shop Brand Super Day from November 9 to 11. The initiative features over 40 hours of live broadcasts and discounts of up to 60 percent on products such as airfryers, tablets, and smart TVs.

Luxury brands are also adopting this strategy to diversify their portfolios. Lancôme recently debuted on TikTok Shop in Brazil, joining other major names like Yves Saint Laurent Beauty and Shiseido on the platform. Experts suggest this expansion allows luxury conglomerates to capture different consumption moments through more accessible products, such as perfumes and cosmetics, without compromising their core brand exclusivity.