YSL Beauty launches on TikTok Shop in Brazil

YSL Beauty has officially launched on TikTok Shop in Brazil, becoming the first haute couture-inspired beauty brand to join the platform in the country. The launch was celebrated with a "Block Party" event held in Rio de Janeiro.

Owned by the L'Oréal Group, which views Brazil as the world's fourth-largest beauty market, YSL Beauty's entry into social commerce follows a strategic move to meet consumers on digital platforms. The brand's operation on TikTok Shop focuses on three pillars: an official store to ensure product authenticity and combat counterfeiting, live streams featuring beauty experts, and premium packaging designed for "unboxing" video content.

The move responds to significant consumer trends in Brazil, where 81% of people have purchased products recommended by influencers and 57.8% of TikTok users complete purchases directly on the platform after discovering a product. Priscila Chagas, director of YSL Beauty in Brazil, stated that the brand is arriving "to be where the consumer already is, discovers, and decides what to buy."