10 months ago
27
Cosmetics brand Tarte has always been a social-first brand. So when the opportunity to sell via TikTok Shop came about, the brand jumped in feet first.
Tarte has been operating on TikTok for years, first showing up when the app was still Musicl.ly. The brand’s TikTok has over 1 million followers and frequently features product swatches, new product reveals, and behind-the-scenes looks at the office and Tarte team. Tarte has been owned by Japanese conglomerate Kosé since 2014. According to the conglomerate’s nine-month earnings report released in mid-November, its cosmetics net sales were 174.4 billion Japanese yen ($1.19 billion), representing a 13.7% increase from the year prior. The report said Tarte’s sales increased significantly due to strong sales of core products globally.
“[TikTok Shop] is the first significant social commerce that we’ve seen in the U.S.; we don’t have any other channels like this right now, where we’re both getting branding content out in the world and producing direct revenue from it,” said Sam Kitain, CMO of Tarte.
Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.
English (US) ·