Why Caliray dropped its new under-eye brightener on TikTok Shop before Sephora

TikTok Shop is the hot new place to drop a hot new product. That’s according to Benefit, which leveraged the platform to launch its Fan Fest Mascara in July, and now Caliray. The latter debuted its Hideaway Brightening + Concealing Undereye Corrector on TikTok Shop on February 15 — the product will debut on Sephora and the brand’s DTC site on February 20. Caliray has sold at Sephora since it first launched, in February 2021.

“Clean” beauty-focused Caliray was founded by Wende Zomnir, who previously founded Urban Decay. In the past two years, the brand has increased its focus on TikTok, truly “leaning into” the platform with a focused strategy in the past year, Zomnir said.

“[TikTok] has been such a powerful platform in the beauty space. It creates this community between brands, creators and consumers. Being a creator-led brand, it’s a perfect platform for us to invest in,” said Erica Wohlwend, vp of marketing and strategy at Caliray. Zomnir herself has 62,000 followers on Instagram and 1,300 on TikTok.

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.