Over 5,000 Attendees at the 2nd 'TikTok Beauty Fest'! Real-world Interaction Between Users and Brands at @cosme TOKYO
TikTok hosted the 2nd 'TikTok Beauty Fest' at @cosme TOKYO, attracting over 5,000 attendees. It provided a full-funnel experience combining online discovery with offline real-world interactions.
📋 Article Processing Timeline
- 📰 Published: March 31, 2026 at 00:00
- 🔍 Collected: March 30, 2026 at 22:56
- 🤖 AI Analyzed: April 24, 2026 at 07:48 (584h 52m after Collected)
TikTok / TikTok for Business held the "TikTok Beauty Fest" for 7 days from March 18 (Wed) to March 24 (Tue), 2026. Following the first-ever event held in Japan last year, this year's second iteration took place at "@cosme TOKYO," the flagship shop operated by Japan's largest cosmetics and beauty platform "@cosme," creating diverse touchpoints between more than 5,000*1 attendees and sponsor companies.
This event utilized the "TikTok Sponsorship Package" provided by TikTok for Business and was held with the sponsorship of "3CE" (L'Oréal), "Anessa," "Dove" (Unilever), and "MEMEME" (Kao).
*1 Number of visitors to the pop-up space inside "@cosme TOKYO" from March 18 (Wed) to March 24 (Tue).
On TikTok, which has over 42 million monthly active users in Japan*2, the number of related content pieces tagged with hashtags such as "cosmetics," "skincare," and "beauty" continues to grow, up 151% compared to the same period last year*3. Driven by the spread of such trends, TikTok has become a gathering place for beauty-conscious users and is utilized as a space for new discoveries and information gathering. In a survey conducted at the pop-up space during the event, about 90% of respondents who "use TikTok" answered that they "routinely watch beauty-related content on TikTok."
Against the backdrop of such user interest and behavior, the 2nd "TikTok Beauty Fest" was held under the theme of "Discover Beauty." Because TikTok is a platform where users enjoy many discoveries and new trends, this event was designed as a full-funnel experience that connects "discovery" on TikTok to a realistic "experience" at @cosme TOKYO. Content experiences on TikTok and in-store experiences at @cosme TOKYO both share the trait of arousing interest in previously unknown products and trends. We selected this venue believing that combining both could enhance the discovery experience by leveraging the respective strengths of online and real-world interactions.
While providing attendees with opportunities to discover and experience new beauty items, the event served as an offline engagement space for sponsor companies to interact with the TikTok community in the real world and deepen their brand experiences. Moving forward, TikTok will continue to create touchpoints between brands and users both online and offline, supporting full-funnel marketing from "discovery" to purchase.
*2 In-house research. Total user count for TikTok and TikTok Lite (excluding duplicates).
*3 Research by TikTok for Business. Internal TikTok data.
This event utilized the "TikTok Sponsorship Package" provided by TikTok for Business and was held with the sponsorship of "3CE" (L'Oréal), "Anessa," "Dove" (Unilever), and "MEMEME" (Kao).
*1 Number of visitors to the pop-up space inside "@cosme TOKYO" from March 18 (Wed) to March 24 (Tue).
On TikTok, which has over 42 million monthly active users in Japan*2, the number of related content pieces tagged with hashtags such as "cosmetics," "skincare," and "beauty" continues to grow, up 151% compared to the same period last year*3. Driven by the spread of such trends, TikTok has become a gathering place for beauty-conscious users and is utilized as a space for new discoveries and information gathering. In a survey conducted at the pop-up space during the event, about 90% of respondents who "use TikTok" answered that they "routinely watch beauty-related content on TikTok."
Against the backdrop of such user interest and behavior, the 2nd "TikTok Beauty Fest" was held under the theme of "Discover Beauty." Because TikTok is a platform where users enjoy many discoveries and new trends, this event was designed as a full-funnel experience that connects "discovery" on TikTok to a realistic "experience" at @cosme TOKYO. Content experiences on TikTok and in-store experiences at @cosme TOKYO both share the trait of arousing interest in previously unknown products and trends. We selected this venue believing that combining both could enhance the discovery experience by leveraging the respective strengths of online and real-world interactions.
While providing attendees with opportunities to discover and experience new beauty items, the event served as an offline engagement space for sponsor companies to interact with the TikTok community in the real world and deepen their brand experiences. Moving forward, TikTok will continue to create touchpoints between brands and users both online and offline, supporting full-funnel marketing from "discovery" to purchase.
*2 In-house research. Total user count for TikTok and TikTok Lite (excluding duplicates).
*3 Research by TikTok for Business. Internal TikTok data.