TikTok Holds Second "TikTok Beauty Fest" Event to Experience Beauty Content and Latest Trends

The short-form video platform "TikTok" held "TikTok Beauty Fest" from March 18 (Wed) to March 24 (Tue), 2026, for seven days, where attendees could experience beauty content that is gaining attention on TikTok and the latest trends in the beauty industry.

"TikTok Beauty Fest" was first held in Japan last year, attracting over 1,200 visitors. Beauty-related content is one of the genres that continuously garners attention on TikTok. The number of related content pieces tagged with hashtags such as "cosmetics," "skincare," and "beauty" has continued to grow by 151% compared to the same period last year*. Furthermore, TikTok is expanding as a place for users to discover new beauty trends and products. Through practical content such as product reviews and introductions to skincare methods, users discover products that suit them and the latest trends, deepening their understanding of brands. In light of this background, this second event was held at "＠cosme TOKYO," the flagship shop operated by @cosme, Japan's largest cosmetics and beauty platform, with the theme "Discover Beauty." The objective is to strengthen the touchpoints between users with high interest in beauty and brands, and to connect content generated online with offline experiences.

※Investigated by TikTok for Business. TikTok internal data.

At this event, sponsor brands "3CE" (L'Oréal), "Anessa," and "Dove" (Unilever) exhibited brand booths. In addition to product displays, experiential content was offered where new products could be tried. A sampling bar was also set up at the venue, distributing trial products from each sponsor brand (including "MEMEME" (Kao)) in limited quantities, creating multifaceted touchpoints between brands and users with "beauty" as the theme.

Furthermore, in a survey conducted in the pop-up space during the event, approximately 90% of respondents who answered "I use TikTok" also replied, "I regularly watch beauty-related content on TikTok." This indicates that TikTok is being utilized as a place for information gathering in the beauty field. Over 5,000 people visited the event during its run, providing an opportunity to color the beginning of spring with beauty.

※Number of visitors to the pop-up space within "＠cosme TOKYO" from March 18 (Wed) to March 24 (Tue).

【Brand Booth Introduction】

■ L'Oréal "3CE"

At the "3CE" booth, a touch-and-try event was held for the new "3CE Misty Lip Bear." The brand's first-ever "64% High Moisture Formula*" achieved a light, mist-like feel and a comfortable, non-sticky application, attracting significant attention. Visitors who experienced it on-site were impressed by the dewy finish that achieved a "naturally-there" look with a sheer color payoff, in line with current trends.

※In 3CE.

■ "Anessa"

At the "Anessa" booth, visitors were able to experience the "New Anessa with Skincare Effect," launched on February 21st this year. It was an opportunity to experience firsthand the new Anessa gel, which combines powerful UV cut effect, skincare function, and a comfortable texture, leading to beautiful, plump bare skin. Sample pouch sets were also distributed in limited quantities at the sampling bar.

■ Unilever "Dove"

At the "Dove" booth, new spring products from Dove, popular for their fluffy and creamy scrub, were exhibited. The theme was "Body Wash Washed with Serum," a new series making its Japan debut, featuring moisturizing ingredients often found in skincare serums, based on dermatological formulation. In addition to this, new products from the highly popular fluffy and creamy scrub and fluffy body wash were also introduced. At the booth, visitors enjoyed a world that reflects Dove's commitment to moisture.

Additionally, a sampling bar was set up at the venue, distributing trial products from each sponsor brand (including "MEMEME" (Kao)) in limited quantities. Many visitors came daily to enjoy the diverse lineup of samples, from new spring products to classic items.

【About TikTok】

TikTok is a short-form mobile video platform. Our mission is to inspire creativity and bring joy. TikTok's global headquarters are in Los Angeles and Singapore, with global offices in countries and regions including New York, London, Dublin, Paris, Berlin, Dubai, Jakarta, Seoul, and Tokyo.