TikTok / TikTok for Business hosted the "TikTok Beauty Fest" for seven days from Wednesday, March 18, 2026, to Tuesday, March 24. Following its debut in Japan last year, this second iteration was held at "@cosme TOKYO," the flagship store operated by "@cosme," one of Japan's largest cosmetic and beauty platforms. The event facilitated diverse interactions between over 5,000 visitors※1 and sponsoring companies. This event was made possible through TikTok for Business's "TikTok Sponsorship Package" and was sponsored by "3CE" (L'Oréal), "Anessa," "Dove" (Unilever), and "MEMEME" (Kao). ※1 Number of visitors to the pop-up space within "@cosme TOKYO" from Wednesday, March 18 to Tuesday, March 24.

On TikTok, which boasts 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, showing a 151% increase compared to the same period last year※3. Against this backdrop of expanding trends, TikTok is utilized by users interested in beauty as a platform for new discoveries and information gathering. In a survey conducted in the pop-up space during the event period, approximately 90% of respondents who answered "I use TikTok" also stated that they "regularly watch beauty-related content on TikTok." Driven by these user interests and behaviors, the second "TikTok Beauty Fest" was held under the theme "Discover Beauty." As TikTok is a platform where users enjoy many discoveries and new trends, this event was designed to create a full-funnel experience that connects "discovery" on TikTok to "real-life experience" at @cosme TOKYO. Both TikTok content experiences and in-store experiences at @cosme TOKYO share the commonality of sparking interest in products and trends users were previously unaware of. By combining the two, we aimed to enhance the discovery experience by leveraging the strengths of both online and offline channels, which led to the selection of this venue. The event provided visitors with opportunities to discover and experience new beauty items, while also serving as a platform for sponsoring companies to engage in offline interactions, deepen brand experiences, and connect with the TikTok community in real life. 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 Self-researched. User numbers are the total of TikTok and TikTok Lite (excluding duplicates). ※3 Researched by TikTok for Business. TikTok internal data.

<img src="https://prcdn.freetls.fastly.net/release_image/46801/206/46801-206-34f29e89a4e57027b2065ad0783066f1-3900x1621.jpg?width=1950&height=1350&quality=85%2C65&format=jpeg&auto=webp&amp

FACT BOX

  • Source: PR TIMES
  • Category: News