Over 5,000 Visitors at the 2nd "TikTok Beauty Fest"! Users and Companies Connect in Real Life at @cosme TOKYO

TikTok / TikTok for Business held the "TikTok Beauty Fest" for seven days, from Wednesday, March 18, 2026, to Tuesday, March 24, 2026. Following its inaugural Japanese debut last year, this second edition was hosted at "@cosme TOKYO," the flagship store operated by Japan's largest cosmetics and beauty platform, "@cosme." The event provided diverse touchpoints for over 5,000 visitors*1 and participating sponsor companies.

This event was held using the "TikTok Sponsorship Package" provided by TikTok for Business, with sponsorship from "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 has over 42 million monthly active users in Japan*2, the number of related content posts tagged with "cosmetics," "skincare," and "beauty" continues to grow, up 151% compared to the same period last year*3. Against the backdrop of these expanding trends, TikTok is utilized as a place where users with a high interest in beauty gather to make new discoveries and collect information. In a survey conducted at the pop-up space during the event, approximately 90% of those who answered that they "use TikTok" also responded that they "regularly watch beauty-related content on TikTok."

With these user interests and behaviors in mind, the 2nd "TikTok Beauty Fest" was held under the theme "Discover Beauty." Since 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 real-world "experience" at @cosme TOKYO. Both the content experience on TikTok and the in-store experience at @cosme TOKYO share the common goal of sparking interest in previously unknown products and trends. We selected this venue believing that by combining the two, we could enhance the discovery experience by leveraging the respective strengths of online and offline.

In addition to providing visitors with opportunities to discover and experience new beauty items, the event served as a venue for offline engagement where sponsor companies could interact directly with the TikTok community and deepen brand experiences. TikTok will continue to create touchpoints between brands and users, both online and offline, to support full-funnel marketing from "discovery" to purchase.

*2 Internal research. User count is the total of TikTok and TikTok Lite (excluding overlaps). *3 Research by TikTok for Business. TikTok internal data.

[Sponsor Booth Introduction]

L'Oréal "3CE" At the "3CE" booth, visitors were able to touch and try the new "3CE Misty Lip Bear." The product garnered significant attention for its "64% high-moisture formula*4," a first in the brand's history, which achieves a comfortable, lightweight feel like a mist that is moisturizing without being sticky. Visitors who tried it on the spot experienced a fresh, dewy finish that achieves the trendy "natural-looking" aesthetic with sheer color. *4 Within 3CE.

"Anessa" At the "Anessa" booth, visitors were able to experience the "New Anessa with Skincare Effects," which launched on February 21 of this year. It was an opportunity to experience the new Anessa gel on the spot, which combines powerful UV protection, skincare functions, and a comfortable texture to lead to plump, beautiful bare skin. Additionally, sample pouch sets were distributed in limited quantities at the sampling bar.

Unilever "Dove" At the "Dove" booth, the brand showcased its new spring products, including the popular fluffy, creamy scrubs. The booth featured not only the Japan-debut series themed "Body Wash that Washes with Beauty Serum," which is formulated based on dermatology and contains moisturizing ingredients often found in skincare serums, but also new products in the highly popular fluffy, creamy scrub and fluffy, creamy body wash lines. Visitors enjoyed the world of Dove, a brand that prioritizes moisture.

Comment from Ms. Moeka Nohagi, Consumer Products Division, L'Oréal Japan Ltd. Following last year's event, I am very happy that we were able to sponsor the "TikTok Beauty Fest" again. At the pop-up at @cosme TOKYO, which is visited by a demographic with high interest in beauty, I was able to feel the high level of enthusiasm from consumers through actual touch-ups and product explanations. It was a very meaningful experience to be given such a valuable opportunity to hear the raw voices of customers whom we rarely have the chance to speak with directly.

[TikTok Sponsorship Package] TikTok for Business regularly deploys the "TikTok Sponsorship Package," an advertising solution where brands participate as sponsors in trends within TikTok. In addition to holding the "TikTok Autumn Fest" last October, we participated in the "TikTok Awards Japan" in December, both of which generated significant buzz. This package, which allows brands to communicate their worldview in a multifaceted way, is utilized by many companies as a branding measure to encourage users from "discovery" to "action."

Value Provided by the "TikTok Sponsorship Package" ■ Utilization Aligned with Marketing Calendars This is a branding package that can be utilized in line with annual measures, such as new product launches and holiday campaigns.

Expansion of Experiential Value through Coordination with Offline Events Collaboration with real-world events such as "TikTok Beauty Fest," "TikTok Autumn Fest," and "TikTok Awards Japan" is possible, strengthening brand experiences from both online and offline perspectives.

Diffusion Power through the Utilization of TikTok Creators TikTok creators serve not only as entertainers who amuse users but also as a bridge between brands and users. The number of creators engaging in creative activities through TikTok has reached 2.26 million nationwide, with estimated earnings from their economic activities reaching 119.7 billion yen*5.

According to research by TikTok for Business, 55% of users responded that "TikTok creators contribute to feeling a connection with brands"*6. 62% responded that "watching videos by TikTok creators makes me want to try new products"*7. Furthermore, one in three people responded that they have "searched for products introduced by TikTok creators"*8. Creators can truly be called entities that have a full-funnel impact, from brand awareness to purchase.

*5 "TikTok Socio-Economic Impact Report - Economic and Social Impact in Japan" (Published June 2025) *6, *7 TikTok Marketing Science US, Creator Advertising: Research on Elements that Attract Attention 2022 (Conducted by Lumen) *8 TikTok Marketing Science Global, Creator-Driven Commerce Research 2022 (Conducted by Material)