TikTok Shop is launching the UK’s first ever Super Brand Day in partnership with international beauty powerhouse, L’Oreal Paris (@lorealparisuk). Running from 16th to 21st September, the event will offer a series of LIVE marathon shopping events with exclusive discounts and product launches, along with a TikTok Shop and L’Oreal Paris takeover of Piccadilly Circus in a first of its kind LIVE beauty shopping event.

Super Brand Day is an exclusive takeover on TikTok Shop, which first launched in the US earlier this year. For the first event in the UK, TikTok Shop is teaming up with L’Oreal Paris and other leading beauty brands in the L’Oreal Groupe offering exclusive discounts to the growing community of beauty fans on TikTok.

L’Oreal Paris will be unveiling a brand new addition to their range of Lumi products, the Lumi Le Liquid Blush, at 60% off the recommended retail price, and available first and exclusively to shoppers on TikTok Shop.

Special bundle prices for TikTok favourites like its Lumi Glotion, Revitalift Filler Plumping Water-Cream, and more, will also be available on sale during the event.

L’Oreal Paris will be joined by Garnier (@garnieruki), Maybelline (@maybelline), NYX (@nyxcosmetics_uk) and essie (@essie) offering up to 60% off throughout Super Brand Day, on some of their most iconic #TikTokMadeMeBuyIt products, including Maybelline’s Sky High Mascara and Garnier’s Ambre Solaire Super UV Niacinamide Facial SPF50+ Fluid.

L’Oreal Paris will also be hosting a 12-hour TikTok LIVE event from 10am on 18th September that will be streamed LIVE onto the iconic Piccadilly Lights. Alongside partnering with over 300 of TikTok Shop’s top beauty creators, the brand will be hosting make-up tutorials, skin diagnostic consultations and a hair styling bar at their ‘Worth It Experience’ brand pop-up, alongside huge giveaways and competitions throughout the day, including the opportunity to win a trip to Paris to experience L’Oreal Paris’ annual fashion and beauty show, Le Défilé L’Oréal Paris.
Creators including Becky Morgan (@beckymorganmakeup), Amber Turner (@amberturner_x), Stephanie Vavron (@stephanievavron) and Chisom Aimee (@chisomaimee) will all feature in the 12-hour LIVE, showcasing the very best that L’Oreal Paris have to offer for beauty fans.

This space at Picadilly Circus will then be open to the public from 19(th)-23(rd) September. The five day consumer event offers skin, hair and makeup touch-ups, ticketed talks and masterclasses, and complimentary coffee at a Parisian-style café.
Super Brand Day launches in the UK following hugely successful Super Brand Days in the US, with e.l.f Cosmetics (@elfyeah), Tarte Cosmetics (@tartecosmetics) and Benefit Cosmetics (@benefitcosmetics), debuting never-before-seen products to millions of beauty fans on TikTok.
Amelie Fortier-Cyr: General Manager, L’Oréal Paris UK&I said: “We’re proud to be the brand partner for TikTok Shop’s first Super Brand Day in the UK, creating an exciting series of events for beauty creators and fans. So many of our products have been at the heart of massive viral trends on TikTok, with TikTok Shop and its unique LIVE shopping format helping shoppers discover, experience and purchase products all in one place. Now this will be brought to life at one of the most celebrated and renowned locations in London, with a line-up of incredible beauty creators showcasing new and trending products to beauty fans at Piccadilly Circus and beyond.”

Nora Zukauskaite, Marketing Director, TikTok Shop UK said: “Launching our first ever Super Brand Day in the UK with L’Oreal Paris, one of the world’s biggest beauty brands, is a testament to the growth of TikTok Shop as a leading destination for all things beauty. With a beauty product bought every two seconds on TikTok Shop in the UK, our marketplace’s magic formula of discovery, entertainment and creativity, continues to transform the shopping experience, helping brands reach new audiences, drive loyalty and educate fans about how to get the most out of their products. Our first Super Brand Day brings this all together in a memorable moment for L’Oreal Paris’ brands and the legion of beauty fans that love their innovative and accessible products.”
Follow all the action for TikTok Shop’s Super Brand Day with L’Oreal Paris at #LOrealParisSuperBrandDay.