I don’t know about you, but TikTok Shop is everything I didn’t know I needed. It’s the perfect place to find fun items from small businesses or shop cult classic beauty products with ease. The feature makes it easier to shop directly in the app, without having to navigate to the link in a creator’s bio. I am definitely guilty of filling my cart with every single must-have makeup product — especially ones from my favorite brands.
The TikTok Shop expansion to add a shopping feature first started in November 2022 and, if you are anything like me, you quickly became obsessed. Major brands like Benefit did too, because they launched a new mascara this week — and it was released 48 hours early on the TikTok Shop. Yup, that’s right: You can get your hands on this new product before it hits the shelves at Ulta Beauty.
Benefit’s newest mascara Fan Fest ($28) is a smudge-proof, sweat-proof, water-resistant, and humidity-proof formula designed to give a fan effect to lashes. This ultra-black formula features ingredients like rice wax to separate lashes, and provitamin B5 and cranberry extract to leave lashes nourished and conditioned while keeping them lifted all day. The mascara fans lashes out perfectly without the annoying spidery look or those clumps that you have to comb through.
Right now, it’s on TikTok Shop in a bundle alongside a mini The POREfessional Get Unblocked Oil Cleanser ($18). However, you better run to order it now since the launch started on July 26 — time is running out on this exclusive in-app deal.
Obviously, fans have been excited by the launch. #benefitfanfestmascara already has over 2,000 views.
“In the last year on TikTok, we have seen wild success — not just in terms of products going viral, but also in products going viral and that leading [viewers] to purchase,” Maggie Ford Danielson, Benefit’s Director of Brand Outreach & Brand Ambassadors, told Glossy. This launch is kind of groundbreaking because it shows that brands are focusing on the power social media and their online followers — power to the digital generation!
To increase interactions with fans, this cult favorite beauty brand has had 24 hours of live coverage offering tips and tricks to make their products work at their absolute best. The overnight coverage was slumber party themed complete with chats about the mascara, staying up all night, and of course, hotel room service. Don’t ask about my screen time due to this launch: I am obsessed, OK!