A new beauty retailer has been born, literally.
Haut Drops, a first-of-its-kind e-tailer founded by beauty industry veteran Leslie Hall, aims to capitalize on TikTok’s rapid trend cycle and bring in the “drop” culture by creating a TikTok shop and hautdrops. It is scheduled to launch on Monday through com. Achieving beauty in new ways in collaboration with brands.
“Whether you look at gaming or look at streetwear or sneakers, there’s so much culture there,” said Iced Media, TikTok Shop’s first beauty agency partner, which introduced brands like Dieux. said Hall, founder and CEO. Add Moroccanoil and more to the platform.
“While there is a rich beauty culture, most of the time we see brands building communities in a transactional way. We see opportunities to build communities around a shared interest in beauty culture. We also identified this gap in single-brand stores not being able to provide the fullest trend shop experience possible,” she continued.
To that end, Haut Drops, which enlisted four brands at launch: Glow Recipe, Topicals, Caliray, and Moroccanoil, is tapping into TikTok’s daily beauty trends (think slugs, cherry cola makeup, and cortisol faces). We aim to bring you inspired, limited edition drops every month. ), but also broader and relevant cultural events (such as Fashion Week, the Met Gala, and the ever-talked about ‘Bama Rush’ season).
Each drop includes a curated, multi-brand assortment of products that align with the corresponding trends, which Hall envisions increasing to bi-monthly drops in 2025. Later next year, it will increase to weekly drops.
“We’ve been intentional about creating unique, limited-edition memorabilia with each drop. TikTok shoppers have a compulsive FOMO mindset, which makes these collectibles Because we know we’re taking a big opportunity,” Hall said.
The first drop is the 4-piece “Glow on the Go Jet Set” holiday bundle. Priced at $88, the set includes mini-sized bestsellers from each of Haut Drops’ debut brands, packaged in a limited-edition mini yellow backpack.
“We often hear a lot of excitement from our customers about Glow Recipe launches and limited edition products, and through Eau Drops, we are elevating that connection,” said Glow Recipe Co-Founder and Co-CEO. said one Christine Chan. Glow Recipe celebrates its 10th anniversary this month by temporarily reviving discontinued favorites like Banana Soufflé Moisture Cream and Lip Pop. And so on.
Haut Drops handles all marketing, order fulfillment, and creator commission payments under one roof, so your drops can reach TikTok’s virtual shelves in just 3-7 days from conception.
“Our primary goal for Haut Drops is to be the top destination for shoppable beauty trends on TikTok,” said Hall, who envisions Haut Drops as something of a “beauty holy grail.” I’m doing it. We want to build a well-known brand that is synonymous with authority on beauty trends, not just a destination to buy things. ”
Since the shopping integration was officially rolled out in the US in September 2023, TikTok Shop has become the ninth largest beauty retailer in the country, according to NIQ. In the UK, where the commerce division was launched a few years ago, TikTok Shop ranks second, according to a report by NIQ.
According to Statista, social commerce accounted for 18.5% of U.S. e-commerce sales in 2023. This has almost doubled since 2020 and is set to capture even more sales in the coming years. Still, many brands are hesitant to join TikTok Shop, fearing cannibalization with other sales channels or the discounts that often drive sales on the platform, especially among prestige and luxury brands. They may be reluctant to participate.
But brands don’t have to have their own TikTok Shop storefront to participate in Haut Drops, so Hall recommends a “solution-oriented approach” to brands seeking visibility on the platform without opening their own shop. We aim to provide the following. .
“TikTok Shop is a unique combination of America’s number one entertainment platform and technology that simplifies the shopping experience for consumers in ways that have never existed before,” said Hall. “At Haut Drops, we aim to answer the way consumers buy, combining multi-brand products to achieve specific looks and formulas.”
