The beauty brand is on track to build closer ties with Gen Z through content and social commerce Maybelline New York, part of the L’Oreal Group, the number 1 Cosmetic brand in Malaysia, officially goes live on TikTok Shop with daily live shopping hosted on the platform. Maybelline Marketing Director Julian Tan said, “TikTok has become an essential instrument in the marketing toolbox to keep our brand top-of-mind and close to customer’s hearts. As the app has become the primary search engine for Gen Z’s hunt for new trends & content, it is imperative that we keep closely connected and relevant to its target audience.” Momentum Commerce, an eCommerce enabler and TikTok Shop Partner is the official eCommerce agency for the brand and is tasked to drive brand engagement, customer loyalty and online shopping for Maybelline through meaningful content alongside daily livestreams. Momentum Commerce Chief Executive Officer Hans-Peter Ressel said, “It is our honour to work with the biggest be
