Beauty / news
Dr.G Lands on TikTok Shop as L'Oréal Accelerates U.S. Push
Dr.G, Korea's best-selling skin care line, is launching on TikTok Shop in the U.S., marking the first time L'Oréal has debuted a brand on the platform. The move follows the brand's earlier U.S. entry through Amazon and comes a little over a year after L'Oréal acquired it.
The dermatologist-founded line is betting on social commerce to reach younger shoppers, with a 360-degree campaign that includes affiliates and an expanded push on Amazon. L'Oréal North America's consumer products division president, Christina Fair, said the company is "taking ownership of the brand in the U.S." and described TikTok Shop as a discovery channel where the intended Dr.G audience already spends time for skin care education.
A brick-and-mortar phase could follow, though no timeline or retail partners were disclosed. Fair said the company would "lean in even more with Amazon" before deciding what comes next in physical retail.
Dr.G was created by Gun-Young Ahn, a Seoul-based dermatologist who opened his clinic in 1998 and launched the brand in 2003. It now ranks as the number-one skin care brand in Korea.
The assortment spans serums, sunscreens, patches, cleansers and creams, with pricing starting at $6.95 for the R.E.D. line. L'Oréal acquired the brand a little over a year ago, and the TikTok Shop debut arrives as its second major U.S. distribution channel after Amazon.