essence is launching one of the first TikTok Shops in Germany – connecting with our community where they’re most active and now, where they shop. As a top beauty brand on social media, we combine bold beauty with trend-driven content and digital innovation.

We are pleased to announce that essence is among the first brands in Germany to launch a TikTok Shop, starting in early April.

As one of the most popular beauty brands on social media, we are committed to engaging with our community where they are most active – and increasingly, where they shop. With the launch of TikTok Shop in Germany, essence continues to pioneer innovative digital experiences by combining trend-driven content, bold beauty, and a strong connection to our audience.

TikTok is more than a platform for us – it’s a space where our brand identity and values come to life. With the introduction of the essence TikTok Shop, we are creating a seamless and interactive shopping experience that is real-time, community-inspired, and tailored to the needs and preferences of our fans.

“Joining TikTok Shop from day one was a natural step for us. As a consumer-centric brand, this platform offers a powerful opportunity to connect commerce with content and community,”

says Sebastian Romanus, Director Digital Brand & Community Experience at cosnova.

“We are excited to gain deeper insights into our community’s shopping behavior while further expanding our content capabilities. With livestreaming now part of our strategy, we’re opening new ways to engage, inspire, and create meaningful brand experiences,”

adds Stephanie Puhane, Team Lead Social Media at cosnova.

To mark the launch, essence will introduce exclusive product bundles featuring community favorites such as the Juicy Bomb Lipglosses – curated based on TikTok trends and direct fan feedback. This marks the beginning of a broader offering that will include limited Trend Editions, branded merchandise, and more.

By launching our TikTok Shop, we are not only expanding our digital presence – we are helping to shape the future of beauty shopping, with our community at the heart of everything we do.