Tiktok Videos Boost CoverGirl Foundation Sales By 269%


  • Jefferies said a CoverGirl foundation’s sales increased 269% year-over-year after going viral.
  • Two prominent TikTok creators have made videos about the product. One video received 3.3 million views.
  • Viral TikToks have boosted sales of several products, including a Home Depot skeleton.

Sales of a CoverGirl foundation exploded after the product went viral on TikTok, according to Wall Street analysts.

Jefferies reported that CoverGirl Clear Fresh Skin Milk Foundation sales increased 269% from a year ago after TikTok lifestyle influencer and Barstool Sports creator Brianna LaPaglia, who publishes as Brianna Chickenfry, posted on makeup.

The Skin Milk Foundation accounted for 8% of CoverGirl’s recent sales gains and sold online at Ulta and Amazon, according to Jefferies.

On September 20, LaPaglia told her 1.3 million subscribers that she had spent seven years researching a lightweight, affordable foundation, and finally went with CoverGirl Skin Milk.

“I don’t want to share it because I don’t want it to sell,” she said in the video.

After LaPaglia posted the video, which had 3.3 million views as of Oct. 8, the main CoverGirl-related search on Google was changed to “CoverGirl skin milk,” Jefferies reported.

Celebrity TikTok beauty designer Mikayla Nogueira then made a video about the CoverGirl foundation to her 8 million followers.

TikTok has been a source of increased sales for several products, including a 40-year-old Clinique lipstick and a 12-foot Home Depot skeleton.

TikTok’s algorithm allows new creators to go viral more easily than on Instagram, Facebook and Twitter, experts told Insider. TikTok wants users to see fresh, personalized content to keep them engaged with the app.

LaPaglia and CoverGirl’s parent company Coty were not immediately available for comment.

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