Haut Drops' first launch will be a travel set of bestsellers from Topicals, Caliray, Glow Recipe and Moroccanoil, priced $88.and hautdrops.com with the aim of capitalizing on TikTok’s rapid trend cycle and bringing “drop” culture to beauty in a new, brand-collaborative way.
“We’ve been intentional about creating a unique, limited-edition keepsake with each drop, because we know there’s this impulse-driven, FOMO mindset with the TikTok Shopper that makes these collectibles a big opportunity,” said Hall. Because Haut Drops handles all marketing, order fulfillment and creator commission payments under one roof, a drop can go from conception to TikTok’s virtual shelves in as little as three to seven days.
According to Statista, social commerce made up 18.5 percent of e-commerce sales in the U.S. in 2023 — nearly doubling since 2020 and poised to capture even more in the coming years. Still, many brands have been hesitant to join TikTok Shop, some out of fear of cannibalizing their other sales channels, or a reluctance, particularly among prestige and luxury brands, to partake in the discounting that often catalyzes sales on the platform.