Vult moves direct online sales to TikTok Shop after 397% surge

By Tom Whitfield

Vult's TikTok Shop sales rose 397% after a campaign began Nov. 3, compared with the preceding period, according to figures the brand supplied to the column. The increase lifted post-campaign sales to nearly five times the earlier level.

The Grupo Boticário cosmetics brand doubled its investment in digital channels in 2026 compared with 2025. Vult expects online sales to increase as it makes TikTok Shop its principal route for direct internet sales. Before the shift, the brand's own e-commerce represented just 2% of sales, while its operation stayed concentrated in pharmacies, perfumeries and supermarkets.

What changes in Vult's online channel?

Vult will become the first Grupo Boticário company to make TikTok Shop its principal channel for direct sales over the internet. The platform takes over the transaction role from the brand's own e-commerce, which will remain as a product showcase.

A banner on Vult's site states: “não realizamos mais vendas neste e-commerce.” In English, the notice says the company no longer makes sales through that e-commerce site. In practical terms, TikTok Shop will handle online purchases while Vult's own site will display products.

The change transfers direct online transactions rather than eliminating Vult's digital presence.

How did Vult's TikTok Shop sales accelerate?

Vult entered TikTok Shop on Oct. 15 and began a dedicated channel campaign on Nov. 3. The reported 397% increase used the preceding period as its comparison.

On a conventional growth base, a 397% increase means sales reached 4.97 times the prior volume, or almost fivefold. Vult expects that momentum to support higher online sales as the company expands its use of the platform.

Under the plan, the Vult site continues to support product visibility while transactions take place on TikTok Shop. That split gives the platform the selling role without removing the brand's own destination from the internet.

What is Vult doing for Black Friday?

Ahead of Black Friday, Vult mobilized 500 affiliates. They were responsible for 1,000 pieces of content. The brand also gathered another 500 materials created by consumers and influencers, bringing the promotion's content inventory to 1,500 items.

Vult will run a four-hour sales livestream on Wednesday. The event will inaugurate the first permanent live-commerce studio within Grupo Boticário. The company is combining affiliate output, consumer material and a long-form sales broadcast for its Black Friday push.

The setup gives Vult creator scale and a permanent broadcast base at the same time.

How does physical retail fit the plan?

Vult said the TikTok Shop strategy does not alter the priority of physical channels. The brand remains concentrated in pharmacies, perfumeries and supermarkets, and it set a target to grow 20% in the makeup category in 2027.

Vult has framed the change as additive. Its own site still supports the brand, TikTok Shop carries direct online transactions and physical stores retain channel priority. The 2027 makeup target sits alongside that store priority while the digital operation takes on a larger sales role.

Physical retail remains the priority; TikTok Shop supplies a new direct-sales route.

For Grupo Boticário, the next test is whether the Black Friday content and studio launch can convert the reported 397% TikTok Shop surge into durable direct-sales volume while Vult protects the store channels at the center of the business.