December 2025 — O Boticário celebrates a milestone of creative excellence with a historic seven nominations across four categories at the TikTok Ad Awards Brazil 2025 — an event that recognizes the brands and agencies that stood out on the platform throughout the year. This is the highest number ever achieved by a beauty company. The achievement reinforces the brand’s position as one of the most sought-after by creators* and confirms the success of a strategy rooted in cultural context, creative intelligence, and a strong presence in the fast-growing global creator ecosystem.
Led and managed by the agency SoWhat, the brand has been active on its TikTok profile with creator-led and community-driven content for five years, strengthening its presence to become the largest beauty community on TikTok in Brazil and the second largest in the world, with more than 7.4 million followers and over 1.1 million monthly likes.
Among the brand’s nominations are the campaigns Boti Splashs (O Boticário + Publination/SoWhat), CoguShifting (O Boticário + SoWhat), and K-Drama A Vida é um Morango e Leite (O Boticário + SoWhat) in the “Best Trend Surfing” category. Beyond The Pan (O Boticário + SoWhat) and Dia das Mães Boti: Jornada do Amor (O Boticário + SoWhat) are competing in the “Best Transformation Campaign” category. The campaign K-Drama A Vida é um Morango e Leite also competes in “Best Creative Campaign for Business Impact.” Finally, the brand is nominated for “Best @ of the Year.”
“Talking about beauty on TikTok is both challenging — because it demands innovation, responsibility, and native fluency — and one of the most exciting territories, considering the possibilities for cocreation and dialogue with a massive and highly engaged community. These nominations recognize the work of our passionate expert teams and validate the strategies and ongoing experimentation we lead in partnership with the platform,” says Sylvia Castello Branco, Senior Manager of Social Media and PR at O Boticário and Quem Disse, Berenice?.
Another brand from the Group is also nominated: Quem Disse, Berenice? competes in the category “Best Cocreate With the Community” with the campaign Elemento QDB by W3haus.
MORE THAN JUST NATIVE CONTENT
Beyond campaigns created in partnership with SoWhat specifically for TikTok, O Boticário’s strategy includes proprietary relationship initiatives such as Boti Daily, which introduced a new format for real-time dialogue with the community; the brand’s TikTok Shop strategy, which integrates conversion and creativity by turning desire into purchase within the social journey itself; and Botiverso, an accelerator program that elevates authentic narratives from nano and micro creators, reinforcing the brand’s commitment to diversity and talent development.
This ecosystem also includes projects that deepen cocreation with the audience, such as Boti dos Sonhos, which transformed spontaneous follower suggestions into actual fragrances, as well as cultural initiatives connected to community passions, like the brand’s immersion into the universe of K-dramas. Together, these initiatives drive consistent engagement and position O Boticário as a benchmark in native communication, social innovation, and brand building on TikTok.
“O Boticário’s seven nominations at the TikTok Ad Awards 2025 exemplify how creative intelligence and native authenticity can thrive on our platform. The brand understood TikTok’s potential as a catalyst of cultural transformation and business results,” says Adriana Molari, Business Director at TikTok. “O Boticário has leveraged our robust toolset and cocreated with the community to build a brand that doesn’t just follow trends — it sets them, establishing a standard of excellence for the beauty industry,” she adds.
INVESTMENT AND MARKET LEADERSHIP
In addition to O Boticário’s creative and community strategies, the brand also maintains a strong investment front on the platform. O Boticário is the master sponsor of the TikTok Awards 2025 — which honors the creators who stood out on the platform — reinforcing its position as one of the most coveted brands among creators. With activation signed by SoWhat, the brand will bring its iconic gift-giving territory to life, one of its strongest emotional assets and central pillars of its relationship with consumers.
This presence materializes through a gift station, allowing guests to personalize exclusive event kits with customized pins, boxes, bags, ribbons with names, envelope cards, stamps, and stickers. “Beyond its importance in the market, the TikTok Awards is also a strategic stage for brands to creatively express their native fluency on the platform. Since Boti is the largest beauty brand on TikTok, we understood that our presence needed to reflect that leadership. Authentic and ongoing exchange with the community is essential to our strategy, and creating this proximity with BotiLovers during the event reinforces that even further,” says Caroline Swinka, COO and partner at SoWhat.
The brand’s approach demonstrates how it is possible to unite creative excellence with authentic dialogue. Taken together, these initiatives drive consistent year-round engagement and solidify O Boticário as a leading reference in native communication, social innovation, and brand building on TikTok.
About O Boticário
O Boticário is a Brazilian cosmetics company and the flagship brand of Grupo Boticário. The most loved and preferred beauty brand among Brazilians* was founded in 1977 in Curitiba (Paraná) and has the largest beauty and wellness franchise network*** in Brazil, with points of sale in 1,650 cities and presence in 15 countries. Its portfolio includes fragrances, makeup, and personal care products, available through retail stores, direct sales, and e-commerce. Committed to people and the planet, the brand operates the largest reverse logistics program in Brazil — Boti Recicla — and is part of Diversa Beleza, a movement committed to beauty free from stereotypes, in addition to not testing on animals.
Sources:
- BrandLovers, Creator POV 2025
** Kantar, Worldpanel Division, PanelVoice, fieldwork conducted December 2024. Total Brazil, 3,470 households. P3 – Consumer feelings toward perfume and fragrance brands
*** Kantar, Worldpanel Division, LinkQ Online, fieldwork conducted December 2023. Total Brazil, 9,079 households. Beauty brands include fragrances, skincare, and makeup
**** Brazilian Franchising Association (ABF). Ranking of the 50 largest franchise networks in Brazil by number of units, 2022.
