French parapharmacy is a hit on social networks, and particularly on TikTok

Several French brands are making headlines on the Chinese social network thanks to the enthusiasm of American, British and Japanese consumers for their products, promoted in particular via videos.

In search of expert care, tourists are now flocking to French pharmacies, in addition to specialist retailers. Visibrain, a social network monitoring tool, deciphers the phenomenon around the famous hashtag #FrenchPharmacy on TikTok between August 2023 and March 2024.

273.4 million views on the #FrenchPharmacy hashtag: parapharmacy brands inspire cross-border dreams

With over 273.4 million views since its inception, the #FrenchPharmacy hashtag is attracting attention beyond France. French parapharmacy brands such as Avène, La Roche Posay and Uriage are the focus of international interest.

Pharmacies get front row seats on TikTok with #FrenchPharmacy

The boom in the #FrenchPharmacy hashtag has propelled pharmacies onto TikTok, and they're surfing the trend by creating accounts on the social network. Pharmacists are becoming new influencers in the eyes of Internet users, who place their trust in these beauty experts.

French pharmacies have adopted TikTok's codes, showcasing their products and sales advisors. The latter take on the role of content creators for the duration of a few videos to share their expertise.

Cosmetics brands surf the #FrenchPharmacy trend

Several cosmetics brands sold in pharmacies haven't missed out on the #FrenchPharmacy trend. La Rosée Cosmétiques, Nuxe and Krème Paris are among the most influential on the famous hashtag.

La Rosée Cosmétiques, on the top step of the ranking, accumulates over 9,800 likes on the trendy video "POV: You know you're a girl when..." featuring a customer's choice of products, taking care never to select the first item on the shelf.

Dermatologists and pharmacists: the new influencers on TikTok

The community of industry professionals are positioning themselves as experts on the subject, using their TikTok accounts to spread the word. They represent 12% of Internet users sharing their opinions, recommendations and advice. "Pharmacist", "author of a book on acne" and "dermatologist" are just some of the expressions used in their TikTok biographies.

Content creator Dr. Mark broadcasts his Parisian shopping spree in parapharmacies and seduces Internet users with 1,028 likes :

‍