Live sample coverage from TikTok · United States · July 9, 2026
L'Oréal US. Watched in real time.
dig delivers a live read on the forces shaping brands across social — from creator sparks and product launches to cultural shifts and emerging narratives.
Trending narrative
@beingcrystalnicolee's Infallible Cushion Foundation demo pulled 42.3 million views, L'Oréal's biggest US beauty moment this season, and it's a K-beauty cushion compact.
Trending now · pulled from dig
Narrative intelligence
The stories driving the L'Oréal conversation.
Narratives, not hashtags. dig surfaces the meaning behind each clip, ranking the stories by momentum and breaking them down by generation.
Trending now · last 7 days
What people really think about L'Oréal right now.
Pre-crisis radar · for comms
The narratives that haven't hit yet.
Early negative signals that give comms a head start before the story spreads.
Emerging signals · last 14 days
Owned content vs. UGC
Who's actually calling the L'Oréal conversation.
US beauty creators are running the conversation — L'Oréal's owned channel lands campaign hits, but UGC demos pull the huge numbers.
Owned vs. UGC reach · last 30 days
~25%vs~75%
@lorealparisusa owned share · UGC share of L'Oréal US TikTok reach (30d)
@beingcrystalnicolee's Infallible Cushion demo (42.3M) outran L'Oréal's entire owned US channel, but @lorealparisusa's Elle Woods campaign still cleared 5M+.
Top 6 creators · last 7 days
The house codes
Infallible Cushion, True Match, Lumi Glotion, Panorama, Collagen, Elvive. Tracked.
Each L'Oréal US franchise's top narrative, plus the surprise signal comms may not see coming yet.
Portfolio signal · last 30 days
From signal to next move
The actions your team can take this week.
The creator to engage, the narrative to get ahead of, and the talking point that needs to be ready before the story moves.