Concord beauty store turns to TikTok to stop shoplifters

CONCORD, Calif. ( KRON ) — A small business in Concord is finding a unique way to stop theft in their store. They are posting thieves stealing from them on TikTok. The strategy appears to be working.

Lis Cosmetics is located inside Sun Valley Mall. According to the business owner, posting videos of people stealing their merchandise on TikTok has been a game changer for the business.
“Theft will always be around,” said co-owner Edwin Ramirez.

Edwin who owns the store with his mother, Hilda Ramirez, said it was his idea to post the thieves online. Since they began posting them, thefts have dropped, and sales are up.

The store is four years old. The owners said people are constantly stealing their lashes and other items, despite them locking them up, at times costing them thousands of dollars.

“We don’t want to waste the police time over $15,” said Hilda. “They could be doing other things.”

The store also has a sign warning would-be shoplifters that, “All Thefts Will Be Posted on TikTok.”

Their social media anti-theft policy has earned them millions of views online and supporters from around the country.

“We just couldn’t give up,” said Hilda. “This is our dream.”

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