Lis Cosmetics viral TikTok videos of shoplifting NBC Bay Area

A Contra Costa County business is putting thieves on notice by posting video of them stealing on TikTok.

The business said its social media strategy is working with thefts now down, sales increasing, and the videos going viral.

“We’re not going to call the police over a $15 box of lashes, but at the same time we have to protect ourselves and find ways to improve and not have theft become a bigger issue,” said Edwin Ramirez of Lis Cosmetics in Concord.

Owner Hilda Lisbeth said thieves mostly take lashes. The store started locking up the product, but the thefts continued.

Ramirez, who is Lisbeth’s son, came up with a different deterrent by posting the alleged thieves on TikTok.

“So just how they’re improving their tactics on how to steal, we had to improve our tactics on how to stop the stealing,” Ramirez said.

The TikTok videos have gone viral by getting millions of views, which …