“It’s about finding what will do well for you, because IT’S YOU.”

- Made by Mitchell speaking on the ‘Working hard with Grace Beverley’ podcast.

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This quote couldn’t be more relevant for today’s beauty brands, and the proof is in the success of their TikTok Shop sales!

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Take a look at Made by Mitchell or P.Louise.

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Two Viral Brands. Two MASSIVE Wins!

🎯 $2M in one week

🎯 $1M in 24 hours

🎯 Two products sold every second

🎯 Hundreds of thousands of consumers tuning in LIVE

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These guys had no investors, and no retail footprint… they’re just brands led by incredibly passionate creatives who leaned into what made them different – and it paid off!

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How they did it

What connects Made by Mitchell and P.Louise is personality, at scale.

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They weren’t trying to be Estée Lauder or Mac Cosmetics. They were too busy building cult followings by just simply being themselves and sharing their personalities!

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💚 Made by Mitchell hit $1M in a single day with a 12-hour TikTok LIVE marathon. Founder Mitchell Halliday invited fans behind the curtain with creator collabs, exclusive drops, and his unfiltered energy.

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💗 P.Louise broke UK records with £1.5M in just 12 hours, turning a live session into a full-blown mini digital festival, with £1 deals, product demos and luxury giveaways.

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P.Louise and Mitchell know their customers and their target audience - they lead with personality, and they never sit around waiting for things to be perfect! 

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So, is TikTok Shop the new beauty battlefield?

🛍️ 5,000 live sessions happen daily on TikTok Shop UK

📈 Beauty is one of the platform’s fastest-growing categories

💄 A beauty product sells every 2 seconds

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Over the past few years, we have seen the huge shift from retail to online selling. This spiralled during the covid lockdown and we continue to watch the live shopping revolution unfold… It's being led by brands that know their audience, know their voice and know how to hook their customers with sales that feel like entertainment.

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And as we’ve said time and time again, Gen Z want to feel something, they don’t want polished perfection!

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In Mitchell’s words:

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“We don’t have any rules saying what we can and can’t do. That’s been a real benefit for us.”

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Why this matters for beauty talent & brands

Speed and authenticity now drive conversions. If a brand doesn’t feel human, it’s getting lost in the scroll.

• TikTok rewards originality
• Consumers reward relatability
• Sales reward speed

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And as we’ve seen from MBM and P.Louise: your real, bold approach is exactly what the algorithm and your customers want!!

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Would love to hear what you think! 

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What do you think is next for TikTok Shop and the beauty industry?

Who else is absolutely nailing live shopping right now?

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