The new partnership aims to upskill British beauty brands on how to succeed on TikTok Shop by unlocking the power of LIVE shopping.

TikTok Shop will be hosting a LIVE with Mitchell Halliday during British Beauty Week on 24 October. It comes as increasing numbers of beauty brands are turning to TikTok Shop to grow their businesses and reach new audiences.

Beauty brands achieve new levels of growth with TikTok Shop’s LIVE shopping experience

A beauty product is sold every two seconds on TikTok Shop. Beauty brands, from household names to up-and-coming businesses, are leveraging TikTok Shop to unlock new levels of growth. Tapping into TikTok’s vast and engaged community, these brands are using the platform’s unique features, like LIVE shopping, to drive significant new revenue streams.

On TikTok Shop, brands can host their own LIVE sessions or collaborate with popular creators to host LIVEs on their behalf and engage new audiences in real time. The beauty category is one of the most successful categories for LIVE shopping; not only are buyers able to see products in action in real time through demos and #GRWM‘s, but they’re able to access better deals such as lower prices, bundled offers, and freebies. This dynamic and interactive format offers a powerful way for beauty brands to reach new audiences and delivers a shopping experience unlike any other.

Major beauty brands have already embraced this opportunity, including L’Oréal Paris (@lorealparis) which launched a new product exclusively on TikTok Shop during a 12-hour LIVE event streamed at the iconic Piccadilly lights. Meanwhile, countless small businesses have found almost overnight success on TikTok Shop, including Mitchell Halliday (@madebymitchell) who became the first merchant to make £1m a day on TikTok Shop through LIVE sale events, and P Louise (@plmakeupacademy) who made £1.5M in 12 hours on TikTok Shop selling two products every second.

A commitment to the beauty industry

Through this partnership, TikTok Shop will be lifting the lid on how beauty brands can win at LIVE shopping sessions on the platform, learning best-in-class tips of the trade from one of TikTok Shop’s best performing LIVE beauty sellers.

Founded in 2018 by industry professionals, the British Beauty Council champions the interests of the UK beauty industry through advocacy and lobbying efforts, shaping policies, regulations and standards to improve the business environment and enhance consumer safety and confidence.

This includes its annual British Beauty Week, taking place this year between 23 – 27 October in London, running under the theme of ‘A Beauty Industry that Looks Like You’. Designed to highlight the importance of representation and inclusion in British beauty, the theme will inspire brands to celebrate the various facets of the industry, whilst also considering the ongoing work that needs to be done to ensure all voices are heard, and appreciated, in the industry.

At the event on 24 October, TikTok Shop will be hosting a LIVE with celebrity makeup artist and TikTok Shop sensation Mitchell Halliday (@madebymitchell) to showcase the power of LIVE shopping.

After Mitchell’s TikTok LIVE, TikTok Shop will also be hosting a panel How to Unlock the Power of Social Shopping with TikTok Shop, with Mitchell, Jack Timpany, TikTok Shop acceleration project manager for L’Oreal Paris, and journalist Alessandra Steinherr, aiming to provide actionable advice and easy strategies for success on the platform. The panel will take place at 2pm.

Emily Caine, TikTok Shop’s Head of Beauty commented: “We are delighted to partner with the British Beauty Council to help educate big brands and small businesses alike on how to nail social commerce and win at TikTok Shop. The beauty category on TikTok Shop is booming right now, and LIVE shopping is on the rise. People want to see beauty products in action through #GRWM videos, live demos and interactive experiences. LIVE shopping sessions require businesses to flex different muscles that they may not have done before, but we want to help bring the industry along to adapt and see just how wonderful and successful LIVE shopping can be for huge growth.”

Millie Kendall OBE, CEO of the British Beauty Council, said: We are pleased to be partnering with TikTok Shop this British Beauty Week. The Council is dedicated to spotlighting the unique nature of the beauty industry to adapt to new technologies and the power of social shopping for our industry epitomises this. We are excited to bring together experts and success stories at British Beauty Week to learn more about the potential of the platform – one that encourages the formation of unique beauty communities.