How 4 beauty start-ups are making millions on TikTok Shop

By Jo Allen | Published: 5-Aug-2024
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P. Louise is the latest beauty brand to break a new sales record, hitting £1.5m in 12 hours

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This article was originally published in the Cosmetics Business TikTok Beauty Trend Report.  Receive your copy here.

Making millions of dollars a day might not be surprising for the likes of Taylor Swift, but when a small beauty business hits over US$2m in 12 hours, it’s extraordinary.

July 2024 has seen start-ups in the beauty industry set new records as P.Louise became the first UK brand to make £1.5m ($2m) on TikTok Shop through a single live event.

The viral make-up brand's success followed Made by Mitchell and Canvas Beauty, who became the first UK and US businesses earlier in the month to respectively make $1m through a single TikTok Shop Live.

This is only the start of a trend that by November 2024 will see sales hike to $5m during a single live streaming event on TikTok Shop, according to forecasts in FastMoss’s 2024 Mid-Year TikTok Ecosystem Development White Paper.

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