Live shopping is increasingly becoming an incremental sales channel to attract beauty shoppers, as TikTok-savvy company P.Louise knows all too well.
The viral make-up brand is TikTok Shop’s current live shopping session record holder, achieving US$2m in sales during a 12-hour live marathon in July.
P.Louise sold more than 96,000 items throughout the live session, which equated to two products, on average, being purchased every second.
These included the brand’s exclusive Makeup Mystery Box, as well as hero products Bad B*itch Energy Lip Duo and Spoilt For Choice Cream Bronzer Oven.
Founder Paige Williams is known for her best-in-class live sessions, which is why she has managed to grow a strong community of P.Louise fans through TikTok.
The brand, which has three million TikTok followers, even enabled new customers to experience the brand for a fraction of the usual cost during the session, with some products reduced to as little as £1.
Brands could learn a lot from P.Louise’s strategy as real-time shopping sessions become the new way to connect directly with customers and supercharge sales.
Nora Zukauskaite, Integrated Marketing Director at TikTok Shop UK, tells Cosmetics Business below how beauty founders can nail their TikTok Shop Live strategy in 2025.
5 ways to nail your TikTok Shop Live strategy
Every day on TikTok Shop we have around 5,000 live shopping sessions, which is a 64% increase compared to 2023.
And I believe that 2025 is going to be the year of live shopping in the UK, with more than 200,000 sellers now actively selling on TikTok Shop UK.
As more people get used to this new experience, which puts that human contact back into online shopping, the key is to remember that
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