Pure Beauty

Made by Mitchell on making $1 million in one day on TikTok Shop

By Amanda Pauley | Published: 4-Jul-2024

Founder Mitchell Halliday lifts the lid on his indie make-up brand’s success on the social platform and his top tips for going viral

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As many try to figure out the secret sauce to viral success on TikTok Shop, one UK indie make-up brand has not only conquered the platform but is smashing records on it.

Made by Mitchell, founded by entrepreneur and MUA Mitchell Halliday, is the first UK beauty business to earn US$1m revenue in a day on TikTok Shop.

Halliday sold one cosmetic product every second during the brand’s 12-hour live event in June as part of TikTok Shop’s Summer Sale, generating $830,000 in this time period.

The effect of this social commerce selling tactic continued after the live event ended and led to the brand hitting the $1m sales milestone in just 24 hours.

“I really feel like we are showing the big boys how it is done when it comes to social commerce, which I am so proud of,” Halliday told Cosmetics Business at the official launch of his brand into UK health and beauty retailer Boots. 

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“We were the first UK brand on TikTok Shop to do $2m in one week and now we are the first to do $1m in 24 hours, so I cannot even imagine what is going to be next. 

“With TikTok Shop, you have got to be so reactive and act fast, and as an indie brand we can turn things around very quickly. 

“We don’t have any rules saying what we can and cannot do, and that has been a real benefit for us.” 

But how has Made by Mitchell, which has 25.8 million likes on the platform, become one of the hottest merchants on TikTok Shop? 

Made by Mitchell took part in TikTok Shop's Summer Sale

Made by Mitchell took part in TikTok Shop's Summer Sale

Authenticity is key

Founded during the Covid-19 pandemic in 2020, the bright cosmetics line was born from Halliday’s love of making easy-to-use, dual-purpose products for make-up addicts and self-expressionists. 

“My range is about inclusivity and functionality, and that is always at the forefront of formulation,” says Halliday. 

The entrepreneur has since mastered his voice on TikTok to build the brand’s community, boasting a following of more than 925,000.

And it is a timely move by the brand as

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