TikTok Shop announced a partnership with the British Beauty Council to assist UK beauty brands in leveraging social commerce opportunities. 

The collaboration aims to educate businesses on effective strategies for TikTok Shop, focusing on LIVE shopping experiences.

TikTok reports that its platform sells beauty products every two seconds. The company highlights LIVE shopping as a key driver of growth for beauty brands, allowing real-time product demonstrations and interactive engagement with audiences.

Several brands have seen success through TikTok Shop. 

L’Oréal Paris launched a product exclusively on the platform during a 12-hour LIVE event at Piccadilly Lights. Smaller businesses have grown quickly, with makeup artist Mitchell Halliday becoming the first merchant to make $1 million daily on TikTok Shop through LIVE sales. Another brand, P Louise, reportedly generated over $2 million in 12 hours, selling two products every second.

As part of the partnership, TikTok Shop plans to share insights on successful LIVE shopping strategies during British Beauty Week, scheduled for October 23-27 in London. The event, “A Beauty Industry that Looks Like You,” will focus on representation and inclusion in the UK beauty sector.

On October 24, TikTok Shop will host a LIVE session featuring Mitchell Halliday, who will demonstrate LIVE shopping techniques. This will be followed by a panel discussion titled “How to Unlock the Power of Social Shopping with TikTok Shop,” featuring Halliday, Jack Timpany from L’Oreal Paris, and journalist Alessandra Steinherr.

“People want to see beauty products in action through #GRWM content, live demos, and interactive experiences,” Emily Caine, TikTok Shop’s Head of Beauty, said in a news release. 

Caine stated that LIVE shopping sessions require businesses to “flex different muscles” they may not have done before, adding that the company wants to help the industry adapt and see “how wonderful and successful LIVE shopping can be for huge growth.”

“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,” stated Millie Kendall OBE, CEO of British Beauty Council.

Recent Dash Hudson research revealed a strong correlation between TikTok entertainment scores and beauty brand sales growth. The study found that brands with the highest entertainment scores and engagement rates on TikTok experienced an average sales growth of 100.1%.