Written by Claire Marty, Beauty and Personal Care Industry Expert at VP Global Beauty NielsenIQ.
In a groundbreaking achievement, UK indie make-up brand Made by Mitchell, founded by entrepreneur and makeup artist Mitchell Halliday, has hit the $1m sales mark in a single day through TikTok Shop – the first UK brand to do so.
This milestone was reached during TikTok Shop’s Summer Sale, where Halliday’s brand sold one product every second in a 12-hour live event, generating $830,000 during the event and surpassing $1m within 24 hours.
The success of Made by Mitchell highlights the growing influence of TikTok Shop as a major consumer destination for beauty products. According to NIQ data, social commerce is rapidly becoming a critical channel for beauty brands, with TikTok Shop at the forefront of this trend, now reaching #4 Beauty eretailer in the UK (#2 in Cosmetics).
Mitchell Halliday’s Made by Mitchell has emerged as a social commerce powerhouse, leveraging the unique capabilities of TikTok Shop to achieve unprecedented sales. With a strategy centered on authentic engagement and rapid responsiveness, Halliday’s brand has set a new benchmark for how brands can use Tik Tok through a flawlessly excuted strategy and a deep connection to its customers.
The brand’s journey from a pandemic-born idea to a TikTok sensation underscores the evolving landscape of beauty product retail. Halliday’s focus on inclusivity and functionality has built a strong community on TikTok, where the brand enjoys 25.8 million likes and a following of over 925,000. This community-driven approach, combined with the platform’s dynamic and interactive features, has enabled Made by Mitchell to thrive and become the #1 brand sold on the platform, PLouise being a close second. (Source: NIQ Fox Intelligence Q12024)
NIQ data supports this shift, indicating that social commerce is not just a passing trend but a significant evolution in how consumers shop for beauty products. TikTok Shop, with its engaging and immediate format, is leading this transformation, offering brands a powerful new channel to reach and interact with consumers. The platform’s capability to drive instant connections and engage consumers “in the moment” significantly boosts purchases. MBM brand buyers spend nearly three times more on cosmetics than the average e-shopper, making purchases twice as often and with a higher average order value (£19.30 vs. £15). (Source: Cosmetics Category – Foxintelligence YTD, West Europe 30/06/2024)
Mitchell Halliday’s story is a testament to the potential of social commerce and the importance of authenticity and agility in today’s digital marketplace. As more brands look to replicate this success, TikTok Shop’s role as a primary destination for beauty products is set to grow even further. Today more than ever, it is critical for brands and banners to watch out for new trends & brands accelerating on Tik Tok.
Is your brand the next big seller on Tik Tok? Purchase VP Global Beauty NielsenIQ’s Tik Tok Playbook today to find out how you can win in 10 steps.
