Editor's Top Reads: News from Morphe, P.Louise, Stila and more...

Here are some of this week’s news and features highlights handpicked by TheIndustry.beauty team.

P.Louise breaks records as it sells $2 million in 12-hour LIVE on TikTok Shop

British makeup brand P.Louise broke records during a 12-hour LIVE on TikTok Shop this week, generating over $2 million (£1.5 million) in sales and surpassing all UK and US records - another great achievement from a beauty brand on TikTok, further highlighting the opportunity for businesses on the app.

One of the UK’s biggest TikTok shops, P.Louise sold two products every second during the LIVE event, also gaining 29,000 new followers. Its achievement comes after fellow TikTok viral beauty brand Made by Mitchell became the first-ever UK business to hit $1 million in revenue in one day on TikTok Shop last month. It's a stellar time to be a beauty brand on TikTok!

Sophie Smith, News & Features Writer. 

Stila has turned 30 and is refreshed, refocused and ready to shine again

Stila is one of my favourite brands. It holds a special place in my heart and it was a pleasure to revisit it lately during its 30th anniversary celebrations. It was like catching up with an old friend. The brand has flown under the radar in recent years and has perhaps allowed all the new glitzy brands from celebrities and social media starts to steal the spotlight. But no more, its CEO of two years Michelle Kluz is determined to put it back where it belongs - at the forefront of the multi-tasking colour cosmetics category. Read her thoughts in our exclusive feature interview.

There are new launches, new marketing initiatives and a whole generation of new customers for it to run over. Exciting times...!

Lauretta Roberts, Co-founder, CEO and Editor-in-Chief.

Morphe closes all UK stores with more than 70 employees made redundant

I am obsessed with retail (in all of its forms), so it saddens me greatly when a brand exits the UK high street in terms of its own store portfolio.

Earlier this week, influencer favourite Morphe made the sad decision to close all its standalone stores in the UK and Amsterdam, citing high rents as the reason. 70 employees are reported to be collateral damage and will be losing their jobs, which is never good news, especially in today's climate.

Morphe will now be concentrating on its wholesale and ecommerce accounts.

Antony Hawman, Co-founder & CPO.

The Interview: Glow For It founder Daisy Kelly on pioneering a hormone-free lash growth serum and driving growth on TikTok

I do love when a brand has an inspiring and problem-solving story behind it, which is exactly the case for Glow For It. Launched in 2020 with a hormone-free lash serum and a TikTok account, the beauty business has since grown its following to more than 130k on the platform, as well as its product offering to include a brow serum, hair serum, lip oil and more.

In this interview, Founder Daisy Kelly tells us about how her personal struggles led to the creation of the brand, how TikTok has helped the business grow, why she wanted to bring its manufacturing over to the UK, and more.

Sophie Smith, News & Features Writer.