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 yesterday, 31 July, generating over $2 million (£1.5 million) in sales and surpassing all UK and US records. 

One of the UK’s biggest TikTok shops, P.Louise sold two products every second during the LIVE event, with top sellers including its Makeup Mystery Box, Bad B*itch Energy Lip Duo, and Spoilt for Choice Cream Bronzer Oven.

Some products were significantly reduced to as little as £1, allowing new customers to experience the brand for a fraction of the usual cost.

Paige Williams, Founder of P.Louise, said: "My goal was to create the most engaging, exciting and rewarding experience that our community had ever seen. We gave away luxury items every 30 minutes as a thanks to the customers that joined us on LIVE and provided significant discounts on both our newly launched and bestselling items.

"At P.Louise, we don't have any external investors and no retail presence, so we are not bound to tight plans. We can be nimble and make quick decisions on our next steps as a brand.

"It means that we can be reactive to our customers' needs and ultimately have the freedom to make these life-changing moments happen overnight. This is the recipe for success. I always had faith in my vision for the brand, and it’s just incredible to see the hard work of my whole team pay off."

Founded by Williams with a £20,000 loan from her Nan and a vision to change the way we approach makeup, P Louise has become one of the biggest brands on TikTok, now selling over 250,000 products every month. It has more than 2.9 million followers on the platform, boosted by over 29,000 new followers during the record-breaking LIVE event.

The brand's 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.

Halliday hosted a 12-hour LIVE session from Manchester, which saw one product sell every second and resulted in $830,000 in sales, contributing to the trending beauty brand hitting the $1 million TikTok Shop milestone in just 24 hours.

It also follows Stormi Steele, the founder of Canvas Beauty, who became the first creator on TikTok in the US to earn over $1 million during a single LIVE session, further highlighting the opportunity for beauty businesses on the social media platform.

Emily Caine, Head of Beauty at TikTok, said: "This amazing new record demonstrates the true power of LIVE shopping on TikTok.

"P.Louise not only has an outstanding product offering, but it also makes content that is engaging, authentic and fun. It brought this in spades to its 12 hour LIVE marathon, through engaging LIVE product demonstrations and lively interactions with hosts.

"This achievement is a great example of the perfect blend of community, shopping and entertainment which continues to be game-changing for the beauty industry. Beauty brands across the platform are capitalising on this combination, with a beauty product sold every two seconds on Shop and Made By Mitchell selling $1 million in 24hrs on LIVE just last month, making the beauty category one of the most successful across TikTok Shop."

Earlier this year, TikTok published a new handbook on how beauty businesses can better connect with consumers on the app. It came as figures revealed that 52% of users have gone on to make a purchase after interacting with SMB content on TikTok.

Read TheIndustry.beauty's feature on how beauty brands can leverage TikTok to drive growth here.