When you think of homegrown TikTok beauty brands, chances are two will spring to mind most prominently: P.Louise and Made By Mitchell. The latter – the internet likes to remind us – did become the very first brand to sell $1 million in the space of just 24 hours, after all—and this was just from sales on TikTok Shop. Collectively, the brands have 4.4 million followers on the platform, and more often than not, when you look them up over there, you'll have the option to experience some form of live shopping event on their TikTok Shop streams.
All this to say, the success behind both P.Louise and Made By Mitchell is perhaps the ultimate illustration of how beauty shopping has shifted over the past decade. Social presence is a must, and particularly for the Gen Z generation and younger, quick, easy sales and modern ways to purchase have overtaken in-person buying and even traditional online shopping by a mile.
