Beauty brand P.Louise has broken the UK record for the most revenue generated on TikTok Shop by a UK brand, earning over £1.5 million ($2 million) in just 12 hours.
On Wednesday 31st July, the brand sold two products every second during its TikTok LIVE festival. Top sellers included the P.Louise Makeup Mystery Box, P.Louise Bad B*itch Energy Lip Duo, and P.Louise 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.
With 2.9 million followers on TikTok, thanks to over 29,000 new followers during the LIVE event, P.Louise has built a loyal array of brand ambassadors, eagerly anticipating the brand’s next move from the comfort of their homes.
Founded by Paige Williams in 2014 with a £20,000 loan from her grandmother and a vision to change the way we approach makeup, P.Louise experienced drastic growth through TikTok Shop. The brand quickly became one of the biggest on the platform, now selling over 250,000 products every month. Williams always focused on better engaging with her customer base and giving them what they wanted, recognizing TikTok as her path to success.
@plmakeupacademy We’re making history – live right now with the best prices in plouise history, exclsuive new launches and life changing giveaways 💗 #plouise #plouisefestival ♬ original sound – PLOUISE
Paige Louise commented: “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 simply joined us on LIVE and provided significant discounts on both our new releases and best-selling 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.”
TikTok Shop’s Head of Beauty, Emily Caine, commented: “This amazing new record demonstrates the true power of LIVE shopping on TikTok. P.Louise not only has an outstanding product offering, but they also make content that is engaging, authentic and fun. They brought this in spades to their 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 24 hours just last month, making the beauty category one of the most successful on TikTok Shop.”
