P.Louise has surpassed its own TikTok Live record with a 14-hour broadcast to pre-launch its 2025 Christmas Collection, generating over £2 million in sales.
The TikTok Live event, named Showcase Live, featured festive exclusives and limited edition gift sets that sparked a rush of demand. Held ahead of the official product release, the livestream drew millions of viewers and marked a significant commercial milestone for the brand.
With sales averaging £143,000 per hour, the event has elevated P.Louise to the top of TikTok Shop rankings. It now holds both the first and second positions for TikTok Live sales in the UK and EU.
The 2025 Christmas Advent Calendars were central to the success of the live event. The Cruising Home for Christmas Advent Calendar accounted for 40% of calendar sales, while the 12 Sleighs of Christmas Advent Calendar made up the remaining 60%. Together, they represented 17% of total items sold during the livestream. Both products received significant attention across social media platforms, boosting impressions and press coverage.
A notable difference from the 2024 campaign was the shift in product focus. While last year’s event emphasised smaller, lower-cost items, this year’s Showcase Live spotlighted premium gift sets and curated bundles. This strategic adjustment led to a significant increase in Average Order Value, which rose from $20 in 2024 to $80 in 2025.
TikTok Shop’s UK Head, Jan Wilk, remarked:
“TikTok Shop has democratised the beauty industry by supporting founder-led brands to be discovered by millions. P.Louise’s live kicked off Christmas shopping with a bang on TikTok Shop, with 12+ hours filled with festive fun, entertainment and great products. We are super proud of Paige and the team for setting this new record that showcases the true power of LIVE shopping.”
Founder and CEO of P.Louise, Paige Williams, stated:
“We knew no one had been able to touch our record all year. Instead of playing it safe, in true P.Louise style, we went bigger, braver, and proved what’s possible when you put community and creativity first. This wasn’t just about sales, it was about creating moments and memories for our customers in the run-up to Christmas.”
The live broadcast further reinforced P.Louise’s current standing across TikTok Shop. The brand now ranks number one overall, in the cosmetics category, and in skincare – achievements attributed to its high customer engagement and its effective use of live video commerce.
As P.Louise continues to dominate digital channels, the brand is preparing to expand offline with the opening of its first physical retail location in Manchester next month — marking a new step in its strategy to blend online influence with in-person customer engagement.
