Manchester-based beauty brand P. Louise, which recently made headlines for generating more than £2m in just 14 hours on TikTok Shop, achieved the record with the support of ecommerce agency PushON, which has also been driving the brand’s rapid shift towards more sustainable direct-to-consumer growth.
PushON, which was appointed to deliver a full-funnel paid media strategy, has helped P. Louise more than double its website revenue year-on-year. The strategy has also delivered a 112% increase in direct-to-consumer sales, boosted return on ad spend from 2:1 to 25:1, grown new users from paid activity by 97%, and resulted in the most commercially successful Black Friday in the brand’s history.
Renowned for its disruptive, trend-led cosmetics, P. Louise rose to prominence on TikTok, where it cultivated a largely Gen Z audience. However, to continue its exceptional growth, the brand wanted to reduce dependency on a single platform and establish a stronger, more predictable revenue channel via its website.
PushON was tasked with creating a scalable performance model that could capture viral demand triggered by TikTok and PR activity, while converting it into long-term, higher-value customers through the brand’s Shopify site.
The strategy was rooted in extensive analysis of GA4, TikTok and Meta audience data, which revealed that while 75% of engagement came from Gen Z users on TikTok, the highest-spending customers were women aged 35-44, mainly mums purchasing for their children after they had engaged with P. Louise content online.
The agency used this insight to scale campaigns beyond TikTok into channels such as Meta, Google, Snapchat, Pinterest and YouTube, helping the brand to reach older demographics and diversify customer acquisition channels without sacrificing profitability.
For the record-breaking TikTok live stream, which saw two products sold every second, PushON ran targeted pre-event campaigns to build purchase intent before going live. And following the event, which also generated 29,000 new followers in a single day, the agency rapidly restructured Google Shopping and Performance Max campaigns around the most in-demand SKUs. This resulted in a 137% month-on-month increase in Google Ads revenue, a 186% uplift in shopping revenue and a 27% rise in conversion rate.
Alex Hogan, Associate Director of Marketing at PushON, said: “TikTok can create explosive spikes for brands like P. Louise, but those moments only become commercially transformative when they are supported by a full-funnel performance strategy. Our role has been to take viral moments and turn them into a predictable engine for growth, allowing the brand to scale beyond a single platform.”
