TikTok Partners With British Beauty Council to Boost Live Sales

TikTok continues to push its in-stream shopping options, this time via a new partnership with the British Beauty Council, which will see TikTok offering platform growth advice to various U.K. beauty brands.

The British Beauty Council is an industry group that advocates for the broader beauty industry, and as such, has connection to many U.K. beauty brands. The partnership with TikTok will provide direct connection through to these businesses, in order to help them tap into rising opportunities in the app.

As explained by TikTok:

“Through this partnership, TikTok Shop will be lifting the lid on how beauty brands can win at LIVE shopping sessions on the platform, learning best-in-class tips of the trade from one of TikTok Shop’s best performing LIVE beauty sellers.”

This is in reference to the first education session of this partnership, which will see TikTok showcase how Mitchell Halliday became the first merchant to make $1M in a day on TikTok Shop via LIVE sale events.

Which is where TikTok really sees potential, by enabling retailers to sell their products via live streams. That’s been a winning format in China, where in-app sales now top over $500 billion per year.

TikTok is nowhere close to this, but the hope is that if it can get Western shoppers interested in live-stream sales as well, that could present major growth opportunities for the app.  

There’s little evidence to suggest that’s going to happen, as Western consumers still seem largely uninterested in buying products via social apps. But you can see the angle, with TikTok facilitating $3.8 billion in total spending in the app throughout 2023.

And even though that’s comparatively low, TikTok’s sales numbers are growing, especially in some sectors:

“A beauty product is sold every two seconds on TikTok Shop. Beauty brands, from household names to up-and-coming businesses, are leveraging TikTok Shop to unlock new levels of growth. Tapping into TikTok’s vast and engaged community, these brands are using the platform’s unique features, like LIVE shopping, to drive significant new revenue streams.”

TikTok also recently reported that it’s now the second-largest online beauty and wellness retailer in the U.K., so again, you can see the potential that TikTok’s eyeing, as it continues to promote its in-app sales options.

Will that work, and will TikTok shopping ever catch on?

TikTok has been pushing it for several years, with limited traction. But traction nonetheless, and while it’s not growing at the same rate as it has in China, it makes sense for TikTok to keep going with it, and promoting its in-app selling options.

So while it could take longer, TikTok’s shopping push does make sense.

TikTok’s first event with the British Beauty Council will be held on the 24th of October, as part of British Beauty Week, with TikTok Shop hosting a live broadcast with Mitchell Halliday “to showcase the power of LIVE shopping”.