Viral beauty brand P.Louise, founded by Manchester-born make-up artist Paige Williams, broke TikTok’s UK record by generating over £2 million in just 14 hours – averaging £143,000 per hour.
The event, a pre-launch of its Christmas Collection, also saw the brand surpass its own 12-hour TikTok Live record in just 10 hours and eight minutes. It is now officially ranked number one across TikTok Shop overall for both the cosmetics and skincare categories and holds both the first and second TikTok Live records in the UK and EU.
Festive exclusives & viral beauty advent calendars
This year’s Showcase Live was designed to spotlight P.Louise’s premium Christmas offering, with festive exclusives, hero collections, and the much-anticipated advent calendars.
The brand said it focused on curated gift sets and bundles to create a more immersive shopping experience. The 2025 advent calendars generated a buzz on social media and accounted for 17% of all items sold during the live event. The brand’s average order value rose to $80, up from $20 in 2024.
Indeed, the success of P.Louise and other social-selling beauty brands continues to demonstrate that experience-driven shopping is key to the future of beauty retail.
Founder and CEO of P.Louise, Paige Williams, commented: “We knew no one had been able to touch our record all year. Instead of playing it safe, 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.”
Head of TikTok Shop UK, Jan Wilk, added: “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 over 12 hours filled with festive fun, entertainment, and great products. We’re incredibly proud of Paige and the team for setting this new record, which showcases the true power of LIVE shopping.”
