Key takeaways P.Louise’s TikTok LIVE launch
- P.Louise’s ‘Get Unteddy With Me’ launch attracted over 250,000 viewers, ranking among TikTok’s most engaged beauty LIVE events
- The UK-first, entertainment-led format averaged one product sale every two seconds
- High-production live commerce can significantly boost engagement and conversion when treated as entertainment
- The brand is shifting from creator-led livestreams to a production-first, experience-led retail strategy
- TikTok Shop is becoming a critical channel for beauty brands looking beyond traditional retail models
Viral beauty brand P.Louise’s new ‘Get Unteddy With Me’ launch shows the value of fun-filled, experience-led retail.
On Friday 16 January, viral, social-first beauty brand P.Louise launched its new ‘Get Unteddy With Me’ concept, which has been its most successful to date.
The campaign attracted more than 250,000 viewers and marks one of the most highly engaged beauty LIVE launches on the platform to date. According to the brand, the results demonstrate that when live shopping is treated as entertainment, it can deliver significant commercial impact.
How production-led LIVEs are driving beauty commerce performance
The entertainment-led LIVE marked a UK first for TikTok Shop. It featured a three-zoned, TV-level set complete with a live collection reveal and interactive gameshow feel. It transformed product discovery into a highly interactive, must-watch experience, delivering a blend of shopping, storytelling and audience participation.
Commercially, the event averaged one product sold every two seconds, which clearly highlights the sales potential of high-production live commerce.
“We’ve never followed the rules,” said founder and CEO of P.Louise, Paige Williams. “From the very start, TikTok has given us the opportunity to build something much bigger than traditional retail alone. It’s about community, excitement and creating memorable moments that people want to be a part of. Get Unteddy With Me wasn’t just a launch, it was a show — and this is only the beginning of how far we can take live shopping with P.Louise.”
P.Louise was one of the first UK beauty brands to step away from traditional retail models, instead betting early on TikTok LIVE. It now continues to follow this path and move beyond creator-led livestreams to an entertainment- and production-first strategy.
The fully immersive experience, inspired by television demonstrates how live shopping continues to evolve into a true entertainment format, setting a new benchmark for beauty brands operating on TikTok Shop.
