P.Louise makes record-breaking £1.5 million in 12 hours on TikTok Shop LIVE
Beauty brand P.Louise has broken records for the most revenue generated on TikTok Shop by a UK brand with over £1.5 million earned in just 12 hours.
On 31 July, the brand sold two products every second during its TikTok LIVE festival. Top selling products included P.Louise Makeup Mystery Box, P.Louise Bad B*itch energy Lip Duo, and P.Louise Spoilt for choice Cream Bronzer Oven.
The brand reduced some items to just £1 to encourage new customers to try its products at a fraction of the usual cost.
P.Louise has 2.9 million followers on TikTok and amassed 29,000 new ones during the LIVE.
Founded by Paige Williams in 2014 with a £20,000 loan from her grandmother, P.Louise is now one of the biggest brands on the TikTok Shop platform with over 250,000 products sold every month.
Williams said: “My goal was to create the most engaging, exciting and rewarding experience that our community had ever seen. We gave away luxury items every 30 minutes as a thanks to the customers that joined us on LIVE and provided significant discounts on both our newly launched and best selling items.
“At P.Louise we don’t have any external investors and no retail presence, so we are not bound to tight plans. We can be nimble and make quick decisions on our next steps as a brand. It means that we can be reactive to our customers’ needs and ultimately have the freedom to make these life-changing moments happen overnight. This is the recipe for success.”
TikTok Shop’s head of beauty Emily Caine added: “P.Louise not only has an outstanding product offering, but they also make content that is engaging, authentic and fun. They brought this in spades to their 12 hour LIVE marathon, through engaging LIVE product demonstrations and lively interactions with hosts.”
