Record-Breaking Livestream Sales in the UK: 12-Hour GMV Hits $2 Million as P.Louise Emerges as a Beauty Brand Powerhouse
Recently, TikTok livestream shopping has been booming across Southeast Asia and the U.S., with the UK market also posting impressive results.
In a remarkable achievement, the UK has once again shattered records set just a month ago, reaching $2 million (about £1.5 million) in sales during a single livestream event.
This milestone was achieved by British beauty brand P.Louise during a 12-hour TikTok Shop livestream, generating over $2 million in sales, attracting 2.9 million viewers, and receiving more than 150 million likes. Over 36,000 people made purchases during the event!
How did this niche British beauty brand manage to defy the odds and achieve such success on TikTok?
01. The P.Louise Brand Story
According to EchoTik, P.Louise has amassed over 2.9 million followers on TikTok, gaining more than 29,000 new followers during the record-breaking live event. The total sales volume of @plmakeupacademy reached 2.8 million units, with total sales of £36 million ($46 million).
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The founder of P.Louise, Paige Louise Williams, hails from a small town in the UK. Starting from scratch, she built her beauty empire. From working as a MAC counter makeup artist to launching her beauty business with a £20,000 loan from her grandmother, Paige’s journey is one of perseverance.
In 2014, she established the P.Louise Makeup Academy, offering online courses. Today, her beauty brand, P.Louise, is valued at £65 million.
P.Louise’s first big break came with the launch of Rumour Base, a white eyeshadow base inspired by a popular but discontinued product. Recognizing a gap in the UK market for this type of product, Paige quickly produced it, selling over 300,000 units in a year, often selling out.
The brand’s second breakthrough came from its high visibility on TikTok, which catapulted P.Louise to global recognition.
“If I hadn’t decided to join TikTok, I wouldn’t be where I am today. Before TikTok, launching a new product line required significant financial backing, but now we can sell millions of products in a single livestream,” Paige remarked.
On July 31, this beauty brand broke revenue records for UK brands on TikTok Shop, earning £1.5 million in just 12 hours. During the livestream, P.Louise offered select products for £1, inviting customers to experience new ways of engaging with products. There were also opportunities to win luxury gifts, including iPhones, Louis Vuitton handbags, MacBook Airs, and designer watches every 30 minutes.
According to EchoTik, the top-selling product in P.Louise’s UK TikTok Shop over the past 30 days was the P.Louise Bad B*tch Energy Lipstick, with sales reaching nearly 130,000 units. Since its launch, this product has sold a total of 1.4 million units.
P.Louise is now one of the major brands on TikTok, with over 250,000 monthly sales on the platform, making it one of the fastest-growing shops in the UK, with a year-over-year growth of 125%.
P.Louise has redefined the way Britons purchase cosmetics, ushering in a new era of social beauty shopping. The company’s revenue for 2023 was £35 million, with projections to reach £65 million this year.
02. The Secret to P.Louise’s Success
“Our secret to success is keeping our customers satisfied!” Paige shared about their success on TikTok.
“We always listen to what our customers want and make it happen quickly.”
“At P.Louise, we don’t have any outside investors, so we’re free from a lot of red tape. We can make swift decisions about the brand’s next steps, meaning we can respond quickly to customer demands, sometimes overnight. If we can’t meet their needs, they’ll naturally find a brand that can.”
Many users have praised P.Louise’s packaging, saying, “The pink with intricate gold details surpasses anything offered by other British brands.”
TikTok’s real-time social interaction provides P.Louise with a channel for customer feedback, allowing products to quickly adapt to new market demands.
In addition to enriching its official account content, P.Louise has collaborated extensively with influencers on TikTok. To date, over 7,800 influencers have promoted their products, with a total of 53,000 videos.
The top-selling influencer outside of the official account is @georgiacoggings, a micro-influencer from the UK with 96,000 followers.
Among them, the most successful video was 3 minutes and 37 seconds long, garnering 5.5 million views, an estimated 17,000 sales, and generating £330,000 ($420,000) in GMV.
03. The New Trend in UK Livestream Shopping
Currently, TikTok is the most frequently used social shopping channel in the UK.
Despite a rocky start for TikTok Shop in the UK, the continuous breaking of records has showcased the real power of livestream shopping on TikTok. Livestream shopping is set to change global consumer shopping habits, especially among the younger generation.
TikTok’s user base is much younger than that of similar social media platforms like Facebook or Instagram. About 70% of TikTok users are under 34 years old, with 37.8% aged 18–24 and 32.9% aged 25–34.
According to a Statista study, social media platforms like TikTok Live are the most commonly used livestream commerce channels in the UK, with nearly three-quarters of surveyed shoppers embracing them.
It is predicted that by the end of 2024, single-event livestream sales on TikTok will grow to $5 million.
This presents an opportunity for new brands to rise and for traditional brands to achieve low-cost marketing.
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