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How Beauty Brands Can Ride the Live Shopping Wave

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How Beauty Brands Can Ride the Live Shopping Wave

Live selling, once a boon for beauty sales in the '90s and 2000s, is back via TikTok Shop. But what does a winning formula look like for brands on the platform?

It wasn’t an album, but on Oct. 6 Rihanna gave her audience a different kind of unexpected drop: The singer-founder appeared as a host of Fenty Beauty’s first 12-hour TikTok Shop Mega Live event, leading a makeup demo alongside a rotating cast of internet-personality cohosts.

The event garnered more than 53 million impressions, 10.9 million likes and 1 million unique viewers, according to the brand, and employed a number of engagement-driving tactics that are becoming increasingly popular as TikTok Live soars as a sales channel in beauty and beyond. Not all of them, however, include securing an A-list host.

Data from TikTok Shop U.S. shows that across categories, TikTok Live’s gross merchandise volume doubled year-over-year during the first half of 2026. Beauty is a key part of that volume, with numbers from Charm.io showing that beauty sales via TikTok Live reached $769.6 million in the 12 months ending September 2026, making up about 12 percent of the total $4 billion Charm.io estimates TikTok Live generated during the period.

And beauty is growing fast, up roughly 59 percent in the last year.

“Beauty and fashion are categories where, ‘show me how this looks’, ‘how did you do that,’ or ‘what fragrances layer well together’ — those have always been good fits for live, but now, finally, the brand appetite, platform capability, and the quality of the host talent has caught up,” said Ajay Salpekar, head of beauty, food and beverage at TikTok Shop.


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