Top TikTok Shop Campaigns Transforming Beauty & Skincare Marketing

TikTok Shop isn't just playing in the e-commerce sandbox—it was making its own rules. With a staggering $33.2 billion in Gross Merchandise Value (GMV), TikTok Shop has firmly established itself as the go-to destination for beauty and skincare product discovery.

And when it comes to beauty, the numbers are just as stunning—beauty products were the top sellers, making up 6% of U.S. sales.

But it’s not just about the numbers. TikTok Shop’s magic lies in its ability to combine live shopping events, influencer partnerships, and community-driven content to create an immersive, interactive shopping experience.

Over 80% of TikTok Shop sales come from repeat customers, proof that TikTok is doing more than just selling products—it’s building brand loyalty.

And leading the charge is L’Oréal Paris with their Super Brand Day campaign, which set the stage for how live events and creator collaborations can redefine beauty retail. So, how did they do it?

Keep reading to discover how L’Oréal Paris crushed their sales goals and how brands like yours can use TikTok Shop’s unique features to shine in the beauty and skincare space.

1. L’Oréal: Super Brand Day on TikTok Shop – Beauty Takes Center Stage

When L’Oréal decided to throw its first-ever Super Brand Day on TikTok Shop, they didn’t just participate—they took over the platform. With exclusive deals, live shopping events, and influencer collaborations, the beauty giant aimed to elevate its presence in the UK market and engage TikTok's lively community of beauty enthusiasts.

Here's how they turned the day into a viral success:

The Strategic Sparkle

• Super Brand Day Concept: L’Oréal made a bold splash with a 12-hour LIVE event featuring product demos, exclusive bundles, and giveaways. This high-profile event took over TikTok Shop, creating a buzz that was impossible to ignore.
• Creator Activations: L’Oréal worked with top TikTok influencers to host live shopping events on TikTok’s ‘The Beauty Channel,’ showcasing new launches, viral products, and exclusive discounts. The collaboration helped boost the event’s visibility and excitement, engaging millions of users.
• Exclusive Product Launches: One of the event’s major draws was the exclusive launch of Lumi Le Liquid Blush, which attracted beauty lovers looking for the latest trend.

@lorealparisuk ‼️ 18th SEPTEMBER ‼️Save the date bc you don’t wanna miss our 12hr LIVE streaming from 10am-10pm @ the iconic PICCADILLY LIGHTS✨ REGISTER NOW for the crème de la crème of VIP talent, exclusive bundles aaand giveaways (obvs)! 🙋🏻‍♀️ #lorealparisuk #superbrandday #livestream ♬ original sound - L'Oréal Paris UK

The Results? A Beauty Boom

• Massive Engagement: L’Oréal’s Super Brand Day generated huge buzz with interactive content, creator-driven promotions, and real-time engagement during LIVEs.
• Exclusive Deals: The event saw a surge in sales, thanks to limited-time offers and exclusive bundles.
• Brand Visibility: The 12-hour LIVE event, which was projected on the giant Piccadilly Circus screen, positioned L'Oréal as the ultimate beauty brand on TikTok Shop.
• Creator Impact: Top creators amplified the reach, ensuring the event reached millions of beauty-obsessed TikTok users.

The Final Takeaway

L’Oréal’s Super Brand Day proved that with the right mix of live shopping, influencer partnerships, and exclusive launches, beauty brands can dominate TikTok Shop. By leveraging the platform’s unique features, L’Oréal not only increased sales but solidified its status as a top player in the digital beauty marketplace.

Looking Ahead

As TikTok Shop continues to evolve, more beauty brands should take inspiration from L’Oréal’s success and consider utilizing live shopping and influencer collaborations to engage with their audience, drive sales, and boost brand awareness. If you haven't yet explored TikTok Shop, now’s the time to create your own beauty takeover!

2. BPerfect Cosmetics: Elevating LIVE Shopping for May Deals Campaign

When BPerfect Cosmetics decided to turn up the heat for their May Deals campaign, they didn’t just stream—they shone. Hosting an epic 12-hour+ livestream event, the brand took TikTok’s LIVE shopping capabilities to the next level, boosting engagement and skyrocketing sales.

Here's how they nailed it:

The Strategic Sparkle

• Pre-LIVE Teasers & Short Videos: BPerfect didn’t wait until showtime to start the buzz. They used teasers and short videos to pique interest, building anticipation ahead of the 12-hour LIVE event.
• Visual Appeal & Personalization: To make the event stand out, BPerfect transformed the livestream into a vibrant Ibiza-themed experience. The fun setup, combined with the brand's founder, Brendan, making a personal appearance, helped humanize the brand and forge a deeper connection with the audience.
• Exclusive Drops & Giveaways: With exclusive product drops and irresistible discounts, BPerfect created urgency that had viewers clicking "buy" faster than you can say “add to cart.” Hourly giveaways kept the excitement alive, making the livestream even more engaging.

@bperfectcosmetics MASSIVE 12 HOUR LIVE 🕺🪩 join us for our BIGGEST LIVE YET! 🤩 #live #BPerfectCosmetics #bperfect #skinstudio #new ♬ original sound - BPerfect Cosmetics

The Results? A Showstopper

• +108% GMV Uplift: Week-over-week sales growth showed just how effective the LIVE strategy was.
• +311% Engagement: With viewers sticking around for longer periods, the campaign proved that interactive content keeps audiences hooked.
• 33,000 Live Views: The 12-hour stream attracted an engaged, captivated audience ready to shop and interact.

The Final Takeaway

BPerfect’s May Deals campaign demonstrates that when it comes to TikTok Shop, a well-executed LIVE event can drive massive sales and deep customer loyalty. With a blend of exclusive deals, exciting giveaways, and founder-driven authenticity, they turned their livestream into a shopping experience viewers couldn’t resist.

Looking Ahead

Want to replicate BPerfect’s success? Lean into the power of TikTok’s LIVE shopping features, personalize your events, and keep things interactive. Don’t just sell products—create an experience!

3. Jordana Ticia Cosmetics: Storytelling that Delivered a 239% GMV Increase

Jordana Ticia Cosmetics took TikTok by storm by embracing the art of storytelling, and the results were nothing short of spectacular. Rather than simply selling products, they sold stories—stories that resonated with their audience, creating an authentic connection that drove a massive 239% increase in GMV.

Here’s how they turned their TikTok strategy into a beauty powerhouse:

The Strategic Sparkle

• TikTok-First Content Strategy: Jordana Ticia Cosmetics put TikTok at the center of their marketing plan, pushing out a mix of Short Videos and scheduled LIVEs to engage their community. They didn’t just show products—they made content that felt like part of a bigger conversation.
• Storytelling with a Personal Touch: They knew that TikTok users love real people, not faceless brands. By featuring team members and highlighting the human side of their company, they built trust and fostered a deeper connection with their audience.
• Engagement-Driven Content: From showcasing product benefits in creative ways to telling stories about how their cosmetics fit into daily life, Jordana Ticia’s content captivated their audience and kept them coming back for more.

@jordanaticiacosmetics Did somebody say LIVE OF THE YEAAAR ❤️‍🔥✨🚨 #jordanaticiacosmetics #jtc #makeupbrand #tiktoklive ♬ original sound - Clintonjoshuaofficial

The Results? A Glow-Up

• 239% GMV Increase: A massive sales boost that proves the power of content-driven strategies.
• 25% Increase in AOV: More engagement = more purchasing power. Customers bought more after being drawn in by relatable content.
• $1 Million from Affiliate Marketing: Leveraging affiliate partnerships added an extra layer of growth to the campaign.

The Final Takeaway

Jordana Ticia’s success is a prime example of how storytelling and authenticity can be game-changers on TikTok Shop. By humanizing their brand and creating relatable, engaging content, they connected with their audience in a way that drove both loyalty and sales.

Looking Ahead

For beauty brands looking to make an impact, it’s time to move beyond just product demos and tap into the power of storytelling. Show your audience who you are, not just what you sell.

4. Forever Sundays: How TikTok Shop and E-commsult Turned Sculptan into a Tanning Sensation

Forever Sundays, the new kid on the tanning block, went from humble beginnings to TikTok Shop stardom with a little help from E-commsult. This beauty consultancy turned Forever Sundays’ tanning product, Sculptan, into a social media sensation through a savvy mix of influencer partnerships, organic content, and strategic use of TikTok Shop’s tools.

Here’s how they made it happen:

The Strategic Glow-Up

• Hero Product Selection: Sculptan, the star of the show, was the key product driving the campaign. The focus was squarely on this new tanning product to build hype and drive awareness.
• Creator Collaboration: Teaming up with up to 100 creators a week, from macro to nano influencers, Forever Sundays tapped into TikTok’s creator ecosystem. Top-tier creators were used for Spark Ads, while nano influencers generated organic reviews, creating a buzz that felt authentic and trustworthy.
• Multi-Tiered Content Strategy: By blending influencer content with organic, user-generated videos, they hit the sweet spot of relatability and visibility. Spark Ads amplified the reach of top influencers, ensuring broader exposure.

@elizabethmarleymakeup Forever Sundays Sculpt Tan Tutorial @Foreversundays 🌴✨ The easiest way to fake tan your face! #foreversundays #sculpttan #faketancontour #tiktokmademebuyit ♬ original sound - Elizabeth Marley Makeup

The Results? A Sun-Kissed Success

• 6 Million Video Impressions: In just 14 weeks, the campaign reached millions of users, fueling brand visibility.
• 700% Sales Growth: Forever Sundays sold over 10,000 units, proving the power of TikTok Shop for rapid sales growth.
• TikTok Shop Stardom: After just six months, Forever Sundays became a “star account” due to their consistent success and high performance.

The Final Takeaway

Forever Sundays’ rise to TikTok Shop stardom shows that a well-executed creator strategy, paired with authentic content and smart use of TikTok Shop’s tools, can elevate a brand to new heights. By prioritizing product authenticity and engagement, they built trust and saw sales soar.

Looking Ahead

For beauty brands looking to scale quickly, embracing multi-tier creator partnerships and leveraging TikTok’s features is a proven path to success. And remember, it’s not just about selling—it’s about building a relationship with your audience.

5. HNB Cosmetics: Scaling Up with Fulfillment by TikTok (FBT)

HNB Cosmetics, a luxury vegan beauty brand, faced a major hurdle—long shipping times that left customers frustrated and orders piling up. But in a brilliant move, they turned to TikTok Shop's Fulfillment by TikTok (FBT) service to streamline their logistics, and the results were nothing short of transformative.

Here’s how they boosted their business and customer satisfaction in one smooth move:

The Strategy Glow-Up

• Switching to FBT: Tired of long lead times and chaotic fulfillment, HNB Cosmetics switched to FBT, which handled everything from storage to shipping. This freed up their team to focus on growing their business, rather than wrangling with logistics.
• Improved Efficiency: FBT’s streamlined logistics helped HNB Cosmetics scale quickly, reducing shipping times and allowing them to fulfill more orders in a fraction of the time. This not only helped them meet growing demand but also reduced shipping costs.
• Focus on Growth: With the logistical side taken care of, HNB Cosmetics was able to put more effort into marketing and content creation—exactly where their passion lies.

@hnbcosmeticsNew Muted Blush shades coming soon…♬ Waves - WXLIFXS

The Results? Magic in Motion

• 125% Increase in Monthly Orders: In just three months, HNB saw a massive jump in order volume, signaling strong growth.
• 52% Reduction in Shipping Times: Speedy shipping = happy customers. HNB Cosmetics improved delivery efficiency and customer satisfaction.

The Final Takeaway

By switching to FBT, HNB Cosmetics proved that optimizing your logistics isn’t just about efficiency—it’s about enabling business growth. With the operational side streamlined, they could focus on what matters: scaling up and delivering a great customer experience.

Looking Ahead

If your brand is ready to grow, take a page out of HNB Cosmetics’ book. Use TikTok Shop’s FBT service to scale quickly, optimize fulfillment, and keep customers coming back for more.

6. Doll Beauty: Mastering the Art of Livestreaming on TikTok Shop

When Doll Beauty made its mark in 2016, it started with a modest lash collection that soon became the talk of the town. Fast forward to 2025, and the brand is making waves on TikTok Shop, proving that consistent, interactive livestreams can supercharge brand growth and sales.

Here’s how Doll Beauty turned their livestream strategy into a success story:

The Livestream Glow-Up

• Increased Livestream Frequency: Recognizing the potential of TikTok’s LIVEs, Doll Beauty ramped up their livestreams from just 1-2 per week to 3-5. They experimented with timing and content, ensuring they captured their audience at the most opportune moments with content that spoke directly to them.
• Diverse Content: Whether it was the excitement of Mystery Box specials, behind-the-scenes glimpses of the team in action, or educational makeup tutorials, Doll Beauty kept the content fresh and fun, while reinforcing brand authenticity.
• Interactive LIVEs: Doll Beauty didn’t just showcase products; they interacted with viewers, hosted giveaways, and offered exclusive deals, creating an immersive shopping experience that kept audiences coming back for more.

@__dollbeauty_ Join us live today #tiktoklive #fyp ♬ original sound - Doll Beauty

The Results? A Major Beauty Boom

• 114% Increase in Self-LIVE Sales: A clear win for the power of livestreaming.
• 80% Sales Growth: Doll Beauty’s engaging livestreams led to a significant rise in their overall sales, showing that consistent content pays off.

The Final Takeaway

Doll Beauty’s TikTok Shop success proves that livestreaming isn’t just a trend—it’s a powerful tool for increasing sales, building brand loyalty, and creating authentic connections with your audience. With a regular stream of engaging, interactive content, you can turn your followers into loyal customers.

Looking Ahead

Brands, it’s time to go live! Take a note from Doll Beauty—mix things up with frequent, interactive livestreams and see how it impacts your brand.

Embracing Innovation in Beauty on TikTok Shop

The beauty and skincare industry is thriving on TikTok Shop, thanks to strategies like live shopping, influencer collaborations, and community-driven content. Brands can leverage these tools to boost engagement, create authentic connections, and drive sales.

As live events and creator partnerships continue to dominate, beauty brands should experiment with these features to enhance visibility and customer loyalty. The future is interactive—so get creative and lead the charge!

About the Author

Kalin Anastasov

Writer

Kalin Anastasov plays a pivotal role as an content manager and editor at Influencer Marketing Hub. He expertly applies his SEO and content writing experience to enhance each piece, ensuring it aligns with our guidelines and delivers unmatched quality to our readers.