From Scrolls to Sales: How TikTok Live Commerce is Transforming the Beauty Industry

From a platform known for viral dances and beauty tips, TikTok has swiftly transformed into a global shopping hub, redefining the retail landscape, especially in the beauty industry. What initially began as influencer-generated content has now burgeoned into a billion-dollar ecosystem, enabling brands to engage with customers in real-time. This rapid evolution underscores the urgency for businesses to adapt to the changing dynamics of commerce.

Image credit: Glossy (2025). “TikTok Live Shopping is proving lucrative for beauty brands across categories.” Photo by Glossy Media.

The New Look of Social Commerce

In the age of social commerce, the traditional model of buying things after a commercial has shifted. Now, consumers can make purchases while engaging with the content. With TikTok's Live Shopping feature, users can watch creators try out products, ask questions, and make purchases all in one place. This seamless journey has led to significant growth, especially among Gen Z and millennials who prioritize authenticity over traditional advertising methods. Glossy (2025) notes that brands such as GoPure, Phlur Fragrances, and Hero Cosmetics have achieved record-breaking sales through TikTok Live events, with some product lines selling out in just a few minutes. Consumers don't just watch Chriselle Lim, the founder of Phlur, talk about her Vanilla Smoke Body Mist; they also purchase it, all within the duplicate content they are engaging with.

How It Works

Authenticity is the cornerstone of TikTok's success. The platform's algorithm thrives on real people using real products in unscripted, real-life situations. Beauty influencers like Mikayla Nogueira, Alix Earle, and Hyram Yarbro have harnessed this authenticity to build empires, a feat that traditional advertising can never replicate. This underscores the paramount importance of trust in modern marketing. Brands are changing very quickly. Now, L'Oréal, Estée Lauder, and Rare Beauty by Selena Gomez hold live shopping events every week. Sephora utilizes TikTok Live to showcase seasonal looks by makeup artists, while Fenty Beauty employs live Q&A sessions with ambassadors to connect with fans worldwide.

People in Asia already live commerce as part of their culture. Douyin, the Chinese version of TikTok, does billions of dollars in business every day. Influencers like Austin Li, known as "The Lipstick King," sell thousands of lipsticks during a single livestream. As Amazon Live, YouTube Shopping, and Instagram Live Commerce fight for viewers' money, Western markets are quickly catching up.

Data, Engagement, and the Future of Marketing

TikTok Live is a goldmine for marketers, not just in terms of revenue but also in terms of data. Every comment, click, and share provides you with a better understanding of what customers want. In contrast to traditional e-commerce, where metrics are only available after a purchase, live commerce gives you instant feedback.

AI-powered analytics are revolutionizing the way brands like Charlotte Tilbury, e.l.f. Cosmetics and Clinique operate during live events. These analytics enable brands to dynamically adjust prices, inventory, and messages based on real-time data. For instance, if a particular product is receiving a lot of positive feedback during a live event, the brand can instantly adjust its marketing strategy to capitalize on this trend. Fashion houses like Dior and Prada are also leveraging these analytics, experimenting with hybrid digital events that combine fashion shows with live streams, enabling shoppers to make purchases while the event is still in progress.

Luxury is even becoming social. Gucci's virtual try-on lenses, Louis Vuitton's livestream runway shopping, and Burberry's WeChat drops demonstrate how the lines between shopping, entertainment, and digital storytelling are becoming increasingly blurred.

The New Brand Playbook and Celebrity Power

Celebrities are no longer just used to promote products; they are now selling them directly. Figures like Selena Gomez, Kylie Jenner, and Hailey Bieber are not only selling products but also appearing on live TV to do so and answer fans' questions in real-time. This direct interaction between celebrities and their fans builds trust and encourages interaction, which is crucial in marketing. This shift in the brand playbook, where celebrities are not just endorsers but also direct sellers, is a testament to the power of live commerce in building connections and driving sales.

The structure of TikTok Live Commerce also levels the playing field, allowing smaller brands to compete with global giants. Indie labels like Tower 28, Glossier, and Glow Recipe are leveraging live streaming to showcase authentic skincare routines, catering to an audience that craves genuine experiences over polished ads. This highlights the promising opportunities that TikTok Live Commerce offers for smaller brands.

What Marketers and Future Business Leaders Can Learn

Live commerce is the next step in interactive marketing, which combines entertainment, psychology, and data analysis. It's not enough to sell things; you have to build a community. Every livestream is an opportunity to connect, teach, and convert viewers into customers immediately.

The future of e-commerce will be live, immersive, and focused on people. AI and AR will continue to enhance personalization, from virtual try-ons to recommendations that adapt based on your emotional state.

Our business programs at Raffles get students ready to lead this change. Students learn how to navigate the quickly changing world of social commerce, brand storytelling, and digital entrepreneurship by combining creativity, data literacy, and cross-cultural business knowledge.

Professor Simon LEUNIG

President, Raffles Kuala Lumpur, Malaysia

References

Glossy. (2025). TikTok Live Shopping is proving lucrative for beauty brands across categories. Retrieved from https://www.glossy.co/pop/tiktok-live-shopping-is-proving-lucrative-for-beauty-brands-across-categories/

BBC News. (2024). How TikTok changed global shopping habits. Retrieved from https://www.bbc.com

Business of Fashion. (2024). Social commerce: The next frontier of retail. Retrieved from https://www.businessoffashion.com

Forbes. (2025). The rise of live commerce and the future of influencer marketing. Retrieved from https://www.forbes.com

Harper’s Bazaar. (2024). Inside beauty’s new live shopping revolution. Retrieved from https://www.harpersbazaar.com

Statista. (2025). Global live commerce market size and growth projections. Retrieved from https://www.statista.com

Vogue Business. (2025). Luxury goes live: How designer brands are embracing real-time shopping. Retrieved from https://www.voguebusiness.com