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Editors' Top Reads: News from Made by Mitchell, Elemis and more...

TheIndustry.beauty Team
28 June 2024

Here are some of this week’s news and features highlights handpicked by TheIndustry.beauty team.

Made by Mitchell x

Made by Mitchell hits UK record as it sells $1 million in 24 hours on TikTok Shop 

It has been a busy week in the beauty industry, making it quite difficult for me to choose my top reads this week. However, this particular achievement by Made by Mitchell stood out. If you're on the beauty side of TikTok, which I very much am, this will be a familiar brand. There's not a day that goes by that I don't see a product from Made by Mitchell on my FYP. So, the fact that it has become the first-ever UK business to hit $1 million in revenue in one day on TikTok Shop isn't too surprising, but it is pretty amazing!

As part of TikTok Shop’s Summer Sale event earlier this week, founder Mitchell Halliday hosted a 12-hour LIVE session from Manchester, offering exclusive discounts on some of his most viral products, such as his Liquid Blursh, Lash Lacquer Mascara and Blurshed Bronzed Liquid Bronzer. It also used the platform to launch eight new products to over 600,000 people who tuned in.

The 12-hour session saw a whopping one product sell every second and resulted in $830,000 in sales, contributing to the Manchester-based brand hitting the $1 million TikTok Shop milestone in just 24 hours. Now, if this doesn't highlight the opportunity for beauty businesses on the social media platform, I don't know what will!

Sophie Smith News Editor & Senior Writer. 

L'Occitane x Sol de Janeiro

Sol de Janeiro's wholesale strategy sees L’Occitane's sales soar

There's something in the water - or Brazilian Bum Bum Cream - at Sol de Janeiro that shoppers can't get enough of. Whether it's the brand's famous scents or luxurious body butters, the viral sensation is once again keeping L’Occitane International S.A.'s sales on the up. I've tried a handful of their products and trust me, I get the hype, especially when it comes to this millennial trying to get brownie points from Gen Zers.

When L’Occitane Group purchased the Brazillian-founded company, it hit the jackpot. This week, L’Occitane International S.A revealed its net sales were up 24.1% to exceed the €2.5 billion milestone for the year ending 31 March 2024. The company’s sales growth was once again driven by the strong performance of Sol de Janeiro while its other brands, L’Occitane en Provence and Elemis, continued to cruise.

The company's operating profit margin was 12.1% on a management basis following a conscious decision to increase marketing investments in key markets. Now, we can expect Sol de Janeiro to hit more shelves, in addition to Boots, ASOS, Cult Beauty, and more, as the company focuses on expanding its wholesale strategy.

Chloé Burney, Senior News & Features Writer.

The Interview: Co-founder Noella Gabriel on the opening of Elemis' first-ever UK store

It's been an exciting week for the Elemis team, as the brand opened its first-ever standalone UK store in London's Covent Garden. Located at 23 Monmouth Street, the new store promises to fully immerse customers in the world of skin wellness through interactive in-store features, from a product play table and sensorial scent experience to exclusive facial treatments, new product launches, and more.

Noella Gabriel, Co-founder and Global President of Elemis, speaks to TheIndustry.beauty all about the new store, its design and experiences, the appeal of physical retail, why it's located in Covent Garden, and whether there's plans for additional UK stores. An insightful interview with superb imagery - I certainly can't wait to see it in person!

Sophie Smith News Editor & Senior Writer. 


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