Inside Leighton Denny’s reboot of live shopping for the social media era

Nail industry veteran Leighton Denny MBE is returning to live selling, this time on social media, as he adapts his namesake brand to the new era of interactive e-commerce.

On 16 October at 7 pm, Denny will host his first-ever Facebook and Instagram Live Shopping Show, marking his return to the real-time retail format that first propelled his brand to prominence on QVC over two decades ago.

The event, Live with Leighton Denny, will feature product demonstrations, exclusive offers and expert-led tutorials, but its significance lies in what it says about the changing face of digital retail.

"Live shopping has always been part of my DNA – it’s where the Leighton Denny brand truly began," Leighton Denny told TheIndustry.beauty. "Coming back to live shopping now feels like taking the brand back to its roots, but in a whole new format. The technology has evolved, the platforms are different, but the essence is the same – engaging directly with people, offering real expertise, and bringing that sense of authenticity that defines everything I do."

Denny added that the return to live selling is both nostalgic and strategic: "From a business perspective, this is about evolving with the customer. Today’s audience wants immediacy, interactivity, and authenticity – and live shopping delivers all of that."

While live shopping has long dominated markets such as China, Western beauty brands are now experimenting with the format again as social commerce infrastructure matures. Platforms including Meta, TikTok and YouTube have been investing heavily in integrated checkout tools, helping brands bridge the gap between content and conversion.

For Denny, the move marks a return to the hands-on, demonstration-led approach that originally built his brand, but reimagined for a digital-first generation. His live show could serve as a test case for how legacy beauty entrepreneurs can use social commerce to reconnect with consumers and drive growth.

As Denny summed it up: "It’s the perfect blend of experience, entertainment, and innovation — and I’m thrilled to bring that original Leighton energy back to screens in a modern, digital way."