MAC unveils 'UK-first' affiliate programme ahead of launch on TikTok Shop
MAC Cosmetics is launching on TikTok Shop in the UK next month, introducing a discovery commerce model that combines live broadcast studios within its retail stores with an employee affiliate programme.
The initiative aims to bring MAC to a new generation of consumers on the platform. Products will be available for purchase directly through TikTok Shop, brought to life through live broadcasts hosted by MAC Artists.
The first shoppable show will stream from MAC’s Carnaby Street store in London, its first retail location to function as a live studio for TikTok.
Following the launch, additional MAC stores across the UK will be equipped to host live broadcasts, enabling artists to present tutorials, product demonstrations and interactive sessions from retail spaces.
Programming will also include exclusive product drops and early access to new launches, designed to drive engagement on TikTok while also encouraging traffic to MAC stores and retail partners across the UK.
In a first for a UK beauty brand, all MAC employees can also opt into TikTok Shop’s affiliate programme. With dedicated training in partnership with TikTok Shop, MAC Artists will be able to create content, host live sessions, and recommend products directly to their communities.
Sara Staniford, VP/GM at MAC, Bobbi Brown and Too Faced Cosmetics UK&I, said: "MAC has always been driven by our Artists and the communities they create. TikTok Shop gives us an exciting new way to celebrate that creativity and connect with beauty lovers in real time. It puts our Artists exactly where they belong, at the center of the conversation."
The UK launch follows MAC’s early momentum on TikTok Shop in the US, where the brand became one of the fastest-growing beauty and personal care brands on the platform in 2025.
Emily Caine, Head of Beauty at TikTok Shop UK, said: "MAC's innovative launch built on empowering employees as creators and bringing live shopping into its retail spaces perfectly captures how community and creativity drive discovery and shopping on our platform.
"By meeting beauty lovers where they are with authentic, entertaining experiences, MAC showcases the power of discovery commerce that defines TikTok Shop."
The first live broadcast from MAC’s Carnaby Street store will take place on 2 April, marking the brand's official launch on TikTok Shop in the UK.
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