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

TikTok viral beauty brand Made by Mitchell has become the first-ever UK business to hit $1 million in revenue in one day on TikTok Shop.

As part of TikTok Shop’s Summer Sale event, 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.

The 12-hour session saw one product sell every second and resulted in $830,000 in sales, contributing to the beauty brand hitting the $1 million TikTok Shop milestone in just 24 hours.

During the LIVE event, Halliday was joined by several TikTok creators, including Amelia Olivia, makeup artists Hollie Flynn and Becky Morgan, and former Love Islander Mary Bedford, who all showcased the brand's products throughout the sale event.

Made by Mitchell also used the platform to exclusively launch eight new products to over 600,000 people who tuned in.

"I am so proud to be the first beauty brand in the UK to hit the $1 million in one day milestone on TikTok Shop," said Halliday.

"We put everything into making our 12 hour LIVE event the most exciting, engaging and enjoyable shopping experience for our audience in true Made By Mitchell style - just by being our authentic selves and it paid off.

"Last year, I celebrated making two million in a week, so hitting this epic figure in one day just shows the power and potential of TikTok Shop.

"This is a moment in history not just for Made By Mitchell but the beauty industry at large, and shows how live shopping has the potential to grow businesses at scale, in a way that just isn't possible on other platforms."

Established in 2020, Made by Mitchell was born from Halliday's love for making products for makeup addicts and self-expressionists.

The brand quickly became one of the hottest merchants on TikTok Shop, with its viral content helping rack up more than 25.3 million likes.

Its latest achievement comes after Stormi Steele, the founder of Canvas Beauty, became the first creator on TikTok in the US to earn over $1 million during a single LIVE session earlier this month, and highlights the opportunity for beauty businesses on the social media platform.

Last month, TikTok published a new handbook on how small to medium sized beauty businesses can better connect with consumers on the app. It came as figures revealed that 52% of users have gone on to make a purchase after interacting with SMB content on TikTok.

Read TheIndustry.beauty's feature on how beauty brands can leverage TikTok to drive growth here.