P.Louise breaks own record as it sells $2.7 million in 14 hours on TikTok Shop
If you need proof of TikTok Shop’s power, look no further than viral beauty brand P.Louise, which generated over $2.7 million (£2 million) in sales during a 14-hour live event last weekend.
The session saw the business shatter its own 12-hour TikTok Live sales record in just 10 hours and 8 minutes, averaging £143,000 in sales per hour, with over 31,000 orders and 35,000 items sold.
Now holding both the first and second place TikTok Live records across the UK and EU, P.Louise announced it is now ranked number one on TikTok Shop overall.
The live event, held on Sunday 31 August, to pre-launch its Christmas range, attracted millions of viewers who purchased festive exclusives and advent calendars ahead of the collection's official launch.
In fact, the brand's two advent calendars made up 17% of all items sold during the event. Of those sales, the Cruising Home for Christmas calendar accounted for 40%, while the 12 Sleighs of Christmas calendar contributed the remaining 60%.
By spotlighting curated gift sets and bundles, P.Louise also boosted its average order value to $80 - up from $20 in 2024.
Paige Williams, founder and CEO of P.Louise, said: "We knew no one had been able to touch our record all year. Instead of playing it safe, in true P.Louise style, we went bigger, braver, and proved what’s possible when you put community and creativity first.
"This wasn’t just about sales, it was about creating moments and memories for our customers in the run-up to Christmas."
Jan Wilk, Head of TikTok Shop UK, added: "TikTok Shop has democratised the beauty industry by supporting founder-led brands to be discovered by millions.
"P.Louise’s live kicked off Christmas shopping with a bang on TikTok Shop, with 12+ hours filled with festive fun, entertainment and great products. We are super proud of Paige and the team for setting this new record that showcases the true power of LIVE shopping."
Founded by Williams with a £20,000 loan from her Nan and a vision to change the way we approach makeup, P.Louise has grown into one of TikTok’s beauty powerhouses.
Now expanding beyond the screen, the brand is set to make its retail debut this autumn with the opening of its first permanent store. Located in Manchester’s Trafford Palazzo, the 19,000 sq ft space aims to "revolutionise the beauty retail experience", complete with dance floors, juice bars, and more.
