Mac cosmetics bets big on tiktok shop as beauty market faces turbulence
Mac Cosmetics is making a bold move into the burgeoning world of social commerce, launching on TikTok Shop this week. The Estée Lauder Companies-owned brand is betting that connecting with the platform's 1 billion monthly active users can revitalize sales amid a challenging period for the Beauty industry.
Mac's pivot: a risky gamble amidst declining sales
The expansion comes as parent company Estée Lauder Companies (ELC) grapples with a slowdown in its makeup division. Sales of makeup categories, including Mac Cosmetics, Bobbi Brown, Estée Lauder, and Too Faced, have seen declines in recent quarters, a result of intense competition and market saturation. ELC reported a 5% drop in makeup sales for fiscal year 2025 and a 1% decrease in the second quarter of fiscal year 2026.
The strategy to stay relevant? Mac is embracing a new approach to distribution, recognizing the shifting sands of consumer behavior. The brand's entry into TikTok Shop represents its most significant shift yet, positioning it alongside emerging viral labels like Wonderskin and Sacheu Beauty.
“We’re going where our consumers are in a really bold and deliberate way,” says Sara Staniford, vice president and general manager of Mac Cosmetics, Bobbi Brown, and Too Faced. “TikTok Shop has been evolving and this feels like the perfect time to join because people are really engaged now and understand what it is.”
The platform’s appeal is undeniable. In the UK alone, one Beauty product is sold every second on TikTok Shop. Live shopping sessions within the Beauty category have surged by 90% since 2021, with e-commerce sales projected to reach over $28 billion by 2027, according to Emarketer.
Mac is treating the launch with a high-stakes approach. The brand held auditions for makeup artists to become TikTok hosts, providing them with intensive training. A test live broadcast at the end of March exceeded expectations, drawing over half a million viewers and generating 500,000 likes and 1 million impressions – a 42% overperformance. Clicks to the live broadcast surpassed estimates by 107%.
Instead of relying on discounts, Mac Cosmetics will focus on value-driven bundles curated by its hosts. The brand is also leveraging its extensive network of influencers and professional makeup artists. Earlier this year, Mac appointed Nicola Formichetti as its global creative director and has tapped celebrities like Kris Jenner and Doja Cat for campaigns.
The brand is also expanding its affiliate program, offering all employees the opportunity to earn commission by selling products to their followers. TikTok users with over 500 followers can also participate.
“It’s not just about the sales with TikTok Shop and that’s what everybody underestimates,” explains Staniford. “It will help us drive footfall into stores, which retailers have already seen from brands that have already done it.” Mac is not discounting prices on the platform, maintaining its premium positioning within the market.
The brand will leverage its Carnaby Street store in London as a primary hub for live broadcasts, with plans to expand to other locations. The broadcasts, lasting up to six hours, will feature tutorials, demos, exclusive drops, and early access to new launches. This commitment to artistry-driven content signals a strategic realignment—one that recognizes the power of direct consumer engagement.
The move is part of a broader strategy to connect with consumers beyond traditional retail channels. For many Beauty brands, TikTok Shop offers a critical pathway to relevance—and to sales—in a rapidly evolving digital landscape. The platform’s appeal rests on its ability to blend entertainment, education, and discovery.
Mac Cosmetics' bet on TikTok Shop isn't just about adapting to consumer behavior; it's a calculated maneuver to recapture attention and drive revenue in a competitive market, a gamble that could reshape the future of beauty retail.