Low prices, high spend: How TikTok livestreams are reviving fast beauty

By Jo Allen | Published: 16-Jul-2025
Retail

TikTok may be the home of budget beauty, but livestreams are fuelling bigger order values and faster buys

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This article will be published in the Budget Beauty Trend Report. Receive your copy here

Underconsumption core, ‘Project Pan’ and the ‘no buy’ movement may all still be gaining traction on TikTok and beyond, but beauty is no stranger to opposingtrends.

Fast consumption also continues to flourish, particularly when it comes to buying budget and affordable beauty brands, and livestreams have become the near-perfect model for accelerating purchase volume and basket size.

TikTok Shop has seen a 200% growth in UK shoppers buying beauty on the platform over the past year, according to Kantar, while data from e-commerce intelligence firm Charm.io has found that livestreams now account for a third of TikTok’s revenue sales in the UK, where it is performing particularly well, and 23% in the US.

Livestreams, which often offer perks such as free shipping, £1 items, deep discounts and giveaways, can drive higher than average order values – extremely high in some cases.

On a recent P.Louise livestream, the average order value was £90, and Emily Caine, Head of Beauty at TikTok Shop says that the brand, which was built on having an accessible price point to offer inclusivity, also now offers a range of price points for different customers, and full collections which sell out.

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