P.Louise has broken the record for generating the most sales on TikTok Shop with the pre-launch of its Christmas collection, including two new advent calendars.
During a live showcase, the viral beauty brand hit US$2.7m (£2m) sales in just 14 hours – the equivalent of £143,000 per hour.
This beat the previous record the brand held of $2m in 12 hours, which it achieved last year.
P.Louise’s average order value hit $80 as it focused on its festive collection,including curated gift sets and bundles, as well as advent calendars.
Previously the brand’s TikTok Live events focused on entry-level products, averaging $20 per order in 2024.
This year, the brand has created two advent calendars ahead of the festive season.
The Cruising Home for Christmas Advent Calendar contains 25 days of make-up and skin care worth £708, priced at £250.
The design features four Christmas-themed vehicles sitting on a curved road which light up, and promises new products exclusive to the festive range.
A second 12 Sleighs Of Christmas Advent Calendar offers 12 days of skin and lip care worth £200 priced at £110.
“We knew no one had been able to touch our record all year,” said Paige Williams, founder and CEO of P.Louise.
“Instead of playing it safe, in true P.Louise style, we went bigger, braver, and proved what is possible when you put community and creativity first.
“This was not just about sales, it was about creating moments and memories for our customers in the run-up to Christmas.”
P.Louise now holds TikTok Shop’s Live record in first and second place in the UK and EU, and is ranked as the social media platform’s number one overall brand, as well as being top in the cosmetics and skin care categories.
Jan Wilk, Head of TikTok Shop UK, said: “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.”