MAC Cosmetics will launch on TikTok Shop UK next month with a new scheme that brings live content creation into its physical spaces, aiming to connect “social discovery with in-store retail in new ways”.
The Estée Lauder Companies-owned make-up brand’s new discovery commerce model on the social selling platform will combine live broadcast studios held inside its retail stores with a MAC Cosmetics Artist employee affiliate programme.
Products will be available to purchase directly through TikTok Shop, but will be brought to life via live broadcasts hosted by MAC Cosmetics MUAs in-store.
This will enable artists to host tutorials, demonstrations and interactive sessions directly from retail spaces, as well as unveil exclusive product drops and early access to new launches.
The brand claims the activity will “drive discovery and traffic back to MAC stores and retail partners across the UK, creating halo impact across the brand’s wider retail network”.
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It also builds on MAC Cosmetics “strong early momentum” on TikTok Shop in the US, where the brand claims it is among the fastest-growing beauty and personal care brands on the platform in 2025.
“MAC has always been driven by our artists and the communities they create,” said Sara Staniford, VP/GM MAC Cosmetics, Bobbi Brown and Too Faced Cosmetics UK&I.
“TikTok Shop gives us an exciting new way to celebrate that creativity and connect with beauty lovers in real time.
“It puts our artists exactly where they belong, at the centre of the conversation.”
MAC Cosmetics Studio Radiance Foundation
MAC Cosmetics first retail location to operate as a live studio for TikTok Shop UK will be on Carnaby Street, London, with the first stream taking place on 2 April.
The concept will soon be rolled out to other freestanding MAC Cosmetics stores in the UK.
Every MAC Cosmetics employee has the opportunity to opt-in as an affiliate and sell on the platform, with dedicated training delivered by the company in partnership with TikTok Shop.
This will enable MAC Cosmetics Artists to create content, host live sessions and recommend products directly to their communities.
Ahead of MAC Cosmetics UK launch on TikTok Shop, the company conducted an internal casting call to identify UK-based artists to serve as the faces of the live channel.
This opportunity was open to employees of all ages, races and genders, and the process is said to reflect the brand’s “long-standing commitment to inclusivity and creative expression”.
The selected hosts will be revealed as MAC Cosmetics goes live on TikTok Shop UK on 2 April.
Emily Caine, Head of Beauty at TikTok Shop UK, said the platform is “delighted” to welcome MAC Cosmetics.
Caine added: “Their innovative launch built on empowering employees as creators and bringing live shopping into its retail spaces perfectly captures how community and creativity drive discovery and shopping on our platform.
“By meeting beauty lovers where they are with authentic, entertaining experiences, MAC showcases the power of discovery commerce that defines TikTok Shop."
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