TikTok Shop expects holiday beauty sales to come in well above last year, with more brands hosting their own livestreams, Ajay Salpekar, its GM of beauty, food and beverage, told Erica La Sala at Beauty Independent. Growth in the category is cooling, however, with beauty and personal care sales up 39% year over year to $992.9 million in Q3, down from 96% growth in Q1, per Charm.io estimates. Salpekar said live video suits beauty because hosts can demonstrate products and answer viewers in real time, and TikTok Shop added Auction Live this year so brands can run timed auctions mid-stream. He said brands now plan their TikTok Shop holiday assortments months ahead, and E.l.f. Cosmetics will run the platform’s first global Super Brand Day across several markets later this month.
