TikTok’s live shopping feature has become essential for beauty brands. While live shopping used to be reserved for older consumers on cable TV, TikTok Live is transforming product demos into entertainment and giving Gen Z a front-row seat to real-time recommendations. In 2024, creators and brands streamed over 8M collective hours of shopping content, proof of how commonplace it’s become, and primarily because the format fits Gen Z’s desire for authenticity and immediacy. Success stories span brands of all sizes: P.Louise sold $2.7M in 14 hours during one stream, while POV Beauty hit $12K in 12 minutes thanks to creator Mikayla Nogueira’s influence. TikTok’s GM of Beauty says, “Gen Z, in particular, tends to trust creators they can relate to,” and calls live streaming “discovery commerce” now, with four in five users finding new brands or products through TikTok Shop. (Glossy)
🔮 YPulse Predicted: In 2025, livestream shopping will finally break through to Gen Z
