The Tamesis
Mac Cosmetics has launched on TikTok Shop this week. The Estée Lauder Companies-owned cosmetics brand already operates more than 500 stores in more than 120 countries, but this may be its biggest launch yet as it connects with TikTok’s 1 billion monthly active users and joins the booming world of beauty social commerce. In the UK alone, a beauty product is sold every second on TikTok Shop.
The move comes at a time when Mac is facing challenges. At parent company ELC, the cosmetics categories Mac Cosmetics, Bobbi Brown, Estée Lauder and Too Faced are experiencing a slowdown due to fierce competition and market saturation. In fiscal 2025, ELC cosmetics sales fell by 5%, and in the second quarter of fiscal 2026, the category still faced headwinds, with sales falling by 1% quarter-on-quarter. The group detailed that the losses were due to “retail weakness” at Mac Cosmetics and declines in Estée Lauder and Bobbi Brown face products, as well as Too Faced lip and eye products.
In response, Mac Cosmetics is rethinking its retail offerings to meet the needs of the modern consumer. In March, the brand launched into Sephora and online beauty retailer Cult Beauty, joining the likes of Charlotte Tilbury, Hourglass and Nars Cosmetics.
But the move to TikTok Shop is its most sweeping change yet. Now, Mac joins rivals facing challenges from popular young brands like Wonderskin, Sacheu Beauty and Glow For It. US beauty retailer Ulta Beauty also joined TikTok Shop in March. “We’re going to go where the consumer is in a very bold and thoughtful way. We want to go where the consumer is shopping, not necessarily where we feel comfortable,” said Sara Staniford, vice president and general manager of Mac Cosmetics, Bobbi Brown and Too Faced. “The TikTok Shop has been growing and now feels like the perfect time to join because people are now really engaged and understanding what it is.”
More than 200,000 businesses in the UK are active on TikTok Shop, and since the launch of the shopping function in 2021, the beauty category has grown by 60% year-on-year. According to Emarketer, e-commerce sales are expected to exceed $28 billion by 2027. “As more brands lean towards connecting with customers in real-time, live streaming shopping sessions in the beauty category are up 90% over last year,” said Emily Caine, head of beauty at TikTok Shop. “The fusion of entertainment, education and discovery is why beauty is performing so strongly.”
