MAC Cosmetics Expands Digital Presence with TikTok Shop Launch

MAC Cosmetics has launched on TikTok Shop, integrating live shopping events hosted by in-store makeup artists to engage with TikTok's extensive user base. The Estée Lauder Companies-owned brand aims to connect with TikTok's 1 billion monthly active users and tap into the growing beauty social commerce sector. In the UK, one beauty product is sold every second on TikTok Shop.

This initiative comes as MAC faces challenges in the makeup category, with parent company ELC reporting a 5% decline in makeup sales in fiscal 2025 and a 1% decrease in the second quarter of fiscal 2026. The downturn is attributed to intense competition and market saturation.

To adapt, MAC is expanding its retail strategy. In March, the brand entered Sephora and online retailer Cult Beauty, joining peers like Charlotte Tilbury and Nars Cosmetics. The move to TikTok Shop represents a significant shift, positioning MAC alongside viral brands such as Wonderskin and Glow For It. US beauty retailer Ulta Beauty also joined TikTok Shop in March.

"We're going where our consumers are in a really bold and deliberate way," said Sara Staniford, vice president and general manager of MAC Cosmetics, Bobbi Brown, and Too Faced. "We want to go where the consumer is shopping and not necessarily where it's comfortable for us."

Over 200,000 businesses are active on TikTok Shop in the UK, with the beauty category growing by 60% year-on-year since 2021. E-commerce sales are projected to exceed $28 billion by 2027. "Live shopping sessions within the beauty category have increased by 90% over the last year as more brands lean in to connect with customers in real time," noted Emily Caine, head of beauty at TikTok Shop.

MAC's expansion aligns with ELC's 'Beauty Reimagined' turnaround strategy, introduced in February 2025 to address sales challenges. ELC president and CEO Stéphane de La Faverie emphasized the need for scale and innovation in the makeup category.

On TikTok Shop, MAC will broadcast live from its stores, featuring tutorials, demonstrations, exclusive product drops, and early access to new launches. The Carnaby Street store in London will serve as the main hub, with more locations to follow. All employees, including those at headquarters, can enroll in an affiliate program to sell products through unique links, earning commissions. TikTok users with over 500 followers can also join the program.

A test live broadcast in late March attracted over half a million viewers, surpassing TikTok's suggested goal of 100,000. The event garnered over 500,000 likes and 1 million impressions, exceeding forecasts by 42%. "We covered every audience, and there was a huge range of older millennials and Gen Z," Staniford observed.

MAC is not discounting prices on TikTok Shop, maintaining its premium market position. Live broadcasts will offer value-driven bundles based on makeup looks. "Everything on TikTok Shop is artistry-driven and it's not just for a discount," Staniford stated.

To stay connected with consumers, MAC is enhancing its influencer collaborations and leveraging its professional makeup artists. Staniford expressed confidence in the strategy, emphasizing the importance of staying relevant and engaging in the right conversations.