P.Louise smashes £2.7m in record-breaking Christmas TikTok Shop LIVE

• Viral beauty brand P.Louise broke TikTok’s UK record generating over £2/$2.7 million in just 14 hours during its Showcase Live to pre-launch its Christmas Collection
• The highly anticipated event saw the brand beat its own 12-hour TikTok Live record in just 10 hours and 8 minutes.
• The brand is now officially ranked number one across TikTok Shop overall, number one in cosmetics and number one in skincare.

Viral beauty brand P.Louise has cemented its place as TikTok’s number one brand with its boldest TiKTok Live yet. The Showcase Live to pre-launch the Christmas Collection took TikTok by storm, attracting millions of viewers and creating a frenzy of orders as fans snapped up festive exclusives and highly sought-after Advent Calendars ahead of launch day. Across more than 14 hours of non-stop excitement, the event generated over £2/$2.7 million in sales – averaging £143k per hour – proving that P.Louise is a major force to be reckoned with this Christmas Season. Now holding both the 1st and 2nd TikTok Live records in the UK and EU, P.Louise is continuing to make history.

This year’s Showcase Live was designed to highlight P.Louise’s premium Christmas offering, showcasing festive exclusives, hero collections and the highly anticipated Advent Calendars. Moving beyond the smaller, entry-level products that defined last year’s event, the focus on curated gift sets and bundles created a more immersive shopping experience with the brand’s Average Order Value climb to $80 from $20 in 2024.

The 2025 P.Louise Advent Calendars are a standout success, generating glowing press coverage, capturing millions of views across social media, and sparking widespread excitement. While accounting for 17 percent of all items sold during the live event, the calendars became a moment in their own right. The Cruising Home for Christmas Advent Calendar accounted for 40 percent of sales, while the 12 Sleighs of Christmas Advent Calendar contributed the remaining 60 percent, highlighting their popularity. With a surge of social media buzz, the calendars’ virality to date underscores P.Louise’s growing influence and cements its position as a must-have brand for the Christmas beauty season.

The Showcase Live not only broke records but also cemented P.Louise’s position at the very top of TikTok Shop. The brand is now officially ranked number one across TikTok Shop overall, number one in cosmetics and number one in skincare, a testament to its unrivalled connection with the beauty community and a clear indication that P.Louise is set to be a major player in the Christmas Beauty season.

Paige Williams, Founder and CEO of P.Louise, commented: “We knew no one had been able to touch our record all year. Instead of playing it safe, in true P.Louise style, we went bigger, braver, and proved what’s possible when you put community and creativity first. This wasn’t just about sales, it was about creating moments and memories for our customers in the run-up to Christmas.”

Jan Wilk, Head of TikTok Shop UK, added: “TikTok Shop has democratised the beauty industry by supporting founder-led brands to be discovered by millions. P.Louise’s live kicked off Christmas shopping with a bang on TikTok Shop, with 12+ hours filled with festive fun, entertainment and great products. We are super proud of Paige and the team for setting this new record that showcases the true power of LIVE shopping.”

With record-breaking revenue, a dramatic uplift in sales and tens of millions of impressions in a single day, P.Louise continues to prove that social-first, experience-driven shopping is the future of beauty retail.