TikTok Shop has partnered with the British Beauty Council to help beauty brands sell their products on the platform through live shopping.

The British Beauty Council was founded in 2018 by industry professionals with the aim of supporting the interests of the UK beauty industry through advocacy and lobbying efforts; improving the business environment; and enhancing consumer safety and confidence.

The video hosting giant says a beauty product is sold every two seconds on TikTok Shop, with beauty brands of all sizes using the platform to boost their growth.

Through the partnership, TikTok Shop will be sharing tips with beauty brands on how they can benefit from live shopping sessions on the platform. This includes sessions from TikTok Shop’s best performing live beauty sellers.

TikTok Shop said that brands can host their own live shopping sessions or collaborate with content creators to engage new audiences in real time.

The company added that beauty is one of the most successful categories for live shopping as potential customers are able to see products in action through live demos and “get ready with me” (GRWM) content.

"The beauty category on TikTok Shop is booming right now, and live shopping is driving this. People want to see beauty products in action through #GRWM content, live demos and interactive experiences,” said Emily Caine, TikTok Shop’s head of beauty. “Live shopping sessions require businesses to flex different muscles that they may not have done before, but we want to help bring the industry along to adapt and see just how wonderful and successful live shopping can be for huge growth."

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