How E.l.f. perfected the TikTok Live playbook

When cosmetics and skincare company E.l.f. Beauty debuted its new haircare line in June, it turned to the world’s fastest-growing online retailer for help. A week before the line landed at Target—E.l.f.’s official retail partner—it launched on TikTok Shop, via a four-hour livestream cohosted by beauty influencer Yonna Jay and cosmetic chemist Erica Douglas (aka Sister Scientist). The livestream netted hundreds of thousands of views and enough sales that E.l.f. Hair became the brand’s biggest day-one category launch in history. TikTok Shop opened three years ago, ushering in a new era for e-commerce. U.S. consumers spent $15.8 billion on TikTok Shop in 2025 and another $11.8 billion in the first half of 2026, according to consumer intelligence firm Emarketer, buying everything from neck cream to cordless vacuums. TikTok has already claimed 2% of the U.S. online retail market (more than both Target and Costco), according to Consumer Edge, a consumer insights firm. Users are increasingly shopping while watching TikTok livestreams (aka Lives), where creators and brands tout and sell products, QVC-style. TikTok says nearly a third of all U.S. adults have watched its live shopping conte…