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- How MAC moved from Chinese livestream platforms to U.S. TikTok Shop
- Three-pronged livestream strategy for Cyber Week and beyond
- Packaging education and entertainment for social buyers
- Bringing in-store talent online to boost authenticity
- Creator partnerships widen reach and conversion
- Market context: live shopping momentum in the U.S.
- Why MAC plans to stay disciplined while expanding live commerce
MAC Cosmetics is doubling down on live shopping as it heads into Black Friday and Cyber Week, blending lessons from years of livestream success in China with a fresh push on U.S. TikTok Shop. The beauty brand hopes real-time demos, creator collaborations, and in-store broadcasts will translate into new customers and bigger sales this holiday season.
How MAC moved from Chinese livestream platforms to U.S. TikTok Shop
MAC built a deep playbook on platforms like Tmall and Douyin, where live commerce has driven sizeable portions of retail sales for years. That know-how is now being adapted for the U.S. market after MAC launched on TikTok Shop a few months ago.
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- Early adopter in China: MAC established a long-running presence on Tmall and Douyin.
- Douyin impact: A major share of MAC’s Douyin revenue comes from livestream events.
- U.S. rollout: Since launching on TikTok Shop, MAC reports selling more than 160,000 units on the platform.
Three-pronged livestream strategy for Cyber Week and beyond
For the holiday window, MAC is testing multiple formats to reach shoppers where they spend time.
- Live shows on MAC’s own TikTok channel featuring brand talent.
- Creator-led broadcasts hosted on creator channels.
- In-store livestreams where MAC makeup artists perform demos from retail counters.
Promotions include curated bundles on TikTok Shop and a site-wide discount of 30% off. MAC expects sets like lip combos to be top performers on social commerce.
Packaging education and entertainment for social buyers
MAC positions livestreams as short, visual shows that teach while entertaining. The brand emphasizes quick transformations and product demos to match TikTok’s pace.
Executives describe the format as “edutainment”: practical demonstrations paired with playful presentation. MAC is also exploring exclusive product drops for social channels to engage younger audiences.
Bringing in-store talent online to boost authenticity
MAC leans on its network of trained makeup artists to host lives from boutiques and counters. Those broadcasts aim to replicate the in-person consult and generate store visits.
- Store MUA livestreams create an omnichannel bridge.
- These sessions have surprised MAC by driving foot traffic.
- MAC plans to scale live frequency while balancing staff duties.
Creator partnerships widen reach and conversion
Beyond in-house talent, MAC is forging new relationships with top TikTok sellers and creators it hadn’t worked with before. The brand sends product mailers monthly to expand creator partnerships.
Working with new creators yields both earned visibility and direct sales, converting media buzz into measurable revenue.
Market context: live shopping momentum in the U.S.
Live shopping has been mainstream in parts of Asia for years, but the U.S. ecosystem is still developing. Research suggests live commerce will represent a growing slice of digital retail.
- Coresight Research expects live shopping to reach about 5% of U.S. e-commerce by 2026.
- A VTEX survey found roughly 45% of U.S. consumers had browsed or bought from live-shopping events in the prior year.
- TikTok Shop now rivals legacy marketplaces and has helped fuel the sector’s expansion.
Agencies and brand marketers say demand is increasing for live-commerce expertise. Many view this as the next stage of social engagement during peak retail moments.
Why MAC plans to stay disciplined while expanding live commerce
MAC stresses the importance of committing to channels long enough to learn what works. The brand plans to maintain a strong presence on TikTok Shop while watching other platforms for opportunities.
Executives favor an omnichannel live approach that blends e-commerce, social, and in-person retail. That mix shapes MAC’s roadmap for livestreaming into 2026 and beyond.
