MAC Cosmetics Pioneers TikTok Shop Affiliate Program in the UK
MAC Cosmetics, a major beauty brand in the UK, has taken a groundbreaking step by offering all its employees the chance to become TikTok Shop affiliates. This initiative, set to launch on April 2, 2026, transforms makeup artists into live shopping hosts as the brand makes its debut on the platform.
The Estée Lauder-owned brand is revolutionising its retail approach by equipping its stores with mini studios. These studios will serve as platforms for makeup artists to host live shopping shows. Employees who opt in will receive a percentage of any sales they generate through TikTok Shop, creating a unique blend of traditional retail expertise and social commerce.
The makeup artists will be encouraged to host tutorials and product demonstrations, with items available for direct purchase through the app. The brand’s first live shopping show will stream from its iconic Carnaby Street store in London. MAC hopes that this innovative approach will not only engage social media shoppers but also drive more foot traffic to its over 230 standalone shops and concessions across the UK.
Sara Staniford, vice president and general manager of MAC in the UK and Ireland, expressed that this launch puts artists at the heart of the conversation. It celebrates the creativity and communities they create. With beauty sales on TikTok Shop soaring by 60% year-on-year in 2025, largely driven by trends such as Korean skincare, this platform has become crucial for beauty brands aiming to reach younger consumers.
Source: www.aol.co.uk