Fashion and beauty didn’t adopt live shopping; they defined it. From TikTok takeovers to slick on-site tutorials, these industries have turned video into a money-making machine.
Why?
Because they’ve mastered the art of making shopping feel like entertainment.
Live shopping is the fusion of real-time video and instant commerce. Here’s the scene: Someone showcases a product, interacts with a live audience, and enables on-the-spot purchases. Its product demos meet influencer content, meet one-click checkout. Think QVC reinvented for TikTok.
Whether it’s led by an influencer, a brand representative, or a store associate, the goal is refreshingly simple: engage, entertain, and help customers buy. More importantly, this experience stands out for its interactivity. Viewers can ask questions, get live answers, react in real time, and make purchase decisions on the spot. Consumers are part of the action.
Why Fashion and Beauty Thrive in Live Shopping
Live shopping is all about visuals, connection, and real-time persuasion. Fashion and beauty brands were made for this.
Here’s why:
- Visual magic: A lipstick swatch, a foundation match, a full try-on haul. These moments just work on live video. Shoppers don’t want stock photos; they want to see products in action.
- Influencers on speed dial: Fashion and beauty already run on creator culture. Live shopping just turns that influence up to 11 with real-time reactions and instant trust.
- Built-in FOMO: Limited editions, seasonal launches, and live-only discount codes create the kind of urgency that gets people to hit “buy now” without blinking.
- Education + entertainment: Tutorials, styling sessions, and Q&As create value beyond the product and help consumers feel more confident about what they’re buying.
Who’s Doing It Best (And How)
The leading brands are building strategies around live shopping, and it’s paying off in real engagement and serious revenue.
L’Oréal
One of the earliest big beauty brands to embrace live commerce. They’ve partnered with TikTok creators and hosted their own brand-led streams across platforms. In one UK campaign, L’Oréal generated over $1M in sales through TikTok Shop in a single day.
Aldo
The fashion retailer launched a 30-minute shoppable livestream featuring stylists and influencers, resulting in a 308% engagement rate and thousands of website visits. They didn’t just talk about products; they told stories.
Sephora
From YouTube Lives to influencer-hosted Instagram sessions, Sephora’s live events focus on education and discovery. Skincare routines, product comparisons, and real-time Q&A build community while driving shopping carts.
Tommy Hilfiger
Live-streamed fashion shows with integrated shopping links. In China, a single event attracted 14 million viewers and sold 1,300 hoodies in two minutes. Their secret? Marrying brand storytelling with direct response tactics.
Rare Beauty and Fenty Beauty
Celebrity-founded brands know how to turn a live stream into an event. They use it for big launches, exclusive drops, and influencer takeovers. As a result, viewers show up quickly and are ready to join the virtual line and nail their pick before it sells out.
5 Live Shopping Tactics That Work
So, you don’t sell lipstick. Maybe you sell vitamins, vacuums, or something far less glossy. Doesn’t matter.
The fashion and beauty world has mastered live shopping with these five strategies:
1—Turn It into a Show, Not Just a Stream
The best live shopping brands treat it like a weekly series, not a one-off event. Give your stream a name. Choose a regular time slot. Use the same host or recurring segments. The goal? Build anticipation and habit. You’re not just selling; you’re building a fanbase.
2—Team Up with Creators
Don’t go it alone. Influencers bring credibility, energy, and their own audience. The best fashion and beauty brands hand the mic to creators who already have trust and let them carry the conversation in their own voice.
3—Make It Educational
People tune into live streams because they want to learn and buy. Teach them. Demonstrate how a product works. Show before-and-after. Break down comparisons. Educate to eliminate hesitation.
4—Use Scarcity & Urgency
FOMO isn’t just a buzzword; it’s a sales strategy. Fashion and beauty brands have mastered that art. Think: live-only discount codes, limited-edition bundles, countdown clocks. When viewers feel like they might miss out, they’re a whole lot more likely to click “buy now.”
5—Keep the Energy Up
Remember, this isn’t a lecture; it’s a show. Your host is the hype engine, so make sure the vibe is lively, the pacing is crisp, and the chat is buzzing. Toss in shoutouts, run a quick poll, maybe drop a surprise giveaway. The more fun it feels, the longer people stick around, and the more likely they are to buy.
Focus on Your Audience
Fashion and beauty brands are crushing live commerce by focusing on their audience, content, and community. Not just conversions. They treat live shopping like a show, not a pitch fest.
And that mindset is the secret sauce.
Most industries can apply these strategies by asking:
- How can I show my product in action?
- What can I teach that adds value?
- How do I create an experience people enjoy?
You don’t need glitter or glam. You just need to make it worth your audience’s time. Learn from the best and adapt.
Mike Ford is the founder and CEO of Skydeo, a high-performance audience targeting platform for advertisers and agencies serving the auto, retail, tech, and mobile gaming industries.
Before Skydeo, he founded TownConnect, a social media startup that connected local communities. He served as SVP, Sales and Marketing at Did-it Search Marketing, leading business development at Quigo Technologies, which was acquired by AOL for $330 million. In 1999, he founded Computer.com in his garage, which became a prominent computer portal website for novice users.
Photo courtesy Getty Images for Unsplash+