Mac cosmetics bets big on tiktok shop amidst sales slump
In a surprising pivot, iconic makeup brand Mac Cosmetics has officially launched its operations on TikTok Shop, signaling a bold attempt to recapture market share in a fiercely competitive Beauty landscape. The move comes at a pivotal moment for Estée Lauder Companies, Mac’s parent company, which has been grappling with declining makeup sales across several key brands.
The tiktok gamble: reaching a billion users
For Mac, the decision to embrace TikTok Shop isn't just about joining the trend; it's a strategic imperative. With over a billion monthly active users, TikTok offers unprecedented access to a digitally native audience—and a booming ecosystem of Beauty social commerce. The platform's rapid growth is undeniable: one Beauty product is reportedly sold every second on TikTok Shop in the UK alone. This represents a significant opportunity for Mac to revitalize its brand and connect with younger consumers.
However, the timing is anything but ideal. ELC’s makeup category has been under pressure, experiencing a 5% sales decline in fiscal 2025 and a further 1% dip in the second quarter of fiscal 2026. These losses stem from “retail softness” at Mac, coupled with challenges at Bobbi Brown and Too Faced, impacting both face and lip products.
Rethinking retail: a wider distribution network
Mac isn’t standing still. The brand has been aggressively expanding its distribution network, recently joining Sephora and Cult Beauty, alongside competitors like Charlotte Tilbury and Hourglass. But the TikTok Shop launch represents its most dramatic shift yet, forcing it to compete not only with established brands but also with a wave of viral, direct-to-consumer labels like Wonderskin, Sacheu Beauty, and Glow For It. Sara Staniford, vice president and general manager of Mac Cosmetics, Bobbi Brown, and Too Faced, emphasized the shift in strategy: “We’re going where our consumers are in a really bold and deliberate way.”
The move is part of a broader turnaround strategy spearheaded by ELC president and CEO Stéphane de La Faverie, dubbed “Beauty Reimagined.” The plan calls for accelerated innovation and a renewed focus on scale to address the persistent challenges in the makeup category. “We have a lot more work to do on makeup,” de La Faverie admitted to analysts.
Live commerce and employee engagement
Mac’s TikTok Shop strategy goes beyond simple product listings. The brand is leveraging live broadcasts from its stores, showcasing its full makeup and skincare range. The Carnaby Street store in the UK serves as a central hub, with plans to expand to other locations. These broadcasts, hosted by Mac artists, will feature tutorials, product demonstrations, exclusive drops, and early access to new launches.
In a move that blurs the line between brand and employee, Mac is offering its entire workforce—across stores and headquarters—the opportunity to participate in an affiliate program, earning commissions on sales generated through personalized links. Even TikTok users with just 500 followers can join the program. Staniford believes this grassroots approach will be a powerful driver of both sales and brand awareness, noting that it’s “not just about the sales…it will help us drive footfall into stores.”
From american idol auditions to viral moments
Mac’s TikTok Shop launch has been likened to a real-life casting call for American Idol. The brand held auditions for its makeup artists, selecting a handful to become hosts for the live broadcasts. These hosts underwent rigorous training, preparing them for the demands of a live audience and the fast-paced nature of TikTok. The initial test broadcast, aimed for a modest 100,000 viewers, shattered expectations, reaching over 500,000 viewers and generating over 500,000 likes and 1 million impressions—a 42% overdelivery of forecasts.
What’s more striking is the breadth of the audience, ranging from older millennials to Gen Z, demonstrating TikTok's reach extends far beyond the platform’s stereotypical user base. Mac is determined to maintain its premium positioning, eschewing deep discounting in favor of value-driven bundles and artistry-focused presentations. The brand will also highlight TikTok Shop bestsellers in its brick-and-mortar stores, creating a seamless omnichannel experience.
Ultimately, Mac’s foray into TikTok Shop isn’t just about selling makeup; it’s about reconnecting with consumers through entertainment, education, and discovery. As Staniford concludes, “The TikTok strategy is about putting us back in the hands of the consumer, staying consistently relevant and being in the right conversations.” The question now is whether this bold move can reverse the tide and reignite Mac’s growth trajectory.