Exploring MAC Cosmetics’ Bold Move to TikTok Shop
In an exciting development for beauty enthusiasts, MAC Cosmetics has officially launched on TikTok Shop this week. As a global leader in makeup, with over 500 stores in more than 120 countries, this initiative aims to tap into TikTok’s vast audience of 1 billion monthly active users. This strategic decision comes at a time when beauty social commerce is booming, with a beauty product reportedly sold every second on TikTok Shop in the UK.
The Current Landscape for MAC Cosmetics
Despite its strong presence, MAC Cosmetics is navigating a challenging landscape. The Estée Lauder Companies, its parent organization, has noted a slowdown in makeup sales across several brands, including Bobbi Brown and Too Faced. In fiscal 2025, sales in MAC saw a decline of 5%, and the trend continued into fiscal 2026, with a notable decrease of 1% in the second quarter. The reasons behind these declines include increased competition and market saturation. Specifically, MAC experienced “retail softness,” along with drops in sales of lip and eye products from Too Faced and face products from Estée Lauder and Bobbi Brown.
Adapting to Modern Retail
In response to these market conditions, MAC Cosmetics is re-evaluating its retail strategies. Earlier this year, the brand expanded its reach by entering collaborations with major retailers like Sephora and Cult Beauty, joining well-known names such as Charlotte Tilbury and Nars Cosmetics.
Chappell Roan behind the scenes for her Mac Cosmetics campaign. Photo: Courtesy of Mac Cosmetics.
A New Era on TikTok Shop
MAC’s move to TikTok Shop represents its most audacious shift yet. By entering this vibrant platform, MAC positions itself alongside innovative brands like Wonderskin, Sacheu Beauty, and Glow For It. Notably, US beauty retailer Ulta Beauty also joined TikTok Shop earlier this year. According to Sara Staniford, Vice President and General Manager of MAC Cosmetics, Bobbi Brown, and Too Faced, “We’re going where our consumers are in a really bold and deliberate way.” The goal is to meet customers where they shop, enhancing brand visibility and engagement.
With over 200,000 businesses active on TikTok Shop in the UK alone, the beauty category has experienced remarkable growth—60% since the introduction of the shopping feature in 2021. E-commerce sales in this domain are expected to exceed $28 billion by 2027, reflecting a growing trend in live shopping sessions. Emily Caine, Head of Beauty at TikTok Shop, highlights that these sessions have surged by 90% over the past year as brands increasingly connect with customers in real-time. “The blend of entertainment, education, and discovery is why beauty performs so strongly,” she adds.
Conclusion
MAC Cosmetics’ entrance into TikTok Shop symbolizes a significant shift in how traditional beauty brands are adapting to the digital age. By embracing new platforms and engaging with younger consumers in innovative ways, MAC aims to revitalize its brand and capture a share of the booming social commerce market. For beauty lovers, this means more opportunities to discover and enjoy products from one of the industry’s most trusted names. As MAC continues to evolve, it will be fascinating to see how they leverage these digital advancements to foster connections and drive engagement in the beauty community.
