P. Louise hits GBP £2 million in TikTok sales in just 14 hours

P. Louise, the Manchester-based beauty brand, has recorded more than GBP £2 million in sales within just 14 hours on TikTok Shop, supported by eCommerce consultancy PushON. The partnership has helped drive significant shifts in the brand's commercial strategy and direct-to-consumer approach.

Sales surge

The TikTok Shop event saw P. Louise record sales of two products every second, a result of both viral demand and a structured marketing push. PushON worked with the brand ahead of the sales event by deploying targeted awareness and consideration campaigns, priming thousands of customers to purchase when the livestream commenced. During the event, P. Louise also added 29,000 new TikTok followers in one day, reflecting the surge in interest.

Following this, PushON restructured Google Shopping and Performance Max campaigns around high-demand products, resulting in a 137% month-on-month increase in Google Ads revenue, a 186% boost in Shopping revenue, and a 27% rise in the online conversion rate.

Direct-to-consumer focus

P. Louise has built a strong following among Gen Z through viral TikTok activity, featuring product demonstrations and personality-led content. However, with sales volatility typical of viral platforms, the brand has aimed to stabilise its revenues by focusing more on its own direct-to-consumer website.

PushON was engaged to establish a data-informed model for P. Louise to capture fast viral demand and turn it into ongoing customer relationships through the Shopify platform. Over the course of the engagement, P. Louise's direct-to-consumer sales increased by 112%. The brand saw its website revenue more than double year-on-year, and achieved its most successful Black Friday trading period.

Audience insights

Analysis of audience behaviour revealed a notable split: although 75% of P. Louise's social engagement originates from TikTok's Gen Z users, the brand's highest-value customers were women aged 35-44. Many in this demographic make purchases for their children after finding the brand on TikTok. This insight led to a revised campaign focus, extending beyond the initial Gen Z audience.

PushON broadened its digital marketing approach to include platforms such as Meta, Google, Snapchat, Pinterest, and YouTube. This diversification expanded customer outreach and reduced the brand's reliance on TikTok's algorithms. Campaign profitability was managed through real-time optimisation based on demand shifts and performance of individual stock keeping units.

Performance strategy

Alex Hogan, Associate Director of Marketing at PushON, emphasised the importance of integrating viral momentum with broader marketing efforts.

"TikTok can create explosive spikes for brands like P. Louise, but those moments only become commercially transformative when they are supported by a full-funnel performance strategy. Our role has been to take viral moments and turn them into a predictable engine for growth, allowing the brand to scale beyond a single platform," said Hogan, Associate Director of Marketing, PushON.