Selling products through livestreams is no longer limited to major retailers or influencers with millions of followers. Across the UK, small and medium-sized businesses are increasingly using TikTok Shop to connect directly with customers, turning interactive broadcasts into significant sources of revenue.
One company at the forefront of that trend is Glow For It, a beauty brand founded by 27-year-old entrepreneur Daisy Kelly. What began as a personal solution to an ongoing beauty concern has developed into a multimillion-pound business, with livestream shopping now playing a central role in its growth.
Photo Credit:Daisy Kelly
From a personal challenge to a growing beauty business
Kelly launched Glow For It in 2020 while studying at university, developing an eyelash serum after years of struggling with eyelash pulling. During the Covid-19 pandemic, when beauty salons were temporarily closed, she created the product from her mother’s kitchen table as an alternative to relying on eyelash extensions.
Since then, the company has expanded rapidly and now records annual sales of around £6 million. According to Kelly, more than 40% of those sales are generated through TikTok Shop UK, demonstrating how social commerce has become a major distribution channel for the business.
Livestreams create direct engagement with shoppers
Kelly believes the appeal of live shopping goes beyond simply showcasing products. Real-time interaction allows potential customers to ask questions, watch demonstrations and receive immediate responses before making a purchase.
That engagement has translated into impressive sales figures. Glow For It says one 12-hour TikTok Live session generated more than £100,000 in revenue, making it one of the company’s most successful sales events to date.
She says the platform has fundamentally changed the direction of the business by giving the brand direct access to consumers in a highly interactive environment.
Social commerce continues to gain momentum
The success of businesses like Glow For It reflects a broader shift in online retail, where entertainment and shopping are increasingly combined. Livestream commerce has become a growing feature of digital retail, encouraging brands to demonstrate products, answer customer questions and complete purchases without users leaving the platform.
Industry analysts have noted that TikTok Shop has become one of the fastest-growing social commerce platforms, with live shopping playing an increasingly important role in driving sales for businesses across categories including beauty, fashion and lifestyle.
Why the trend matters
For smaller businesses, live shopping offers an opportunity to compete with larger retailers without investing heavily in traditional advertising. Authentic product demonstrations and direct customer interaction can help build trust while shortening the path from discovery to purchase.
As more consumers become comfortable buying products during livestreams, retailers are likely to continue investing in creator-led content and interactive selling formats. Companies that successfully combine entertainment with product expertise may find themselves well positioned as social commerce continues to evolve.
