Mac cosmetics bets big on tiktok: can viral fame save sales?
The iconic makeup brand, Mac Cosmetics, is making a dramatic pivot, diving headfirst into the swirling vortex of TikTok Shop this week. It’s a high-stakes gamble for Estée Lauder Companies’ flagship, one aimed at capturing the attention of a billion monthly users, but also arriving at a moment of undeniable turbulence for the brand.
A category in decline
The move comes as the broader makeup category at Estée Lauder Companies faces headwinds. Fiscal 2025 saw a 5% sales dip, and the second quarter of 2026 offered little respite, with another 1% decline. The blame? “Retail softness” at Mac itself, coupled with struggles at Bobbi Brown and Too Faced, particularly in face and lip products.
Sara Staniford, VP and GM of Mac, Bobbi Brown, and Too Faced, acknowledges the need for a change in strategy. “We’re going where our consumers are in a really bold and deliberate way,” she stated, signaling a departure from traditional retail comfort zones. The brand has already been testing the waters with Sephora and Cult Beauty, alongside competitors like Charlotte Tilbury and Nars. But TikTok Shop represents a far more radical shift.
Mac isn't alone in this digital scramble. The platform is now a battleground, pitting the established brand against a wave of viral, young labels like Wonderskin, Sacheu Beauty, and Glow For It. Ulta Beauty’s recent entry further intensifies the competition.
Turning artists into sales drivers
The scale of Mac’s TikTok Shop launch is ambitious. More than 200,000 businesses are active on TikTok Shop in the UK alone, with the Beauty category experiencing a remarkable 60% year-on-year growth since the feature’s introduction. Emarketer predicts e-commerce sales in the sector will exceed $28 billion by 2027, fueled by the rise of live shopping—a format that has seen a 90% increase in the Beauty category over the past year.
Mac is leaning heavily into live broadcasts, transforming its Carnaby Street store into a primary hub for tutorials, demos, and exclusive drops. The brand has even launched an employee affiliate program, empowering its workforce—from stores to headquarters—to sell Mac products to their followers. Anyone with over 500 followers can join, blurring the lines between employee and influencer.
“It’s not just about the sales,” Staniford emphasized. “That’s what everybody underestimates. It will help us drive footfall into stores.” The brand is already seeing evidence of this “halo effect,” with viral TikTok products translating into increased in-store traffic.
Beyond discounts: artistry and experience
Mac’s strategy diverges from the typical TikTok Shop playbook. While the platform is known for its discounts, Mac is determined to maintain its premium image. Live broadcasts will focus on artistry-driven bundles and value-driven offers, rather than outright price slashing. The brand is also highlighting TikTok Shop bestsellers within its physical stores, creating a cohesive omnichannel experience. To this end, Mac has launched a widespread search for makeup artists to host TikTok live sessions, investing heavily in training to ensure they can both entertain and convert viewers.
The company even staged a two-hour test broadcast at the end of March, which exceeded expectations. A projected viewership of 100,000 quickly ballooned to over half a million, generating 500,000 likes and 1 million impressions—a 42% overdelivery on forecasts. These impressive numbers highlight the potential for Mac to tap into a diverse audience, ranging from older millennials to Gen Alpha.
The move to TikTok Shop is just one piece of Estée Lauder's broader “Beauty Reimagined” turnaround strategy, unveiled in February 2025. As CEO Stéphane de La Faverie put it, “We have a lot more work to do on makeup.” The question now is whether TikTok can supply the scale and innovation needed to revitalize Mac’s fortunes.
Ultimately, Mac’s success on TikTok hinges not just on selling makeup, but on crafting a compelling narrative that resonates with a new generation of consumers – and proving that a brand built on legacy can thrive in the age of viral fame.