Beauty brand P.Louise has staged its latest TikTok LIVE event, Get Unteddy With Me, to launch the new Teddy Touch Collection. The broadcast aired on Friday at 6pm via TikTok Shop and attracted more than 250,000 viewers.
TikTok LIVE and social commerce in beauty retail
The brand has continued to prioritise social commerce as part of its wider retail strategy, moving away from traditional retail formats in favour of live, experience-led digital engagement. TikTok LIVE has become central to this approach, enabling product launches to be delivered alongside real-time interaction and in-platform purchasing.
Entertainment-led live shopping format
For Get Unteddy With Me, P.Louise moved beyond creator-led livestreams to a production-first format designed around entertainment. Drawing on television-style programming, the LIVE blended structured storytelling with shopping to create a more immersive viewer experience.
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Viewer engagement and sales performance
During the broadcast, products were sold at an average rate of one every two seconds. The LIVE was delivered from a three-zoned set, with each zone supporting a different segment of the show, including an immersive collection reveal and a game-show-style format designed to encourage audience participation.
Production design and set-led storytelling
Rather than positioning the broadcast solely as a product launch, the event was developed as a high-production live shopping experience. The approach used set design, pacing and audience interaction to build anticipation and reinforce live shopping as a form of entertainment as well as commerce.
“We’ve never followed the rules. From the very start, TikTok has given us the opportunity to build something much bigger than traditional retail alone. It’s about community, excitement and creating memorable moments that people want to be a part of. Get Unteddy With Me wasn’t just a launch, it was a show and this is only the beginning of how far we can take live shopping with P.Louise.”— Paige Williams, Founder and CEO, P.Louise
The launch reinforces P.Louise’s ongoing focus on experience-led digital retail, demonstrating how live shopping can continue to evolve into a structured, entertainment-driven channel for beauty brands operating within social commerce platforms.
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