The TikTok Shop playbook: Lessons from Made by Mitchell’s multi-million-dollar success

4 months ago 29

By Cayley Smith

Among all the buzz about TikTok Shop, Made by Mitchell stands out as a shining example of how to move products on the platform, build community and keep that community coming back to re-engage.

Launched in 2020 and founded by Mitchell Halliday, known on social media as @mmmmitchell, the Made by Mitchell brand sells makeup products including eyeliners, concealers, blushes and palettes ranging in price from $10-$70. Made by Mitchell was an early TikTok Shop adopter when the platform launched in the U.K. in 2021. But, since June 2023, it has upped the ante, going live every single day for a minimum of six hours per day, according to Halliday. In early 2024, the brand brought on seven team members dedicated to working on TikTok Shop livestreams.

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