{
  "id": 3479756,
  "title": "How E.l.f. perfected the TikTok Live playbook",
  "url": "https://urgent.news/2026/08/26/how-e-l-f-perfected-the-tiktok-live-playbook",
  "topic": "business",
  "section": "Business",
  "published": "2026-08-26T09:00:00.000Z",
  "source": {
    "name": "Fast Company",
    "slug": "fast-company",
    "url": "https://www.fastcompany.com/91585916/elf-perfected-tiktok-shop-live-playbook"
  },
  "original_language": "en",
  "account": "E.l.f. Beauty, a cosmetics and skincare company, successfully launched its new haircare line in June by utilizing TikTok Shop, the platform's live shopping feature. A week prior to the Target release, E.l.f. hosted a four-hour livestream on TikTok Shop, cohosted by beauty influencer Yonna Jay and cosmetic chemist Erica Douglas, also known as Sister Scientist. The livestream garnered hundreds of thousands of views and resulted in E.l.f. Hair becoming the brand's most successful day-one category launch.\n\nTikTok Shop, launched three years ago, has seen U.S. consumers spend $15.8 billion in 2025 and an additional $11.8 billion in the first half of 2026. The platform has already claimed 2% of the U.S. online retail market, surpassing both Target and Costco. Users are increasingly shopping while watching TikTok livestreams, with nearly a third of all U.S. adults reportedly watching live shopping content and conversion rates for these streams averaging around 10%, higher than e-commerce sites and even in-feed TikTok videos.\n\nE.l.f., which joined TikTok in 2019 and quickly began selling goods on the platform, has made TikTok Live a core component of its retail strategy. The brand broadcasts approximately 15 livestreams monthly, each lasting between two to six hours. E.l.f. has seen a doubling of TikTok sales year-over-year in the first half of 2026, with plans to continue growth.\n\nThe key to E.l.f.'s success lies in its strategic partner selection, preparation, and in-depth knowledge sharing with content creators during live broadcasts. The brand invites its Live partners to film in its Oakland, California offices and provides them with a flat fee and a commission per product sold. E.l.f. also ensures that hosts are well-versed in the products, enabling them to answer viewer questions confidently. During the live broadcasts, E.l.f. maintains constant communication with the hosts, providing support and troubleshooting any issues that arise.",
  "summary": "When cosmetics and skincare company E.l.f. Beauty debuted its new haircare line in June, it turned to the world’s fastest-growing online retailer for help. A week before the line landed at Target—E.l.f.’s official retail partner—it launched on TikTok Shop, via a four-hour livestream cohosted by beauty influencer Yonna Jay and cosmetic chemist Erica Douglas (aka Sister Scientist). The livestream…",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}