TikTok has partnered with the British Beauty Council to boost its in-stream shopping capabilities, offering UK beauty brands guidance on how to succeed with live shopping sessions on the platform. This collaboration highlights TikTok’s efforts to drive growth in Western markets by leveraging its livestreaming format, which has already proven successful in China. TikTok Shop aims to educate brands on best practices, using examples like Mitchell Halliday, who made $1 million in a single day via a live sale event. While TikTok’s in-app sales are growing, they still lag behind Chinese figures, but the company is optimistic about future growth, particularly in beauty and wellness. The partnership will kick off on October 24 during British Beauty Week, with a live broadcast to demonstrate TikTok Shop’s potential.