08-26-2026SUBSCRIBER EXCLUSIVE

How E.l.f. perfected the TikTok Live playbook

Shoppers spent nearly $12 billion on TikTok in the first six months of 2026. E.l.f. insiders and TikTok’s beauty boss share how they use ‘edutainment’ to make live shopping irresistible.

[Source images: E.l.f.; Adobe Stock]

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........

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