ScienceFast Company Techabout 2 hours ago
How E.l.f. perfected the TikTok Live playbook
10 min read
E.l.f. Beauty launched its haircare line on TikTok Shop via a four-hour livestream with Yonna Jay and Erica Douglas, making it the brand's biggest day-one category launch. U.S. TikTok Shop spending hit $15.8 billion in 2025 and $11.8 billion in early 2026.
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