We’ve become accustomed to businesses that found success on marketplaces embrace physical retail, but now a new generation who have built their businesses on TikTok are migrated to shopping. The latest is Made by Mitchell, who have opened at H beauty Bristol, a standalone beauty store by Harrods. The ‘Mitchell Mart’ pop-up will run until the 31st of October.
Made by Mitchell found fame on TikTok for its authentic and inclusive approach to make-up. Blursh quickly became one of the hottest items on TikTok Shop due to the virality of Mitchell’s content, with his videos racking up over 9 million likes.
The Mitchell Mart will be offering personalised beauty advice, with Mitchell himself making appearances at the pop-up. To date, Made by Mitchell products have only been available via TikTok Shop and select online retailers, making Mitchell Mart at H beauty Bristol, the brand’s first foray into physical retail. It also brings together Mitchell’s high-quality products and unique beauty tips into one dedicated space off-platform, for the first time.
TikTok has a thriving community of beauty creators and make-up artists, sharing their beauty hacks, make-up transformations and product reviews. #BeautyTok has over 44 billion views, with creators like Made by Mitchell using the platform to reach a global community of make-up fans, while also selling on TikTok Shop to test and promote new products with a highly engaged audience.
Growing up I could only have dreamed of being stocked in such an iconic space as H beauty. I am so excited that after months of planning, the Mitchell Mart has finally come to life, giving fans of Made by Mitchell the chance to test and try their favourite products in store, receive tailored beauty advice, and stock up on their favourite products. The TikTok community is incredibly supportive, and I am excited to have the opportunity to meet as many of you as possible in-person and bring the #BeautyTok community to life.
– Mitchell Halliday, CEO Made By Mitchell
TikTok is the ultimate destination for beauty fans and brands to come together and talk about their favourite products, from more established players to smaller SMEs like Made By Mitchell. Made by Mitchell has become one of those incredible success stories on TikTok – proof that leaning into trends, being authentic, and engaging in our community can make a real difference and help a business succeed both on and off our platform. We’re thrilled to be part of this next milestone, helping even more people experience Made by Mitchell in their first bricks and mortar pop-up in H beauty.
– Patrick Nommensen , GM of UK E-Commerce TikTok
