Live commerce for beauty brands is transforming how both small and big players in the industry can reach and engage customers. Instead of scrolling through endless product pages, customers now have the opportunity to watch tutorials and see products in action in real time.

You also have a chance to catch the live commerce train by reading this article specifically for beauty brand owners like you. Ready to open a new retail outlet and strengthen your relationship with customers? You’re in the right place, let’s roll!

Table of Contents

Key takeaways

To thrive with live commerce as a beauty brand, you should:

Recognize the opportunity to not only sell your products, but also create a great shopping experience and interaction with your customers.
Research live streaming and platforms and their possibilities to see which is the best fit for your brand and abilities,
Create a simple live commerce strategy and use all the opportunities to engage your watchers.
Consider partnering with influencers who can help increase the reach and visibility of your brand.

What is live commerce

Live commerce is a fusion between live streaming and online shopping. This way, your customers can interact with you or your team and make purchases at the same time.

Usually, on a live stream, you’ll want to present or test your products and give the watchers a chance to buy them either on social media shops or directly from your website.

Your live commerce events can take place either on your brand’s website or app, live shopping platforms (like Facebook Live Shopping, Amazon Live), or social media (like TikTok Live, Instagram Live, etc.)

With the technicalities sorted, let’s now see why your brand might be missing out if you’re not doing live commerce yet!

How live commerce is a game-changer for beauty brands

Before we dive into all the positives of live commerce, let me tell you the cold, hard facts:

“The global live commerce market was estimated at almost $130 billion the previous year, and is projected to grow by 39.9% from 2025–2033.”

— Source: Global View Research

Yes, you’re seeing right—that’s $130 billion with a B! The numbers speak for themselves and show that the global live commerce market is not slowing down.

As the industry is expanding, it’s a good idea for your beauty brand to hop on in before the space gets overcrowded. If you need a little more convincing, keep on reading and see why it’s worth it for beauty businesses like yours.

Community and relationship building

Getting into live commerce gives you a great opportunity to further build a trusting relationship with your customers. As a customer of many beauty brands, I appreciate the team taking the effort and time to catch up with the customers in an environment that demands genuine communication.

You can also approach marketing beauty products of yours from an educational standpoint. It’s especially useful if you’re launching new products, which gives you a perfect opportunity to talk more about the ingredients, the manufacturing, how to apply it, and who this product is most suitable for.

Immediate feedback

I completely understand how considering live commerce and putting yourself out there can be quite intimidating if you’ve never done it before. I invite you to turn this slight insecurity into an opportunity to listen and learn from your followers.

Live streams are so, so valuable when it comes to feedback because you receive it then and there. It gives you a chance to respond and even create a discussion among your watchers by asking if they have had similar experiences, do they see there’s something to improve, and more.

That not only gives you an advantage in business and planning out your new or improved product selection, but also shows the customers that you truly do care about them and their voiced concerns.

New way to demonstrate products

The beauty industry is one where demonstration is a huge necessity. Customers first shop with their eyes by checking out the packaging, the product itself, and its ease of use. Only when that whole checklist is complete might they consider a purchase.

Give your customers what they want! Show how the packaging works (especially if it’s unusual), how to close or open it, what’s inside it, and how to apply it. Show everything, and your customers will thank you!

Best live commerce platforms for beauty brands

By this point, you might be telling yourself: “Yeah, all that’s great, but where and how?” Buckle up, we’re getting into the real deal here and going through what the best platforms for live commerce for beauty brands are. Let’s go!

TikTok Live

For some time now, TikTok has been fertile ground for beauty content, and it’s no surprise that many skincare brands use all of the app’s features for marketing beauty products. And TikTok Live is no exception.

The best part about TikTok Live is the algorithm. Even if you don’t have too many followers on TikTok, you still have quite a chance to get discovered as the app pushes the content out to wider audiences.

Sellers on TikTok also appreciate the native shopping option, allowing customers to shop with ease.

Youtube

At first glance, you might not think of Youtube as the place to be for live commerce, but it actually offers distinctive features that other platforms can’t provide.

For beauty brands like yours, Youtube opens up possibilities that short-form live commerce platforms simply can’t do by design. Here you can create a deeper connection with your customers through long-form storytelling. Think, tutorials, workshops, and masterclasses.

Youtube also makes it easy for customers to shop live with Youtube Shopping product tagging, and can be simply integrated into your website. A win-win!

Bambuser

Bambuser are the pros of video and live commerce, for beauty brands and beyond. They offer live broadcasting and shoppable video features.

Probably one of the biggest advantages of Bambuser is the variety of possible integrations. Through Bambuser, you can broadcast videos for live shopping on Shopify and many other e-commerce platforms with its embeddable players and native shopping experiences.

With Bambuser, your live streams will surely be dynamic — they have elements like chat, polls, product cards, and Q&As. Aside from entertainment features, Bambuser also provides advanced analytics that’ll help you with tracking conversions.

Amazon Live

Next up, Amazon Live. What distinguishes Amazon Live is the fact that it’s a commerce-first platform, keeping the live streams at the same place where decision making and shopping take place. And the products you talk about in your broadcast appear directly below it, making the customer journey even more seamless.

Amazon is the biggest marketplace in the world, but you shouldn’t let that scare you, actually quite the opposite. Since it’s a massive marketplace attracting millions of shoppers daily, your livestreams would “live” where motivated buyers go, helping you create strong conversion opportunities.

And what’s more, your streams are displayed under relevant product pages, promotions, and sometimes even on Amazon homepage, giving you great exposure and potentially sales!

Use live commerce to its full potential

Live commerce isn’t just pressing play on a live video. It’s a real, interactive, and dynamic way to reach new and existing customers. To unlock the full potential of live commerce, you should blend your brand’s storytelling, strategy, and engagement opportunities. Right below, we’ll look at some ways to do just that.

Tips on how to convert watchers into buyers

Once you’ve committed to diving into live commerce, the big question remains: “How to motivate the watchers to actually buy my products?” Look no further, because here we have a list of tested methods and useful tips to help you become a successful beauty brand in the live commerce space.

Create an interactive experience. Live streaming platforms we looked at above each have their fair share of interactive features, like polls, quizzes, live chat, and Q&A’s, that you can use. And they’re not there without a reason; all of these features can help keep your watchers’ attention and motivate them to stay longer, and eventually purchase items from your product selection.
Create FOMO and drive urgency. Offering your customers exclusive promo codes or limited offers that are only valid during the live stream is an excellent way to drive urgency and immediate purchases.
Communicate product benefits. This might sound like a no-brainer, but I feel like it’s necessary to once again highlight how important it is to clearly show your products’ benefits and features on your live broadcasts. Speaking from experience, I’ve seen brands forget about this when presenting their product selection by just showing the outer packaging and not noting anything special about the product. It leaves me, and other watchers, wanting more, like, hey, what does it look like inside, what does it feel like on your skin?
Make checkout easy. As we found out, we want to keep our customer engaged during the entire live stream, therefore, having an accessible checkout without too many steps (and ideally, without directing the customer elsewhere) is a must.

Partner with influencers

In today’s world, the beauty industry and influencers are somewhat an inseparable pair. They’re a voice of authority and credibility in beauty for many netizens, and often brands alone can’t generate the same amount of reach and relatability as creators, so partnering with an influencer could be a great way to boost your visibility.

Here are some tactics and ideas you can use in your live streams with influencers:

Takeovers. You can fully trust the influencer and have them go live through your brand’s accounts on their own, like doing a get-ready-with-me or showing tutorials.
First impressions. Here you can either go live together with an influencer or let them do a first-impressions type of content on your live.
Q&A. The influencer you’re partnering with can work as a sort of moderator to a Q&A or actively participate in it, answering questions like: “What’s your favorite product from this brand?”
Behind-the-scenes. You already know how important trust is when it comes to brand and customer relationships, but BTS content can skyrocket that. Think, showing your lab (if you’re not selling private label skincare) or letting the influencer take a peek behind ideation and business processes.

Wrapping it up

No matter if you’re selling private label products or formulating your own, you have a space in live commerce. Combine thoughtful tactics, the right platform, and your willingness to connect with your customers, and you might create something magical and truly fruitful for your business.

Have fun, experiment with approaches if one doesn’t work, and make sure to always keep your customers in mind by creating unforgettable experiences for them.

Frequently Asked questions

There are a few! It depends on your wishes and needs when it comes to live streaming content, as the apps are diverse and with their own pros and cons.
We suggest you check out some of the most popular: TikTok Live, Youtube, Bambuser, Amazon Live.
Not necessarily, but influencers can give your live shopping streams greater reach, visibility, and credibility, as customers are more likely to trust individuals rather than brands themselves
There’s no magical number, but consistency is key. Create a comprehensible live commerce strategy for your brand and realistically consider how often you can go live. I suggest you create a live broadcasting calendar based on your abilities and plan what each live will be about, so you can prepare well.
A good starting point might be 1-2 live streams per month. It’s often enough to keep your brand top of mind while not overwhelming your watchers.
Yes, why not! While immediate purchases usually dominate in lower price ranges, premium beauty brands can use the space to educate and demonstrate value, which is highly necessary if your product costs more than the industry average.
Premium brands like Charlotte Tilbury, Estée Lauder, Rare Beauty, and Louis Vuitton have all used live commerce when marketing beauty products of theirs.

Live Commerce for Beauty Brands