Made by Mitchell launches first pop-up in H Beauty

Until the end of October, beauty consumers can purchase viral products previously only available via its TikTok Shop, such as brand favourite Blursh cream blush, sparkly sister brand Blursh Drip Drip and Beam Lip Gloss.

The ‘Mitchell Mart’ pop-up will also offer personalised beauty advice, with Halliday making appearances.

Halliday “found fame on TikTok for its authentic and inclusive approach to make-up” with its video content in eluding make-up transformations and product reviews, racking up over nine million ‘likes’.

BeautyTok, meanwhile, claims 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.

Halliday, CEO of Made By Mitchell, said: "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." 

Patrick Nommensen, GM of UK E-Commerce at TikTok, said: “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."