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

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 four-hour livestream cohosted by beauty influencer Yonna Jay and cosmetic chemist Erica Douglas (aka Sister Scientist). The livestream netted hundreds of thousands of views and enough sales that E.l.f. Hair became the brand’s biggest day...