Milani benefits from TikTok Shop sales as brand marks 18 straight quarters of growth
Beauty retailer Milani Cosmetics outperformed its sales goal by more than 250% for a product in its first two weeks of selling on the TikTok Shop. That was the first time Milani Cosmetics used TikTok Shop to launch a product that it would then make available through traditional retail stores and channels. The product, Highly […] The post Milani benefits from TikTok Shop sales as brand marks 18 straight quarters of growth appeared first on Digital Commerce 360.
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Beauty retailer Milani Cosmetics outperformed its sales goal by more than 250% for a product in its first two weeks of selling on the TikTok Shop. That was the first time Milani Cosmetics used TikTok Shop to launch a product that it would then make available through traditional retail stores and channels.
The product, Highly Rated Lash Extensions XL Volumizing Tubing Mascara, also gathered 1. 5 million impressions on the social media platform. Milani Cosmetics began selling on the TikTok Shop about two years ago, chief marketing officer Jeremy Lowenstein told Digital Commerce 360.
“Like most brands, we all started to pilot and figure out how to play within the channel,” Lowenstein said. “First, we just turned it on and said: Let’s see what happens.” The retailer began working with influencers and affiliates on TikTok, he said. It later also brought in an agency to make its outreach to affiliates on TikTok “a more concerted effort.”
Milani Cosmetics also had to consider which products it made available on TikTok Shop. It started with its full portfolio of sampling, to a narrow selection for core items, and ultimately landed on the test for the aforementioned mascara. Milani Cosmetics is a 25-year-old brand.
It started selling in physical drug stores before making its way into retailers such as CVS, Walgreens, Walmart, Target and Ulta, Lowenstein told Digital Commerce 360. It later joined Amazon, which he said is one of Milani Cosmetics’ top five retailers. However, Amazon is “nowhere near half” the brand’s sales. Milani Cosmetics is a private retailer.
Lowenstein said its sales are “north of $250 million as a brand.” Additionally, Milani Cosmetics has achieved 18 consecutive quarters of growth, Lowenstein shared. Milani Cosmetics is No. 1568 in the Top 2000 Database. The market research tool ranks North America’s largest online retailers by their annual ecommerce sales.
News Ulta Beauty adds TikTok Shop to its online sales efforts Brian Warmoth | Mar 17, 2026
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