The Story
Lisa Jauregui spent a decade as a MAC Cosmetics trainer before building a loyal following on YouTube sharing practical beauty advice. In 2019, she and her husband Paul took the natural next step: selling directly to that audience.
BK Beauty launched with makeup brushes, eventually expanding to a full line of cruelty-free, vegan beauty tools and cosmetics. Their community-first approach translated perfectly to social commerce.
When they added TikTok Shop in 2024, growth accelerated. By September, BK Beauty was the #1 shop on TikTok. They run 6-hour live sessions from headquarters, with TikTok Shop making up about 15% of daily revenue—and growing.
One creator video with 1.7 million views generated low five figures in sales and solid commissions. The brand has since expanded to YouTube Shopping and Amazon, but TikTok remains their community hub where engagement converts to sales.
"TikTok Shop aligns perfectly with working with content creators. We're seeing a lot of success because it lets customers check out natively where they already engage with us."
— Paul Jauregui, Co-founder, BK Beauty