"Mac Cosmetics is rethinking its retail offering to meet modern consumers where they are. The brand entered Sephora and online beauty retailer Cult Beauty, joining established competitors."
"We're going where our consumers are in a really bold and deliberate way. We want to go where the consumer is shopping and not necessarily where it's comfortable for us."
"TikTok Shop has been evolving and this feels like the perfect time to join because people are really engaged now and understand what it is."
Mac Cosmetics has launched on TikTok Shop, aiming to engage with its 1 billion monthly active users. This move comes as the makeup category faces a slowdown, with ELC reporting a 5% sales decline in fiscal 2025. The brand is adapting its retail strategy, having recently entered Sephora and Cult Beauty. Competing against emerging brands on TikTok, Mac seeks to meet consumers where they shop. The vice president emphasizes the importance of engaging with consumers in a bold manner during this evolving landscape.
Read at Vogue
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