August was their biggest month ever.

Flash sale and £1 auction LIVEs, GMV Max and affiliates. LIVE GMV tripled from March to August, and auction LIVEs make 2.6× more per hour with no ads.

LIVEs£1 auction LIVEsGMV MaxAffiliates

9:41

+77%

monthly GMV, Mar to Aug

3×

LIVE GMV, Mar to Aug

+77%monthly GMV, March to August 2026

3×LIVE GMV, March to August

1,100%improved LIVE GMV per hour

2.6×GMV per hour on £1 auctions, with no ads

Where they started

Mylee is a UK at-home beauty brand, best known for gel polish. In March 2026, LIVEs made up around a tenth of its TikTok Shop GMV.

What we did

LIVEs

Flash sales and masterclasses.

We plan, present and produce Mylee’s LIVEs: flash sales built around a hero offer, and gel polish masterclasses that show the product being used.

3×

LIVE GMV, Mar to Aug

20%

of August GMV came from LIVEs

GMV per LIVE hour

£365

£945

Flash sale LIVE£1 auction LIVE

GMV per LIVE hour, flash sale vs £1 auction, with no ads. Source: Cipher × TikTok Shop fireside.

£1 auction LIVEs

More per hour, with no ads.

Every lot starts at £1. TikTok pushes free traffic to auction LIVEs, so they work with no ad spend. Moving Mylee’s LIVEs to £1 auctions took GMV per hour from £365 to £945.

2.6×

GMV per LIVE hour

£945

GMV per hour on £1 auctions