Meet Stormi Steele, founder of Canvas Beauty.
The woman who broke TikTok Shop’s Black Friday record.
Here’s how she did it (and how you can steal the playbook):
During Black Friday 2024, Stormi hosted a single TikTok LIVE that changed everything.
$2M+ in total sales. $1M in the first 2 hours.
TikTok's biggest LIVE shopping event ever, all from one stream.
Just her, the product, and people ready to buy.
The formula was simple:
Show, don't tell.
1. She demonstrated results live.
2. Answered questions as they came in.
3. Offered bundles you could only get right then.
Shopping stopped feeling like a chore and started feeling like an event.
But here's what most people miss:
Canvas Beauty didn't get lucky.
They built a creator ecosystem.
Beauty creators earned commissions promoting Canvas on their own LIVEs.
Exclusive bundles only existed inside the TikTok Shop.
Every stream felt like a show, not a sales pitch.
This tapped into what TikTok actually wants.
People don't want ads.
They want authentic experiences that feel personal and fun.
Canvas mastered selling without feeling like they were selling.
When Black Friday hit, the system was already running:
• Creators promoting.
• LIVEs scheduled.
• Bundles ready.
One viral LIVE turned into millions.
From 2022 to now, Canvas has gone from a small, self-funded brand to one of TikTok Shop's top sellers.
TikTok Shop isn't about hoping something goes viral.
It’s about:
• Building trust.
• Going live consistently.
• Making every stream an event.
• Leveraging creators who move product.
It works if you know how to apply it.
Stormi didn't wait for ads to work.
She made TikTok Shop her storefront, and crushed it.
Ashley Wright
Founder & CEO | Social Tale