Beauty brand Made by Mitchell has officially announced plans to open its first-ever pop-up store in Liverpool. The founder, 26-year-old influencer Mitchell Halliday, confirmed the news on social media, generating significant excitement among his more than one million followers. While the exact location and opening date are still under wraps, the announcement hints at a festive theme for the temporary retail space.
The brand, which launched in 2020, has achieved remarkable success, notably generating £1 million in revenue in a single day through online sales. This move into a physical pop-up store in Liverpool follows previous successful appearances by Halliday in the city, which have consistently drawn hundreds of fans.
Key Takeaways
- Mitchell Halliday has confirmed his brand, Made by Mitchell, will open its first pop-up store in Liverpool.
- The brand is known for its viral success, once making £1 million in a single day.
- Previous appearances by Halliday in Liverpool have resulted in large queues of supporters.
- The brand is already available in Liverpool through a partnership with Boots at Clayton Square.
- Details about the pop-up's location and launch date have not yet been released, but a festive theme is expected.
Social Media Announcement Sparks Excitement
Mitchell Halliday, the founder and face of Made by Mitchell, revealed the plans for the Liverpool store through a video posted to his official social media accounts. The clip showed him organising for the new venture, accompanied by a direct message to his audience: “Spending the day organising our first ever pop up store. Liverpool, we are coming”.
The post, simply captioned “Coming soon”, has quickly built anticipation. For weeks, Halliday had been teasing his followers about a major upcoming project, and the confirmation of a physical store in Liverpool has been met with an enthusiastic response. The company has also suggested the pop-up will have a festive feel, aligning with a potential launch in the busy pre-Christmas shopping period.
This approach is consistent with Halliday's previous engagements in the city. During past visits, he created city-wide scavenger hunts, leaving clues at various locations for fans to find him, turning his appearances into interactive events that drive significant social media engagement.
A Viral Sensation
The Made by Mitchell brand has demonstrated extraordinary commercial success, particularly on social media platforms. In one notable 24-hour period, the business generated £1 million in sales, primarily through TikTok Shop. In a separate week-long campaign, the brand achieved £2 million in revenue.
The Meteoric Rise of Made by Mitchell
Founded in 2020, Made by Mitchell quickly disrupted the beauty industry. Mitchell Halliday, a talented makeup artist with a distinctive and colourful style, leveraged platforms like TikTok and Instagram to build a loyal community. His brand is celebrated for its highly pigmented and versatile products, designed for both professional artists and everyday consumers.
The brand's success is largely attributed to its viral products. Items such as the Blursh Balm, a multi-use cream product, and the Curve Case, a collection of contour and concealer shades, became staples in the online beauty community. Halliday's engaging tutorials and authentic connection with his audience propelled the brand's popularity.
The financial figures underscore this rapid growth. Achieving £1 million in a single day is a milestone few independent brands reach, highlighting the power of its digital-first strategy. This success has paved the way for expansion into physical retail, starting with major partnerships and now its own temporary store.
A Strong Connection with Liverpool
The choice of Liverpool for the brand's first pop-up is no surprise. Halliday's previous visits have always been met with immense support. During a promotional event in July at the Boots store in Clayton Square, hundreds of people queued for hours to meet him and purchase products from his new retail display.
The crowds at these events demonstrate a strong and dedicated customer base in the region. The pop-up store will provide an opportunity for these fans to experience the brand in a more immersive way, beyond the shelves of a department store. It allows for direct interaction with the products and reinforces the community aspect that Halliday has carefully cultivated online.
Existing Partnership with Boots
In July, Made by Mitchell launched a significant partnership with high-street retailer Boots. The brand's products are now available in stores nationwide, including a prominent display at the Clayton Square location in Liverpool. This collaboration made the brand accessible to a wider audience who prefer to test and purchase makeup in person.
The Boots Collaboration: A Major Milestone
The partnership with Boots marked a pivotal moment for Made by Mitchell, transitioning it from a primarily online brand to a mainstream retail presence. The launch was celebrated with a personal appearance by Halliday at the Clayton Square store, where he met with fans and showcased the product line.
At the time of the launch, Halliday expressed his enthusiasm for the collaboration.
“To partner with Boots is a major milestone moment for Made by Mitchell and something we have dreamed of since the beginning. Our shared brand values and the unrivalled accessibility Boots can offer, mean that people all over the country now have the opportunity to try our products.”
He also highlighted the importance of a physical shopping experience for cosmetics.
“As a makeup artist myself, being able to shop products in-store, try out different shades and feel the textures has always been so important and I am so excited this will now be an option for our customers nationwide.”
Alice Rafferty, Director of Luxury Beauty and Cosmetics at Boots, also commented on the brand's appeal.
“As the home of beauty on the high street, we are committed to bringing the very best brands to our customers and we are delighted Made by Mitchell has joined our selection of over 500 beauty brands at Boots. It is our mission to make the most in-demand products more accessible, and after taking social media by storm we are thrilled to bring Mitchell’s iconic cosmetics to our beauty aisles for customers to test, swatch and play.”
Products available at Boots include popular items like the shine slime body glow, graph-ink liner, all smudge no budge cream eyeliner, and the blush lights. The upcoming pop-up store is expected to offer an even wider selection, potentially including exclusive items and limited-edition sets for the festive season.