Beauty retail goes live on-air as Livescale and Shopify team up in North America

By Deanna Utroske

- Last updated on GMT

© Getty Images \ (g-stockstudio)
© Getty Images \ (g-stockstudio)

Related tags beauty tech ecommerce video livestreaming

Cosmetics and personal care brands using the Shopify ecommerce platform can now livestream shoppable video content.

“What Livescale is doing is revolutionary when it comes to online shopping,”​ says Jennifer Harper, Founder of the color cosmetics company Cheekbone Beauty, in the recent press release from Livescale. (Learn more about Cheekbone Beauty in this Cosmetics Design video interview with Harper.​)

“As a brand,” ​she says, “the fact that we can control our live events, that customers can shop in one's amazing. This technology is leveling the playing field and changing how businesses can grow.”

Livescale ecommerce technology has a background in beauty

Livescale launched in 2016. And in 2019, the tech startup was selected to participate in the L’Oréal Canada corporate accelerator program, as Cosmetics Design reported.

At that time L’Oréal Canada CEO Frank Kollmar shared comments with the press about the importance of technology in the customer service and ecommerce space saying, “Digital technology brings a major shift to the world of beauty, offering us new opportunities to innovate and interact with our consumers.”

“L’Oréal,” ​he said, “leverages technology and digital to shape tomorrow’s ‘limitless beauty’ for all. We profoundly believe in ‘open innovation’….[and that] by combing our innovation potential with those of start-ups, we will co-create the future of beauty.”

And the future is apparently here.

Video and livestream commerce solutions are popular for beauty, fashion, and food

The Livescale platform has seen a lot of interest from brands in cosmetics and personal care, apparel and accessories, and food, according to the company’s recent press release.

“In Asia, live shopping has significantly boosted e-commerce revenue for years,” ​says Virgile Ollivier, Founder and CEO of Livescale, “and since COVID-19, we're seeing a similar surge in North America, which is currently observing an impressive 146% percent growth in online retail orders.”

And, he adds, “We are proud to provide a seamless viewer experience for e-commerce brands ready to embrace live shopping, increase audience engagement and significantly multiply revenue.”

Besides Cheekbone Beauty, brands like Lancome Paris, NYX Professional Makeup, and Shani Darden Skin Care are already using the Livescake shopping platform to reach consumers.



As Editor of, Deanna Utroske often writes about beauty tech and ecommerce solutions, like this one from Livescale.​ Her coverage of the cosmetics and personal care industry spans the Americas region; and she regularly produces video interviews with cosmetics, fragrance, personal care, and packaging experts as well as with indie brand founders.

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