The influencer-to-beauty-brand-founder pipeline can feel exhausting to anyone who’s a veteran in the industry. With that said, every few years there’s an exception to the rule: an influencer surpasses the title and their brand becomes far more than a cash-grab. Instead? It blossoms with the potential to change the beauty brand landscape itself.
Mitchell Halliday—the UK-based influencer you might know as Mmmmitchell—is one such person. With millions of followers, his brand has fans across the globe, and now can be bought in the United States. Made by Mitchell regularly goes viral on social media, not only because of the name attached to it, but also because the formulas are excellent, the shade ranges are extensive, and the products are clearly made by someone who lives and breathes beauty.
Below, Mitchell explains his career trajectory and dishes about what he’s most excited about for this year’s BEAUTYCON.
What inspired you to start your brand?
Mitchell Halliday: It was my next authentic step. To create something that was just my little project where nobody could tell me no. I knew what was missing on the market and that’s exactly what I wanted to create. Something fresh and exciting but also something that people have always needed, sometimes without even realizing so.
You recently launched in the USA. How has the reception been?
MH: Yes, we launched on TikTok USA. It’s been an absolute honor to be one of the first UK beauty brands to launch over here. The demand has been here for a long time but the product wasn’t as easy to get hold of over here. I’m so excited to grow here and build our community even further. Especially when we launch into our first USA retailer…
What has been the hardest part about launching your brand?
MH: For me the hardest part is the most enjoyable part. Creating something that means so much to you that is heard, it takes your entire heart. I always create with the intention of it being enjoyed by everyone, but I’ve learned that that’s not always the case and that’s okay! Everything I create is my baby, so I can definitely find it hard sometimes when maybe it’s misunderstood. But that just means I care so much, so I wouldn’t change that for the world.
Your brand is routinely credited for its large shade ranges and high-quality formulation. Why is this so important to you?
MH: My main goal with anything I create is simple. It’s made by me but it’s made for everyone. The last four years I’ve been creating products that I have wanted in my makeup artist kit for years and years. A shade for everyone. A formula for everyone. A finish for everyone. But bigger than a shade range and much more important than just having a foundation for everyone, my brand is a safe space for everyone. It’s evolving so quickly due to our fast pace of growth, but one thing that will always remain so purely, is the openness that we have with our customers. They know we listen. They know I care. They know I want to build something not just for them, but with them.
What are you most excited about for Beautycon?
MH: I am so excited to be back! It’s been five years, and so much has changed for me since then. I have my own brand now, I’m a fully fledged adult, even though last time I was there I really did think I had it all figured out then. I didn’t. But I truly feel like I know myself now more than ever and I’m so excited to be in the Beautycon arena with my brand. I can’t wait to meet people that maybe don’t know me but maybe they have seen the brand on TikTok! That’s what I’m so excited for.
What are your thoughts on the role of social media? Is it changing?
MH: To me, social media is the greatest form of marketing. It’s personal, it’s accessible and it’s used by everyone. We have really pioneered the whole use of social commerce, with TikTok Shop UK and that’s allowed us to enter rooms I never even thought would have been possible so early on. Social media is constantly changing. To make it in this you have to be easily adaptable, you have to be resilient and you have to be clever. Social media success isn’t just a fluke. There is strategy and so many layers that go into building a social star or a social brand.
As an artist and educator, what is your beauty philosophy?
MH: My beauty philosophy is to do what makes you feel happy. Take your time, take it all in. Enjoy your time getting ready, enjoy playing and experimenting. That’s when magical beauty moments happen.
What are your five must-have beauty products?
MH: BLURSH, of course. My curve case is my #1 used product. My skin tint really broke some records and a hell of a lot barriers in the beauty space. A “brow down” brow gel. Game changer. So strong and all I use in my brows. Last would have to be a lip liner for freckles and lips.
Shop Mitchell’s must-have products:
