Outshine Talent signs mmmmitchell, whose makeup brand sold $2 million in one week on TikTok Shop

Mitchell Halliday, the U.K.-based Instagram beauty content creator and founder of TikTok-viral makeup brand Made by Mitchell, has signed with Outshine Talent for representation in all areas.

Halliday, who’s 25, went from a career in singing (he was on The X Factor back in 2016) to makeup when he was in his early twenties. He joined Instagram as mmmmitchell to help promote himself as a burgeoning makeup artist, and now has over a million followers on the platform. In 2020, he launched his own brand Made by Mitchell with its flagship product Blursh.

Last year, Made by Mitchell became one of TikTok Shop’s biggest beauty sellers: After hitting 500,000 followers on its account, it hosted a weeklong marketing campaign involving flash sales and livestreams, and in those seven days sold over $2 million worth of product, according to TikTok.

Outshine tells Tubefilter it plans to “secure big picture collaborations and expand [Halliday’s] business across verticals which includes fashion, home, luxury, and more.” It also wants to build a bigger audience for his short-form and long-form content outside of the U.K.–with “specific focuses in the U.S. market,” it says.

Halliday will be managed by Outshine’s CEO Barbara Jones as well as its head of talent, Caroline Shin Sixt.

“We’re absolutely thrilled to represent Mitchell and grow his career globally along with his brand Made by Mitchell. Mitchell is special and incredibly talented, we’re excited about this journey together,” Jones tells Tubefilter.

“I’m thrilled to embark on this new journey with Outshine!” Halliday adds. “I know I’m in the best hands with them. They are passionate, strategic and understands the vision I have for the growth of my personal brand. I’m excited to work on some iconic projects together.”