Made By Mitchell

Made By Mitchell is a British colour-cosmetics brand founded in 2020 by the makeup artist Mitchell Halliday, who is also known online as Mmmmitchell [2]. Built around bold, multipurpose makeup for a wide range of skin tones, the brand grew from a small operation into one of TikTok Shop's biggest beauty sellers, and remains active across the UK, the US, Australia, Europe and other markets.

Halliday, a self-taught makeup artist who grew up on a council estate in Bolton, built the brand on an inclusive premise: that makeup is a form of self-expression open to everyone. The label is best known for its liquid blush, Blursh, and for a run of products that went viral on social media before the brand moved into bricks-and-mortar retail.

⚑ Thinner sourcing. The article relies largely on the brand's own statements (T2–T3). Glowpedia is seeking independent sources.

Mitchell Halliday taught himself makeup using online tutorials and began his career in a small Manchester salon with limited resources. Before founding the brand he appeared on British and American reality television, including The X Factor UK in 2016 and American Beauty Star, the latter as a teenager [6][7]. According to the company, his salon experience with scarce supplies pushed him to develop multipurpose products that could work across diverse skin tones and needs.

He established Made By Mitchell in 2020, with Blursh positioned as the flagship product [6]. The brand describes its founding mission as creating "an inclusive, versatile brand accessible to all," and Halliday frames makeup less as a business than as an art form: in one interview he said he makes products "based on how they make me feel as an artist," not on commercial logic.

The brand's earliest years were difficult. Halliday has said that for the first two years he felt the label "weren't really taken notice of," and at one point the small team was selling roughly twenty orders a month [7]. Trade coverage records that the three-person team came close to discontinuing the brand around the one-year mark before a pivot toward social-commerce selling changed its trajectory.

The turning point came through TikTok Shop, which Made By Mitchell adopted early. The brand reported selling around one million dollars of product within hours of one livestream-driven push, and a later week-long campaign of flash sales and livestreams generated about two million dollars in sales over seven days [6]. Industry coverage records a sale of one million dollars in 24 hours in June 2024, described as a UK TikTok Shop record [4].

That momentum carried the brand off-platform. It made its high-street debut at Boots in 2024, opened its first physical store in Liverpool in 2025, and launched at the US retailer Ulta Beauty in early 2026 [4]. In March 2024, Halliday signed with the talent agency Outshine Talent for representation across his business interests, with a stated emphasis on expanding into the US market [6].

There is a small inconsistency in the brand's own timeline: while sources agree the company launched in 2020 with Blursh as its flagship, the brand's about page separately dates the Blursh launch to 2021 [2].

Made By Mitchell positions itself as an inclusive, accessible makeup brand built on diversity and self-expression rather than rivalry. "Makeup isn't just about looking good," the company says, "it's about feeling fabulous, inside and out." Halliday has repeatedly framed community as the brand's organising idea, saying in one interview, "everyone's obsessed with rivalry. I'm obsessed with community."

Inclusivity extends into product development. Halliday has credited Black women among the brand's customers with shaping his understanding of undertones and formulation, describing them as central to the brand's identity, and has spoken of plans to expand into African markets [7]. The brand's stated tagline is "Let You Shine Through."

The range spans face, eyes and lips — including blusher, bronzer, complexion products, highlighter, eyeliner, eyeshadow, mascara, brow products, lip liners, lip kits, cream lipsticks, lip gloss and lip oil — alongside brushes, tools and branded accessories. Its signature product is Blursh, a liquid blush that became the brand's breakout item.

Beyond Blursh, several products became social-media bestsellers, among them the Curve Case, Truth Tint and the Beam Lip Gloss; the Curve Case has been described in trade press as one of the brand's most viral bestsellers [5]. The brand has also released themed collections, including licensed and seasonal lines. According to retailer listings, Made By Mitchell is certified cruelty-free [8].

Made By Mitchell's rise has been covered by trade and creator-economy press. Tubefilter reported on its TikTok Shop sales campaign and Halliday's talent-agency signing in 2024, and Cosmetics Business interviewed Halliday about the brand's global expansion, its move into bricks-and-mortar retail and its US launch [5].

The brand is active. Its most recent milestone on record is its launch at Ulta Beauty in the US in February 2026, following the opening of its first physical store in Liverpool in 2025 [4]. It maintains an active social-media presence and distributes across multiple regions, with a UK base and stockists in the US, Australia, Europe and beyond.