How A Hairstylist Became One Of TikTok Shop’s Biggest Livestream Stars And Surpassed 1M Orders

Mandys Peña, founder of Simply Mandys, became the first TikTok Shop creator to generate $1 million in gross merchandise value during a single eight-hour livestream. According to Beauty Independent, her success is driven by targeting the U.S. Hispanic market—which commands $2.7 trillion in buying power per NielsenIQ—through authentic, Spanish-language content.

Why is cultural targeting driving the next wave of beauty growth?

Beauty brands are shifting toward hyper-specific cultural targeting to capture underserved markets. While many American brands prioritize English-speaking consumers, Simply Mandys built its foundation on Spanish-language content. This strategy taps into a demographic that represents nearly 20% of the U.S. population, according to NielsenIQ.

NielsenIQ reports that Hispanic consumers are among the most influential growth drivers in the beauty sector, specifically within haircare. By speaking directly to this community as a Mexican immigrant and experienced stylist, Peña bypassed the generic marketing used by larger corporations.

How is “unscripted” livestreaming replacing traditional e-commerce?

Livestream commerce is moving away from the “infomercial” style toward organic, relationship-based selling. Peña rejects the structured playbooks provided by TikTok, opting instead for eight-hour sessions that mimic a salon appointment. She answers questions in real time and shares personal details about her life and business.

This approach creates a level of trust that traditional retail lacks. Peña told Beauty Independent that TikTok Shop is taking business away from retailers like Amazon because video allows customers to see a product’s actual performance—such as how a shirt stretches or how a haircare product works—rather than relying on written reviews.

Comparison: Traditional E-commerce vs. Livestream Commerce

What happens when creators transition to CEOs?

The “creator-to-CEO” pipeline requires a fundamental shift from content production to organizational management. Peña, who began as a hairstylist in Mexico at age 16, now manages 12 employees. She notes that while creating and selling products is intuitive, building the systems to support that growth is the primary challenge.

To manage this, Peña brought in her husband, Sven Greany, as CFO. Greany, a former Army member with 25 years in the automotive industry, oversees finance, inventory, and operations. This transition highlights a broader trend where creator-led brands are professionalizing their back-end operations to prepare for physical retail expansion.

Will TikTok Shop brands successfully move into physical retail?

The next stage for livestream-native brands is omnichannel expansion. Simply Mandys currently derives about 85% of its revenue from TikTok Shop and has surpassed 1 million orders. However, Peña’s five-year goal is to establish the brand in physical stores.

This move tests whether a community built on digital authenticity can translate to a shelf in a retail store. The success of this transition depends on whether the brand’s “hero products”—such as the “I Don’t Give A Frizz Leave-In Spray”—can maintain their appeal without the real-time guidance of the founder.

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