Social media’s big bet: the shopping revolution will be livestreamed

Manrika Khaira regularly broadcasts live on TikTok to her following of more than half a million people. She uses the social media platform to demonstrate how she gets ready in cheerful tutorial-style videos, while marketing cheap or discounted beauty products.

In one livestream, testing out some heated hair crimpers sent to her, she realises her dark locks are burning and quickly snaps out of her smiley routine to warn those tuning in.