Ever heard of someone hitting $1 million in sales during a single TikTok live?
That’s Stormi Steele, founder and CEO of Canvas Beauty, and her journey to that point is as inspiring as it is impressive.
She did it not once but twice!
First time she took 6 hours during her June 8, 2024 TikTok live to make it.
The second time, she needed only half that duration, i.e. only 3 hours, to earn $1 million in her Mega Galore TikTok live on September 27, 2024.
Steele’s success with Canvas Beauty is no accident.
It’s the result of consistent effort, strategic planning, and leveraging TikTok’s unique engagement tools.
That’s what I will be discussing in today’s blog.
Meet Stormi Steele, The Woman Behind Canvas Beauty’s $1M TikTok Success
Stormi’s story starts back in 2011 when she was just a few months away from graduating cosmetology school. But life had other plans—she left Mississippi and landed in Huntsville, Alabama with only $800. With no plan, she began working in a local salon and learned the ropes under a master stylist.
By 2012, she was mixing hair products in her kitchen, trying to solve her own hair growth struggles. A little flaxseed oil here, some vitamin E there—and after months of experimenting and $300 spent, she perfected what would become her signature hair growth serum. She used it on herself, and soon, on her clients.
In 2015, with her serum gaining rave reviews, Stormi opened her own salon.
Fast forward to 2018, and she left styling behind to fully commit to launching Canvas Beauty Brand.
At first, it was a slow climb.
She’d release new products like shampoos and conditioners, but sales were sluggish. That’s when she took a leap and invested $100 in her first social media ad.
It worked—big time.
Within days, she made $15,000, and within two weeks, $440,000.
From there, her sales skyrocketed, with Canvas Beauty hitting $1 million just a few months later.
But even with all the success, Stormi faced serious challenges.
As demand exploded in 2019, she went from processing 6,000 orders a month to 30,000 in just four days.
Her tiny team (just her and her husband, Courtney) struggled to keep up.
They had to build a fulfillment center, hire a customer service team, and deal with supply chain issues—everything was a scramble.
By 2022, despite all her efforts, Stormi found herself nearly breaking even. But she didn’t give up.
Next year, i.e. in 2023, she came back with a plan that would eventually set the paths to future success.
Stormi launched her Body Glaze on TikTok, and the product went viral.
With hundreds of creators jumping on board to promote it, Body Glaze racked up millions of views, and Canvas Beauty gained close to 400,000 followers.
Then came the big moment on June 8, 2024. In a 6-hour TikTok Live, Stormi sold over $1 million worth of products, attracting more than 800,000 viewers, and over 7,000 new followers.
She made a record that day for being the first person to ever do so.
And she did it again.
On September 27, 2024.
This time, she only needed half the duration she needed in her previous live to reach 1 million dollars in sales.
If you follow her on TikTok, you’ll see each time she goes live, her products go out of stock in less than 10 minutes.
And in many of her posts, her loyal customers leave comments about that.
@iamstormisteele Body Glaze Samples Sets dropping JUNE 8th!! Lets see if they last this time… follow us to see if we will have enough to last longer than 10 mins!!!! Heart beating sooooo fast!!! I cant wait! Register for the live!! #bodyglaze #samples #fypage ♬ original sound – CANVAS BEAUTY BRAND
So what exactly is the reason behind her viral success?
How come her products are all sold-out within minutes after launch?
To answer that, I have analyzed Steele and her company, Canvas Beauty’s website, social media all across the internet.
And now I’m going to break down the core steps that led to her success with examples, providing a blueprint that you can adapt to succeed with social commerce.
Stormi Steele’s 17 Winning Strategies for Canvas Beauty with Examples & Tips
Success Rule #1 Leveraging Social Media
If you follow her story, some of which I mentioned above, you’ll notice that she strategically used social media to build and grow her brand.
But what sets Stormi apart isn’t the fact that she used platforms like Facebook, Instagram and TikTok – it’s how she used them.
Stormi Steele began using social media advertising in 2019, starting with paid ads on Instagram and Facebook.
In 2019, she kicked things off with a $100 Instagram and Facebook ad campaign that led to $15,000 in sales in a few days, and later sales grew exponentially through continued efforts.
Stormi saw the potential in TikTok and jumped on it.
She used TikTok as a key platform to market her products, like the Body Glaze, which went viral. TikTok also helped her brand gain a massive following, boosting both sales and awareness.
Success Rule #2 Building a Community
Stormi’s success is not just about the great products that she launched, but how she was able to connect with the people and build a community.
Whether through her candid livestreams or giveaways, she’s built a brand that feels personal. She made her audience feel and believe that they aren’t just customers, but they’re part of a community.
Why it works:
A business can neither survive nor thrive without customers.
Stormi used the most potential channel – social media, to connect with like minded customers who wanted to support her brand and see her grow.
Her loyal customers, as you’ll notice in all of her TikTok, are ready to pour in their support and money because they love Stormi, and of course, they love her products. So they keep coming back.
Here’s a screenshot of her loyal fan-following commenting on her video showing their support.
I can’t capture all the comments in one screenshot, so go ahead and play the video and read all the comments:
@iamstormisteele Its the BODY JAM for us!!!! Who got a chance to see it in action in the shower????
♬ original sound – CANVAS BEAUTY BRAND
Here’s another great example after her Mega CANVAS TikTok Live on September 28, 2024.
Look at the comments; everyone is rooting for Stormi, congratulating her, purchased from her , and waiting for more.
@iamstormisteele This was all i wanted after the Mega CANVAS live last night. When i got home all i could think about was an egg sandwich 😂.. it was 3am and she made me one
♬ original sound – CANVAS BEAUTY BRAND
Success Rule #3 Creating a Sense of Urgency
Creating a sense of urgency encourages immediate action.
One of the strategies Stormi Steele swears by is flash sales and limited-time offers during her TikTok lives.
Why it works:
FOMO (Fear of Missing Out) drives customers to act fast.
When customers feel like they might miss out on a good deal, they are more likely to make quick decisions and purchase.
This urgency pushes them to click “buy now” before the offer expires.
How she does it:
Steele frequently hosts flash sales, deals, and offers to keep her followers excited and engaged.
These limited-time promotions make viewers feel like they can’t afford to wait.
By announcing a deal that will only last for a short period, Steele ensures her audience stays focused, attentive, and ready to act. It’s not just about selling products; it’s about keeping the energy high during her live sessions.
Success Rule #4 Showcasing Products in Action
Simply talking about your product isn’t enough. Steele goes a step further by showcasing her products in videos.
Product Demonstrations:
Whether it’s live or in pre-recorded videos, Steele shows how the product works, its features, and benefits. Seeing the product in action helps the audience visualize themselves using it, making the product more tangible and desirable.
@iamstormisteele All day!!! Every day is a CANVAS DAY for me… the BODY GLAZE BE out her BODY GLAZING HUNNYYYYY!!!
♬ original sound – CANVAS BEAUTY BRAND
Authenticity through Personal Anecdotes:
Sharing personal stories makes the product relatable. Steele’s authentic approach makes the audience trust her and her brand.
She often shares her own journey with the product, how it has helped her, and why she believes in it.
This authenticity resonates with her followers, making them feel more connected to the product and the brand.
@iamstormisteele Yall asked! Soooo here ya go! My hair routine! Yes, i use BODY GLAZE on CANVAS PRODUCTS on my hair!
♬ original sound – CANVAS BEAUTY BRAND
Success Rule #5 Leveraging Social Proof
Social proof plays a crucial role in building trust with potential buyers. Steele uses several methods to show real customers enjoying her products. In fact, most of it’s done automatically. Here’s how 👇
Customer Reviews and Testimonials:
Stormi’s customers post product reviews tagging her and her brand on Instagram, TikTok, YouTube. They talk candidly about how they liked the product, their experiences. These frequent reviews and testimonials from satisfied customers add credibility to her product claims.
People naturally trust the opinions of others, especially those who have already tried and loved the product.
She also chooses to showcase such customer feedback posts in her Instagram Stories. I was lucky to have captured a few on her Instagram before the Stories vanish:
Plus, she uses these reviews and testimonials to write posts about and strengthen the trust among her potential customers. She did something similar on Instagram:
Why it works:
Seeing positive feedback from other customers builds confidence in potential buyers. It helps them believe the product will work for them too.
Social proof reassures potential buyers that they’re making the right decision because others have already benefited from the product.
Success Rule #6 TikTok Duets with Customers
TikTok has a ton of tools to boost creator content. One unique tool is Duet.
Steele amplifies social proof through TikTok duets.
Collaborating with Customers:
She pairs her content with videos of her customers using the product, creating a side-by-side comparison. This real-time interaction with customer videos shows how the product is used and valued by real people, not just the brand.
Fun and Engaging:
Duets also create a fun experience, encouraging other customers to join in and make their own duet videos. This generates more user-generated content and keeps the excitement going.
Why it’s powerful:
TikTok duets add another layer of authenticity.
People feel reassured when they see others using and enjoying the product in real-time. Plus, the fun factor makes others want to participate and share their experience too, further spreading brand awareness.
Success Rule #7 Going Live Often
Consistency is key when it comes to staying top of mind for your audience. Stormi doesn’t just go live during special sales. She appears frequently, celebrating key moments like new product launches or warehouse expansions with live selling events.
These regular touchpoints keep her audience engaged and make her feel like a consistent presence in their lives.
You’ll see her posting about her next TikTok live every few times a week encouraging buyers to shop live.
Impact:
Staying in the audience’s mind keeps the brand relevant, reminding customers that they’re part of a growing community.
Frequent live events also allow her to build relationships with her audience, making them feel like they’re part of her journey.
Success Rule #8 Pre-event Promotion:
The more buzz, the bigger the crowd. Steele builds anticipation by promoting live events in advance, ensuring she maximizes her audience. By creating excitement beforehand, she ensures her audience is ready to show up when the event goes live.
See what’s below. Stormi started promoting her live event a month before and kept promoting it. No wonder she made $1 million in sales in 3 hours.
And she reminds her followers about her upcoming live in every post she shares.
Actionable Tip:
Use social media and email marketing to let your followers know when and why to tune in. Offer sneak peeks, countdowns, or early access details to make them feel like they are part of something exclusive.
Success Rule #9 Giveaways as a Growth Tool
Who doesn’t love free stuff?
Monthly Giveaways:
Steele creates hype by offering free products in nearly every video. They give away hundreds of products during their monthly live sessions. These giveaways help draw in more viewers and create a sense of excitement around the brand.
Why it matters:
Giveaways not only attract more viewers but also increase engagement.
This builds excitement and loyalty within the community. People are more likely to tune in to future livestreams if they feel like they might win something.
Success Rule #10 Showing Off Demand
People want what others are buying.
Posting Order Quantities:
Steele frequently shows how many orders she needs to ship within a certain time frame. This creates social proof and adds urgency. When viewers see products flying off the shelves, it makes them want to join the trend.
Building Trust:
When customers see that others are buying, it increases trust in both the brand and product. Steele’s transparency in showing demand builds credibility and trustworthiness.
Success Rule #11 Engaging with the Audience
Steele doesn’t just talk to her audience—she listens.
When her customers ask her something about a product like restock information, or a new demo, or a new scent, or about the next sale, she responds.
Live Q&A:
During her livestreams, Steele makes it a point to answer questions from her viewers in real-time.
This direct engagement makes viewers feel heard and valued.
Actionable Tip:
Be responsive during live events. Answering questions and addressing concerns creates a personal connection with your audience. This type of interaction builds community and loyalty.
| If you’re using Vimmi’s platform, you can enable real-time Q&A during livestreams on all across platforms. |
Success Rule #12: Cross-promoting on Other Platforms
TikTok is just one part of the strategy.
Multi-platform Promotion:
Steele promotes her TikTok live events across other social media channels like Instagram, ensuring a larger audience. By reaching her followers across multiple platforms, she increases the chances of attracting a larger crowd.
Why it matters:
Cross-promotion helps bring in viewers from other platforms who may not be active on TikTok but are still interested in the products. It broadens her reach and ensures more people are aware of her brand’s activities.
Here’s an example of Stormi cross-promoting her recent TikTok live event on Instagram:
Success Rule #13 Building a Personal Brand
Stormi Steele isn’t just the face of Canvas Beauty—she is the brand.
Humanizing the Brand:
Steele shares her entrepreneurial journey, struggles, and successes with her audience, making her story a key part of the brand. People connect with the authenticity behind her journey, which makes them more invested in her success.
Actionable Tip:
Share your personal experiences. People are more likely to support brands they feel emotionally connected to. A personal brand builds deeper trust and loyalty with your audience.
Success Rule #14 Using Influencers to Extend Reach
Steele collaborates with influencers to promote her products beyond her own reach.
Strategic Collaborations:
By working with influencers who align with her brand, Steele is able to tap into their audience and expand her reach. Influencers bring their own credibility and follower base to the table.
Why it’s effective:
Influencers add another layer of credibility and trust. Their endorsement helps build confidence among new buyers, as they trust the influencers they follow.
Success Rule #15 Behind the Scenes Content
Giving customers a sneak peek into the daily operations is another smart move Steele uses to connect with her audience.
Office Tours and Employee Spotlights:
Steele shares videos of her office setting, featuring her team members and their favorite products.
Why it works:
This type of content humanizes the brand, showing the people behind the scenes. It builds trust and makes the brand feel more approachable.
Adds Relatability:
Seeing employees share their favorite products creates a deeper emotional connection, making customers feel like part of the Canvas Beauty family.
Success Rule #16: Exclusive Product Launches During Live Events
Stormi Steele knows how to get people excited, and her live-only Signature Body Glaze and perfume launch were a perfect example of that. She often drops new products during her live shows, creating an exciting, “you had to be there” kind of vibe.
Why it works:
People love feeling like they’re part of something special. By launching products like “Signature” during live streams, Stormi taps into that sense of exclusivity. Her audience gets a unique chance to buy before anyone else, which adds urgency and excitement. It’s like being at the front of the line for something limited—people don’t want to miss out.
Success Rule #17 Using Social Commerce
Canvas beauty products are available on AMazon, Target, Walmart, Sally Beauty, and other marketplaces, but Stormi went one step ahead.
She chose to meet where her buyers are at: on social media.
She never stopped selling on social media despite her success, and continues to sell, launch, and meet buyers on TikTok and Instagram.
Using social commerce tools, she boosts sales during livestreams.
Why it works:
When you combine exclusivity with live interaction, it creates an irresistible pull. Fans don’t just want the product—they want the experience of being there in real-time, participating in a moment they won’t get later.
Stormi’s audience knows that missing a live show might mean missing out on a product forever. This tactic not only increases sales but also strengthens customer loyalty and keeps people coming back for more live events.
Her journey from a kitchen chemist to a beauty mogul is proof that with the right mix of hustle, strategy, and heart, anything is possible. By blending authenticity, personal branding, and social commerce, she’s proven that connection and creativity are what matter the most.
Build relationships, create moments, and you’ll be on the right path to growing your brand.