Inspired by his early days working in a salon where resources were limited, Mitchell Halliday, Mmmmitchell, envisioned creating a makeup brand that encapsulated inclusivity and versatility. Drawing from his own experience of not having an extensive kit due to financial constraints, he sought to develop products that were multi-purpose and accessible to all. This desire for inclusivity and practicality fueled his vision to craft a line that catered to a spectrum of needs and skin tones. True to his signature colorful style, Mitchell's brand embodies vibrancy and diversity, reflecting his own dynamic and bold approach to makeup artistry.

In 2021, Mitchell Halliday witnessed the birth of his standout product, Blursh, marking a watershed moment in his career. Recognizing the exceptional potential of Blursh, he understood that this product would be a game-changer. As the founder of Made By Mitchell, he saw his creation swiftly gaining widespread acclaim, transcending borders and traveling to the hands of customers across the globe. The success of Blursh marked a milestone in his journey, affirming his ability to innovate and deliver a product that resonated with makeup enthusiasts worldwide, solidifying his brand's position in the beauty industry. Mitchell's dedication and vision had manifested in a product that became a staple for makeup artists and beauty aficionados, symbolizing his entrepreneurial triumph and creative prowess.

In 2022, Made By Mitchell took a monumental leap by becoming available on the TikTok Shop platform, coinciding with the platform's burgeoning presence and influence in the beauty industry. This collaboration marked a significant milestone, as Made By Mitchell's products became an integral part of the rapidly evolving beauty landscape on TikTok. Mitchell's brand served as the cornerstone for an entirely new beauty community that rapidly gained momentum in the UK. Made By Mitchell not only offered quality makeup but also fostered a spirited and innovative space within the beauty realm, establishing a vibrant and unprecedented community that set new standards and trends, further solidifying Mitchell's influence and the brand's prominence in the ever-expanding world of beauty and cosmetics.

In 2023, Made By Mitchell took a bold leap by joining the TikTok Shop platform, despite initial skepticism from both buyers and merchants about its potential. Mitchell's brand invested considerable time and resources into this venture, recognising the platform's rising influence despite uncertainties. The risk they took soon paid off significantly. The decision to collaborate with TikTok Shop proved to be a game-changer as, in a groundbreaking turn of events, the brand achieved record-breaking sales. In just one week, the turnover skyrocketed to an astonishing $2 million, far surpassing expectations and effectively silencing any doubts. This extraordinary success not only validated the decision to invest in TikTok Shop but also solidified Made By Mitchell as a leader in the beauty industry, demonstrating the immense power and reach of both the brand and the platform.

From the spotlight of the television screen, where Mitchell once showcased his own makeup artistry (American Beauty Star 2016), to the helm of his own brand, this journey has been a whirlwind of creativity and determination. Highlighted by the full circle moment of being invited to guest judge on the UK makeup show, Glow Up. "Transitioning from being a contestant to a creator was a transformative 360-degree moment. Now, as the founder of my own makeup line, I've experienced the highs and lows of entrepreneurship, learning invaluable lessons along the way. It's a surreal full circle moment to now be invited as a judge on a similar show, tasked with identifying and nurturing the next generation of talent. With each step, I'm reminded of the power of passion and perseverance, and I'm excited to pay it forward by guiding and inspiring others on their own paths to success."