This study aims to analyze marketing strategies used for beauty products through live streaming and flash sale features in digital platforms to increase sales. This study focuses on two brands, which are Skintific and Somethinc. These brands were chosen for their performance dominating the beauty industry especially on TikTok. Both of these brands often do live streams and flash sales to boost their sales. This study uses a qualitative approach with a case study research type. The study relies on primary data collected through direct observation on TikTok, as well as secondary data from an analytic site called FastMoss. The data were analyzed descriptively and validated by previous findings. The result indicates that both live streams and flash sales contribute to boosting sales pretty significantly. Live streams could raise potential buyer’s trust and encourage the audience to buy the products promptly. On the other hand, flash sales offer a lower price in a limited time which also urges the buyer to do a transaction immediately. A mix of raised trust and rushed feeling contribute to a boost in sales. These findings highlights the main key of online marketing strategies and the reasoning behind why it works.