X Factor reject was making $1 million a day on TikTok after quick career change

An X Factor reject is now earning up to $1 million a day after changing careers since starring on the ITV talent show.

Mitchell Halliday, who is the brains behind Made By Mitchell, appeared on the ITV talent show in 2016 as part of boyband No Getaway.

“I was actually a singer. I used to sing at the weekends, everywhere you can think of, from pubs to working men’s clubs,” Halliday tells OK!. “I appeared on the X Factor as part of a boy band. It didn’t work out, but if I hadn’t been working in beauty, I like to think I would have found my way into music somewhere.”

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After arriving at boot camp, Mitchell’s X Factor journey in boy band No Getaway came to an abrupt end thanks to Louis Walsh.

After singing Ariana Grande’s One Last Time, Halliday swapped his passion for music for beauty and the 25-year-old, who also goes by the name Mmmmitchell online, began working at his friend’s salon where he honed his skills. Before long, Mitchell had amassed a huge online following, now has a million followers on Instagram and in 2020 launched his own makeup brand, Made By Mitchell, reports the Mirror.

“Early in my career, I collaborated with a lot of different brands, and while they were incredible experiences that showed me how to bring a product to life, there were a lot of limitations on how far I could take something while still being aligned with the aesthetics, formulas and artistry of the partner brands,” he explains.

“That’s when I decided it was time to do something on my own, without another brand name attached, and Made By Mitchell was born. Since then, it has taken the world by storm and filled many gaps in the beauty industry.”

Four years since this new chapter began, the Mitchell’s brand has gone from strength to strength. Earlier this summer, Made By Mitchell became the first UK brand to reach $1 million in sales in a single day on TikTok Shop during a 12-hour live event.

“Becoming the first UK brand to reach $1 million in sales in a day on TikTok Shop was an incredibly proud moment for me and my team. We put everything into making our 12-hour live stream the most exciting and enjoyable shopping experience for our audience,” he tells us.

He adds: “I got tickets to Glastonbury so I celebrated with all my friends by letting loose in the beautiful fields. However, I think most of the time the best way to celebrate is to keep going, because after so much success the one thing you really don’t want to do is go into a lull.”

“We just want to keep getting to the peak, and I don’t believe that everyone has just one peak. Every peak we climb will always lead to a bigger peak.”

But success hasn’t come easy. As he expands his business and takes it to new heights, Mitchell admits it’s a job he can’t “ever switch off from,” given the demands of the brand.

“I feel like Made by Mitchell is a 25/8 job, it never switches off. There are definitely times when I try to switch off, but it’s always in the back of my mind because it’s something I love. Made by Mitchell is my baby, so it’s always going to be on my mind no matter where I am or what I’m doing,” he reveals.

While Manchester-based Mitchell admits he never imagined achieving “this level of success”, he has no plans of slowing down. Having recently launched in 95 Boots stores across the UK, Mitchell has big dreams for the future.

“I want to take the brand global, not just by buying online, but because I want every person on this planet who loves Made by Mitchell to be able to experience it in a really accessible way,” he says.