This study discusses the flouted conversational maxims used by the hosts of YSL Beauty Indonesia and Purbasari Indonesia on TikTok Live, using the Cooperative Principle by Grice (1975). This qualitative study analyzes the transcripts of both brands’ TikTok Live shopping sessions conducted on September 13, 2025. The findings reveal that YSL Beauty Indonesia’s host flouted the maxims of Quantity and Relation by providing more information than required and redirecting questions to create a more personalized consultation style. In contrast, Purbasari Indonesia’s host flouted the maxims of Quantity, Quality, and Relation through repetitive explanations, exaggerated promotional claims, and sudden topic shifts to keep the session engaging. The analysis also highlights similarities and differences in the hosts’ communication styles. Both hosts tended to give extended explanations to maintain interaction and prevent silence during the live session. However, YSL Beauty Indonesia’s host organized her responses through structured explanations and follow-up questions, while Purbasari Indonesia’s host relied more on direct promotional language and repeated product claims to encourage viewers to check out. Overall, this study shows that the flouting of conversational maxims in TikTok Live functions as a strategic communication tool that supports audience engagement and influences purchasing decisions in real-time selling contexts.