Natalie Plain, CEO and founder of Billion Dollar Beauty, saw her 12-year-old patented BrowBuddy tool gain new momentum on TikTok. After one organic video from a creator in Texas went viral, generating $10,000 in sales, the company put Spark ad spend behind it and achieved 3X growth in just one week.

In this episode, Natalie shares how her problem-solution based beauty company pivoted quickly to embrace TikTok Shop 18 months ago, starting with just one product and expanding to over 50 items. She explains how the platform has fundamentally changed her business by providing unprecedented distribution opportunities that weren't possible during the product's first decade on the market.

What You'll Learn in This Episode:

• The strategy that turned that initial success into 3X growth in just one week using Spark ads
• How Billion Dollar Beauty expanded from one product to over 50 items on TikTok Shop in 18 months
• The approach to building relationships with creators through gifting and maintaining those connections over time
• How TikTok's direct consumer communication enabled Billion Dollar Beauty to develop new versions of the BrowBuddy based on immediate customer feedback

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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.

Kayla, Director of Influencer Marketing, and Amanda, Director of Performance Marketing at VEGAMOUR, discovered that by creating a strategic feedback loop between creative and performance, they could harness TikTok's power for their hair growth and wellness brand. The leading plant technology company, known for their GRO Hair Serum, has seen remarkable success by focusing on influencer-generated content (IGC), which has driven 90% higher conversion rates compared to brand-created assets.

In this episode, the VEGAMOUR team shares how they scaled IGC by 73% year over year and developed a full-funnel approach that goes beyond last-click attribution. By partnering with their third-party measurement platform, they uncovered CPAs that were 51% lower than traditional attribution models showed, proving TikTok's significant halo effect across their entire business. They explain why transitioning from primarily low and mid-funnel campaigns to include top-of-funnel initiatives has been crucial for sustainable growth.

What You'll Learn in This Episode:

• How VEGAMOUR scaled influencer-generated content by 73% year-over-year after seeing 90% higher conversion rates with IGC compared to brand-created content
• Why their third-party measurement platform revealed CPAs 51% lower than last-click attribution suggested
• The strategic shift from focusing solely on conversion-oriented campaigns to adopting a full-funnel approach with video view and traffic campaigns
• How VEGAMOUR uses post-purchase survey data to quantify TikTok's halo effect on overall business sales
• Why TikTok Shop's frictionless checkout experience has become instrumental in accelerating the brand's growth

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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.

Catalina Leyva, Director of Retention and Social Commerce at MaryRuth’s, shares how TikTok Shop became a key growth lever for the brand—unlocking both community trust and cross-channel impact.

After just two to three creators organically drove over $200,000 in GMV in a single month, the MaryRuth’s team realized they had tapped into something they hadn’t seen anywhere else. By pairing that momentum with paid strategy and scaling creator outreach through automation, they built a high-performing engine of authentic content, product education, and commerce.

In this episode, Catalina shares how that TikTok-first approach didn’t just boost performance on-platform, it created a halo effect across Amazon and Shopify, driving a 30–40% lift in sales on key SKUs and influencing consumer behavior across the funnel.

What You’ll Learn in This Episode:

• How just 2–3 creators organically generated over $200,000 in GMV in a single month
• How TikTok Shop created a uniquely authentic space for creators to build trust through real product reviews
• Why combining organic creator momentum with paid ads accelerated brand growth
• The shift from manual creator outreach to automated scaling, fueling reach across key demographics
• How bundles and Super Brand Day activations drove a measurable spike in Amazon performance
• The quantifiable halo effect TikTok had on both Amazon and Shopify, including a 30–40% lift in certain SKUs
• Why authenticity and transparency became pillars of MaryRuth’s brand identity on TikTok

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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.