From award-winner to the top-selling body-care brand on TikTok Shop in 2024.
In late 2023, Maëlys, a premium body-care brand, entered a platform many assumed was built for cheap impulse buys.
By the end of 2024, they became the top-selling body-care brand on TikTok Shop, took home the 2025 Glossy Pop Award for Best Use of TikTok Shop, and ranked as a top-five earning Shop in the personal care category in Q1 2025.
During one campaign, they drove an 800 percent increase in total orders, with 87 percent of customers being first-time buyers.
Here’s how they pulled it off:
1. 𝗧𝗵𝗲𝘆 𝘄𝗲𝗮𝗽𝗼𝗻𝗶𝘇𝗲𝗱 𝗮𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰 𝘁𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻𝘀
Most brands pay influencers for polished reviews.
Maëlys built a system around real women sharing their journeys.
They spotlighted creators documenting visible changes in stretch marks, loose skin, and other body-targeting concerns.
This wasn’t about curated aesthetics.
It was about proof, and proof converts.
2. 𝗧𝗵𝗲𝘆 𝗶𝗻𝗰𝗲𝗻𝘁𝗶𝘃𝗶𝘇𝗲𝗱 𝗰𝗿𝗲𝗮𝘁𝗼𝗿𝘀 𝗹𝗶𝗸𝗲 𝗮 𝘁𝗲𝗰𝗵 𝗰𝗼𝗺𝗽𝗮𝗻𝘆
Instead of relying on standard affiliate commissions, they rolled out an incentive program with prizes valued at up to $275,000.
Top creators weren’t just earning revenue.
They were competing for a Ritz-Carlton yacht experience and luxury handbags.
This turned creators into true partners and unlocked high-quality content at scale.
3. 𝗧𝗵𝗲𝘆 𝗺𝗮𝘀𝘁𝗲𝗿𝗲𝗱 𝘁𝗵𝗲 𝗚𝗼𝗹𝗱𝗲𝗻 𝗧𝗿𝗶𝗮𝗻𝗴𝗹𝗲
Maëlys built a three-part system documented in TikTok’s official case study:
• Organic content for trust
• Paid media to scale winning creatives
• Creator partnerships for social proof
Organic content de-risked ad spend.
Ad spend amplified creator performance.
Together, they created a growth flywheel.
4. 𝗧𝗵𝗲𝘆 𝘁𝗵𝗼𝘂𝗴𝗵𝘁 𝗯𝗲𝘆𝗼𝗻𝗱 𝘁𝗵𝗲 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺
Even while dominating TikTok, Maëlys expanded the moment offline.
They went live with a digital billboard in Times Square and ran a TikTok Shop-exclusive 30 percent discount to create urgency.
This wasn’t just a Shop strategy.
It was a full-funnel brand play.
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Maëlys proved that premium, considered-purchase brands can win on TikTok Shop.
They understood that TikTok isn’t only a sales channel. It’s a community.
They didn’t sell body cream. They sold confidence.
And they built the system to scale it.
- Ashley Wright
Founder & CEO, Social Tale
P.S. I break down more TikTok Shop strategies daily on LinkedIn. Follow along for more tips.