HOW A BEAUTY BRAND WENT FROM AMAZON-ONLY TO $100M+ A YEAR

read their story

Grace & Stella were an Amazon brand leaning hard on paid media, with barely any organic presence. They wanted a scalable channel that could drive awareness, traffic and revenue on its own. We coached their in-house team to build TikTok Shop into exactly that - and yearly revenue has since more than doubled, now surpassing $100M.

A proven brand, reliant on paid media

Grace & Stella were doing serious volume on Amazon, but growth leaned on paid media and the brand had hardly any organic presence or retail footprint. TikTok was almost untouched.

The products were made for the platform, visual, giftable, demonstrable and impulse-priced. What was missing was an organic channel that could drive awareness, traffic and revenue on its own.

Foundations: a shop built to convert

We helped the team to build their TikTok Shop from the ground up: restructured listings around the hero SKUs, tuned pricing into impulse range, and built bundle offers that lift average order value from the first click.

Hero SKUs listed with improved titles, imagery, social proof
Bundles engineered for the TikTok buyer
Avg. unit price held at ~$10-$15 for impulse conversion

The creator engine: a 4,000+ creator community

We helped the team build and run an affiliate engine that works! Outreach, sample logistics, content briefs and a Discord community that now runs 4,000+ creators strong. Creators post daily, and affiliate content drives almost all of the shop's revenue.

4,000+ creators in the brand's TikTok / Discord community
1,500+ active affiliates and 2,100+ new videos in 180 days
Affiliate content drives ~97% of TikTok Shop revenue

Scale: TikTok as a launch channel

With the engine compounding, the in-house team took the wheel. We upskilled them on the tactics as we went, so the channel is now run by Grace & Stella and not rented from an agency.

TikTok has become a discovery engine with a huge halo: it more than doubled yearly revenue past $100M and opened doors with major retailers across the US, Canada and UK. It's now core to how the brand launches products.

“Best part about working with The UpTik, when we first started on TikTok Shop we did have a very talented team in-house but we were also fairly new to the platform, so to be able to lean on the guys at The UpTik to coach us and upskill our team, sharing the tips and tactics along the way proved very successful...

Grace & Stella

Beauty brand

ONE CHANNEL, A WHOLE NEW GROWTH ENGINE

TikTok is now a top discovery channel

$100M+

yearly revenue - more than doubled since TikTok

$704K

TikTok Shop revenue - last 180 days

4,000+

creators in the brand's TikTok community

Brand revenue per Grace & Stella; TikTok Shop figures from shop analytics, last 180 days - rounded. Individual results vary and are not a guarantee of future performance.