TikTok’s K-beauty formula: bring creators in at the idea stage
TikTok's global product marketing lead explained to Korean press why K-beauty works so well on the platform.
Examples from TikTok Shop US
- Medicube (APR): No. 1 with $16.77M in sales over 30 days
- Dr. Melaxin (Brand501): No. 4 at $9.55M
- Torriden: creator collaborations nearly tripled its consideration audience from 1.16M to 3.19M
Points TikTok stressed
- Discovery, interest and purchase happen in one flow
- K-beauty's speed at launching new textures and ingredients fits a trend-driven platform
- Bring creators in from the ad ideation stage and leave room for their own interpretation
Tools mentioned included Symphony (AI ad production), TikTok One (creator matching) and TikTok Shop Affiliate. TikTok Shop runs in 16 countries and is preparing a Korean launch.
"Let creators interpret the message": if you have to protect a brand voice, how far can you actually go with that?
Source: Seoul Economic Daily — K-Beauty Rides TikTok From Discovery to Checkout
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