PT
Glowhaus · Beauty & Skincare
One serum, sixty videos, ninety days
Glowhaus had a strong product, a Shopify store doing modest numbers, and no TikTok presence whatsoever. The brief was blunt: prove the channel inside a quarter or drop it.
The engagement
- Category
- Beauty & skincare
- Starting point
- No TikTok Shop
- Engagement
- Launch, then Growth retainer
- Timeframe
- 90 days to the result below
- Markets
- United Kingdom
Services used
Headline numbers
- £180k
- GMV in first 90 days
- 24M
- Organic views produced
- 6.1x
- Blended ROAS
- 62%
- Revenue from organic & affiliate
- 60
- UGC videos shipped
- 2
- Full sell-outs of the hero SKU
The challenge
The challenge
Skincare is one of the most saturated categories on TikTok Shop. Glowhaus was entering it with no audience, no creator relationships and a catalogue of eleven products with broadly similar messaging — which meant no obvious place for the algorithm to get traction.
The internal expectation, set by a previous agency, was that a launch needed the full range live and a six-figure media budget to move. Both assumptions were wrong, and both would have burned the quarter.
Our approach
What we did
We cut the launch catalogue from eleven products to one. A single hero serum with a demonstrable before-and-after gave creators something to actually show, and gave the account a consistent signal instead of eleven weak ones.
Branding work focused entirely on the first two seconds: a texture shot that read instantly at thumbnail size, a claim we could substantiate, and a caption system that survived muted autoplay. The creator brief fitted on one page.
Sixty scripted UGC videos shipped over twelve weeks across four angles — routine, results, ingredient explainer and skeptic-convert. The affiliate programme went live on day one with a tiered commission that rewarded repeat posters rather than one-off samples.
Paid spend stayed deliberately small until week five. Only once three organic assets had cleared our hook-rate threshold did we put media behind them.
The result
The result
£180,000 in GMV across the first ninety days, with 62% of it attributable to affiliate and organic distribution rather than paid media.
The hero serum sold out twice. After the second stockout we rebuilt the forecast with the client's operations lead so creative volume and stock coverage were planned together rather than sequentially.
The account moved onto a Growth retainer at the end of the quarter, and the remaining ten products were introduced gradually against proven creative angles instead of all at once.
“We had written TikTok off after one bad agency experience. Primetok cut our launch range down to a single product, which felt reckless at the time and turned out to be the whole answer.”
Figures and quotation are illustrative placeholders pending client sign-off.
More work
Other accounts, other problems.
Your brief
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