How Wonderskin Became a Beauty Powerhouse with a Performance-First Strategy

Wonderskin's TikTok journey began slowly, but by late 2023, the beauty brand had fully embraced a performance-first mindset, and the results speak for themselves.

How Wonderskin leveraged TikTok Shop to accelerate growth

Wonderskin’s early presence on TikTok in 2021 was minimal, but by late 2023, the brand relaunched with a performance-driven strategy and a test-and-learn mindset. Key to this new direction was their early adoption of TikTok Shop Ads, where they were among the first to combine Shop and Web ads strategically. This move helped them drive measurable results and set the stage for a breakthrough year in 2024.

Their entry into the U.S. market at the end of 2023 marked a turning point, as the brand gained first-mover advantage with TikTok Shop and established a strong foundation for rapid growth in both the UK and US markets.

A breakout year: scaling performance and community on TikTok

Throughout 2024, Wonderskin’s impressive scale-up in the US translated to impressive growth in both web and TikTok Shop sales. Behind that success was a consistent strategy built on:

• A commitment to continuous creative testing

• Leveraging creators through TikTok Creative Exchange

• A test-and-learn mindset

• Early and ongoing adoption of TikTok’s latest ad innovations; including Video Shopping Ads (VSA), Shop Ads, and GMV Max

To execute at scale, the brand tapped into tools like TikTok Creative Exchange (TTCX), TikTok Creator Challenge (TTCC), and TikTok One, enabling them to work with a wide network of top creative partners. Over the course of the year, they expanded their product lineup beyond their hero Wonder Blading Lip Stain to include the 1440 Longwear 360 Contour Lip Liner, Wonder Blading Brow Stain, and Lip Rehab Serum Oil; all of which quickly found traction with TikTok’s beauty-savvy audience.

Fostering virality: the ‘Lipotle’ moment

A major highlight came in July 2024, when Wonderskin partnered with Chipotle Mexican Grill to launch the limited-edition Lipotle Wonder Blading Peel and Reveal Green Foil Lip Stain on National Avocado Day. This PR-driven event was a viral success, earning a massive organic response from the TikTok beauty community. The product sold out in just 48 hours, with 10,000 units moved during that period.

Industry-first TikTok-led product innovation

In the last quarter of 2024, the brand introduced the FYP Filter Powder, a product created specifically for TikTok and its For You Page. This “TikTok-first” approach reflected a broader shift in their product strategy: developing with the platform, community, and conversion in mind from the outset.

Affiliate scaling and halo effect

By year’s end, Wonderskin had:

• Sold over 300,000 units on TikTok Shop

• Reached 16 million+ views on their TikTok product page

• Built a robust affiliate program with 20,000+ active partnerships

The strength of their affiliate network played a key role in doubling their repeat purchase rate over the past year.

What’s more, Wonderskin noticed a significant halo effect: for every additional $1,000 spent on TikTok media, they observed a noticeable increase in Amazon brand and product searches: demonstrating TikTok’s ability to drive not just direct conversions, but broader omnichannel brand demand.

Momentum into 2025: Wonderskin's performance surge

The brand carried this momentum into 2025. In the first quarter, Wonder Blading Lip Stain sales on TikTok Shop increased by +70% compared to Q4 2024, with over 400 units sold per day since the start of the year. As of now, one Wonderskin Lip Stain is sold every 5 seconds on TikTok Shop.

Behind the scenes, Wonderskin continues to invest heavily in creative testing: running more than 5,000 creative variations in the past 12 months across six creator partners and agencies.

Wonderskin’s TikTok strategy, rooted in platform-native creative, rapid iteration, and performance-driven execution, has taken them from a challenger brand to a leader in the long-wear beauty space. Their journey is a powerful example of how brands can scale with intention, creativity, and community on TikTok.