Bime Beauty

The objective

Reaching Haircare heights with the #BeautyTok community

The beauty industry has experienced a revolution on TikTok. With the help of hauls, "Get Ready With Me" (GRWM) content, and honest product reviews, beauty content is thriving. Beauty and cosmetics company Bime Beauty wanted to put its own stamp on the #BeautyTok community while showcasing its products to relevant audiences. Understanding the influence of creators in this category and the buying power of TikTok users, the brand looked to the TikTok Creator Marketplace (TTCM) to kickstart its haircare collaboration and inspire a new audience with new looks.

With a simpler way to find the right creators and relevant audiences, Bime Beauty could more effectively reach the TikTok beauty community. Through TTCM, the brand drove product awareness and was able to put its products in front of a relevant, highly engaged audience. This dynamic strategy led to a significant increase in revenue, amplified sales, and a notable spike in web traffic.

The solution

Real-time, honest reviews reach the right audience

We know that TikTok users trust what their favorite creators post about, presenting a huge opportunity for brands. In fact, according to the Tiktok Marketing Science Global Creators Drive Study, conducted by Material, it has been shown that 64% of TikTok users have bought something after seeing a TikTok creator recommend it. And when brands really want to target their ideal customers, choosing the right creator to work with is key.

Steph T, AKA @itz_steph, was one of the creators Bime Beauty worked with through TTCM. Steph’s content is centered around hair styling and wig installs for women of color as well as her family life in an unfiltered, real way. And, with 560,000 followers, she made a great fit for boosting Bime Beauty’s reach to a relevant audience.

For the collaboration, Steph showed herself using Bime Beauty’s flat iron on her own natural hair in real-time in her home, meaning all 36,2000 viewers got to see the product in action. By stitching her video with a previous TikTok video, she showed the full process, from asking her followers for straightening tips to finding the Bime Beauty flat iron. Using the hashtags #naturalhair (24.6 billion views) and #curlyhair (50.5 billion views), Steph’s content was more likely to reach the TikTok communities who could relate to Steph’s video and be interested in the product.

Bime Beauty tapped into relevant communities quickly and easily with the TikTok Creator Marketplace.

“Within a few hours I was able to get projects going and find the creators I needed,” said Tanya Bourque, founder of Bime Beauty. “Many of the creators we worked with went above and beyond to create their content. The process was super smooth and we’ve been blown away by the community support.”

Bime Beauty has also used TTCM's Open Applications option, which allows creators to pitch their content ideas to open campaigns. Not only does this mean it’s easier for brands to find the right creators with the right audiences for their campaigns, it also gives creators the opportunity to put themselves forward for content their audience will genuinely enjoy.

The results

Finding your tribe, your voice and your path to success

Collaborating with creators on the TikTok Creator Marketplace has enabled Bime Beauty to improve reach, grow its brand account following, and become a familiar name in relevant haircare communities on TikTok.

With easy access to over 2 million TikTok creators, TTCM gave the brand a new way to showcase its products. And, by tapping into the trusted recommendations of creators, it engaged the right audiences, resulting in increased revenue of 67% and a 45% surge in web traffic. This dynamic strategy not only propelled sales but also significantly elevated the brand's online presence and influence.