Mela’Aura

The objective

Launching a new TikTok Shop for a fast-growing skincare brand

Mela’Aura is a French beauty brand founded more than 30 years ago, specialising in skincare and beauty products designed for dark, mixed and black skin tones. Created to address the lack of products tailored to these customers, the brand has built a strong reputation through high-quality formulations and is now widely distributed in pharmacies across France, alongside a growing loyal customer base across Africa.

Through @mela.aura, the brand has developed a strong organic presence on TikTok, sharing skincare education, before-and-after transformations, product demonstrations, routines for darker skin tones, beauty tips and customer testimonials. The content style is authentic, educational and creator-led, combining UGC, face-to-camera storytelling and trending video formats native to the platform.

This marked the brand’s first move into TikTok advertising, alongside the launch of its TikTok Shop presence. To maximise campaign performance, Mela’Aura partnered with their agency, Adopterz, leveraging their experience in performance marketing to support campaign optimisation and growth.

The primary objective of the campaign was to drive sales through TikTok Shop while increasing advertising investment in a sustainable and profitable way. Secondary objectives included growing the brand’s community and engagement in France, alongside increasing the visibility and performance of affiliate creator content.

The solution

Leveraging GMV max to diversify campaign content and maximise shop performance

Targeting users in France, the campaign focused on building both awareness and conversion activity around the launch of TikTok Shop for Mela’Aura.

Working together with Adopterz, the skincare brand developed a strategy centred around creator-led content, affiliate amplification and TikTok Shop performance campaigns. The campaign primarily leveraged Product GMV Max, Live GMV Max and the ACA affiliate feature to maximise sales performance while scaling creator activity around the brand.

As part of the Q1 strategy, affiliates were encouraged to focus content around the Spring Week promotional period, helping align creator output with key seasonal sales moments. Multiple live shopping sessions were also launched throughout the campaign, paired with Live GMV Max using both Live-to-Live and Video-to-Live formats to drive additional traffic and conversions directly into the livestream environment.

Sampling played a central role in the strategy, with an average of 50 product samples sent to affiliates each week in order to continuously generate fresh creator content around the products. This approach helped drive strong video volume while maintaining creator quality and authenticity. Alongside expanding affiliate activity, the brand also prioritised relationships with top-performing creators, encouraging them to increase content production and maintain long-term collaboration with the brand.

The campaign content focused on skincare education, routines, before-and-after transformations and authentic testimonials tailored specifically to darker skin tones. By leveraging creator content that already felt native to TikTok’s feed, the campaign was able to build trust, increase engagement and support direct purchase behaviour through TikTok Shop.

The results

Exceptional introductory sales results driven by authentic affiliate content made for the audience

The campaign delivered strong results for Mela’Aura, successfully scaling the brand’s first TikTok Shop activity while driving both sales and visibility amongst new audiences.

Through the combination of TikTok Shop, GMV Max campaigns and affiliate creator content, the campaign generated more than 4,600 orders during Q1 2026, alongside over €233K in total TikTok Shop revenue. The activity also maintained a strong ROI of 3 while scaling advertising investment and creator output simultaneously.

Building on the affiliate-led strategy outlined throughout the campaign, TikTok allowed the brand to quickly identify the creators and communities most closely aligned with Mela’Aura’s target audience. By partnering with creators whose audiences reflected the brand’s core customer base, the campaign achieved stronger engagement and higher conversion efficiency across TikTok Shop activity.

The combination of Product GMV Max, Live GMV Max and affiliate content also helped create a seamless customer journey from discovery through to purchase. Alongside direct sales performance, the campaign generated a high volume of authentic creator videos, significantly increasing visibility for the skincare brand across the platform.

Beyond the core metrics, the campaign strengthened Mela’Aura’s positioning amongst a new generation of beauty consumers, reinforcing the brand’s reputation for skincare tailored to mixed, darker and Black skin tones. The increased visibility also contributed to stronger brand presence in pharmacies across France and supported continued growth across African markets.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.