Truly Beauty
Leveraging GMV Max to grow a New Product into a Hero Product
The objective
Scaling their newly launched Cherry Baby Oil into a hero product on TikTok Shop
Truly Beauty is a fast-growing, clean-beauty skincare and body care brand celebrated for its bold, colorful aesthetic and viral product launches. Known for offering high-performance, vegan, cruelty-free formulations that blend natural ingredients with effective actives, the brand ensures customers never have to choose between healthful and results-driven skincare. Their playful packaging and TikTok-first storytelling have cultivated a loyal Gen Z and millennial community that loves discovering their next beauty must-have through social content.
In June, Truly launched their new Cherry Baby Oil product on TikTok Shop, with the goal of building immediate sales momentum, scaling it into their next hero product, and establishing a playbook for successful future product launches.
The solution
Building a hero SPU on TikTok Shop with GMV Max, our automated Shop Ads solution
To drive results from launch, Truly Beauty leaned on GMV Max and followed TikTok Shop best practices for introducing a new product:
Aggressively sampling to affiliates to create content ahead of launch
Incentivizing top affiliates with rewards for posting
Setting a lower ROI target than their existing campaigns to allow for more competitive bidding and rapid scaling
With GMV Max, Truly was able to automate campaign optimization across creative, targeting, and bidding, freeing up more time to focus on creative and affiliate strategy. GMV Max maximized the affiliate content they were bringing in and helped them build momentum across both paid and organic placements, transforming Cherry Baby Oil into a hero product (defined as any product with >$30k GMV in the last 30 days) in just 12 days.
The results
Cherry Baby Oil grows into a best seller
Within its first month on TikTok Shop, Cherry Baby Oil generated $34.8K incremental GMV, achieved 2.56x ROI, and drove 1,200+ orders with healthy margins. The strong early performance provided a foundation for long-term competitiveness, ensuring Cherry Baby Oil could become a mainstay in Truly Beauty's robust and growing portfolio of viral best sellers.
Tips & takeaways
Use GMV Max to accelerate new product launches. Truly Beauty scaled Cherry Baby Oil into a hero product in under two weeks by letting GMV Max optimize creative, targeting, and bidding automatically.
Pair automation with strong affiliate strategy. Their success came from maximizing affiliate content while GMV Max handled campaign delivery.
Adopt a playbook approach. Truly Beauty treated Cherry Baby Oil’s launch as a template to replicate for future products, building both momentum and long-term competitiveness.
Balance organic and paid placements. By combining affiliate-driven organic content with paid GMV Max campaigns, Truly created consistent sales momentum from day one.
TikTok Shop and GMV Max helped us turn Cherry Baby Oil into a viral hero—blending creativity, affiliates, and automation into a proven launch strategy we can rely on for future growth.