Freshly Cosmetics

The Objective

Freshly Cosmetics TikTok Shop Success: Redefining Beauty Commerce

Freshly Cosmetics is a benchmark for natural cosmetics in Spain, founded with the ambition to reshape the cosmetics industry through natural, effective, innovative, transparent and sustainable formulas. What started as a small brand with few products on the market and its direct-to-consumer sales model quickly became a digital success story, creating a strong and committed online community, and today selling its products to more than 40 different countries. In recent years Freshly has also achieved a strong presence in the national and international physical market with various retail outlets in Spain, Andorra, Italy, Portugal and France. The Freshly community is already made up of more than 2 million customers.

As an early adopter of TikTok Shop, Freshly has strategically leveraged its strong presence on the platform and a carefully chosen product lineup to tap into new growth opportunities. The brand’s objective has been to broaden its reach within this emerging sales channel, engage new audiences, and continue driving sales through authentic, community-aligned content that resonates with the platform’s culture.

The Solution

Driving Scalable Growth on TikTok Shop with GMV Max

To scale efficiently on TikTok Shop, Freshly Cosmetics tapped into the potential of GMV Max—TikTok’s AI-powered performance solution. In collaboration with Cosmo5, the brand implemented an intelligent, automated strategy aimed at maximizing return on investment, streamlining processes, and ensuring the delivery of the most relevant creatives. This approach made full use of the TikTok Shop ecosystem, integrating approved organic content, affiliate-generated assets, and paid advertising.

The campaign centered around a carefully selected product assortment that blended best-sellers across various price points. This was supported by a hybrid bidding strategy that combined Target ROI with Maximum Delivery, allowing the brand to scale volumes while protecting profitability. Creatively, the campaign blended in-house assets with creator content sourced through the Affiliate Center, with UGC-style videos standing out for their authenticity and ability to connect with audiences. The activation of ACA, which unified both affiliate and brand-owned creatives, also played a key role in driving the campaign’s overall performance.

The Result

3 Keys to GMV Max Success: Efficiency, Creativity & Optimization

The campaign achieved outstanding results, marked by a 90% reduction in cost per order and a dramatic increase in order volume. This surge directly impacted business performance, generating a 2159% increase in sales and a 411% uplift in ROI.

Three strategic pillars drove this success. The first was the creative focus on affiliate content via TikTok Shop’s Affiliate Center, which proved significantly more effective than other formats. Secondly, consistent optimization through Maximum Delivery bidding allowed for rapid learning and iterative improvements.

Finally, the campaign benefited from a phased objective strategy: initially prioritizing visibility and scale with Maximum Delivery, then shifting investment toward the most efficient products. Once profitability targets were reached, the focus moved to Target ROI bidding to maximize return at scale.