Glow Recipe

The Objective

Glow Recipe is a beauty brand known for its fruit-forward, clinically-effective skincare products. When the brand’s Watermelon Glow Dew Drops and Watermelon Glow Pore-Tight Toner went viral on TikTok earlier this year, they saw a +600% spike in daily sales, and site sales higher than the Black Friday period. With TikTok users enamored by its multi-use watermelon toner and highlighter, Glow Recipe knew it had to capitalize on this window of opportunity.

With sales top-of-mind, Glow Recipe had two goals for TikTok. First, to drive discovery, as 90% of its e-commerce traffic from TikTok comes from first-time customers, according to the brand; and second, to enable audiences to easily complete purchases. With the brand already running an e-commerce business through the Shopify platform, TikTok had just the solution.

The Solution

Glow Recipe became one of the first brands to try out TikTok Shopping. Thanks to an integration with Shopify, they were able to build a digital storefront right within the TikTok app.

To take advantage of TikTok’s storefront feature, Glow Recipe added its product catalog onto TikTok’s shopping tab within the brand’s business profile page. From here, using Product Links, any video content created by Glow Recipe could become shoppable. Glow Recipe’s catalog of products was spotlighted in its organic content that appeared natively on TikTok, leading users to instantly-loaded product detail pages.

The Results

TikTok is known to drive sales organically and empower brands to meaningfully engage with their audiences. TikTok's new Shopify integration has added a more dynamic and seamless way to capture sales opportunities and drive audiences down the funnel. With TikTok's Shopify integration, Glow Recipe was able to successfully drive discovery and increase purchases, delivering on both of its campaign goals.