M-BLITHE

The Objective

Having previously personally struggled with her complexion, M-BLITHE's founder Khemjira Thongsirim, wanted to create clean, quality make-up that would empower young working women to look and feel more confident. The brand launched its first product, “Witch Concealer" seven years ago, with the intention of providing users with a medium-to-full coverage concealer that does not block pores or cause acne. While the product and the rest of M-BLITHE's line gained a lot of success in the retail store EVEANDBOY, the brand wanted to not only expand its reach but explore ways it could build authentic and meaningful connections with its target audience.

The Solution

Upon kickstarting their TikTok account in 2021, M-BLITHE began leveraging the platform to create simple "how-to" videos to showcase how trending make-up looks can be achieved with its product line. The brand used TikTok's video editing tools, which allowed shooting, editing, and uploading of content to be done within the app itself to put together a series of short-form video content that resonated with the larger TikTok community. This included videos about its products, and discussions about skincare issues, which integrated personal anecdotes and advice about skincare from M-BLITHE's business owner.

The success of these videos prompted M-BLITHE to explore other solutions on the platform, such as TikTok Shop. In this way, interested customers were able to shop directly from the app after tuning into M-BLITHE's livestream, generating a direct pathway to purchase.

Their journey on TikTok Shop was also substantiated by creator collaborations forged using the platform's Affiliate Programme, which connected M-BLITHE to creators who were in line with their brand's message of empowerment and self-love. These third-party reviews then fuelled greater awareness, raising M-BLITHE's position as a key beauty brand that shoppers should look out for.

The Result

M-BLITHE has since reached 179.9k followers on its channel, in addition to an average of 1.5M views across its videos. Its success on TikTok has fuelled the brand to expand its product portfolio well beyond the “Witch Concealer" and into areas like face powder, lipstick, and even skin serum.

TikTok Shop – and the way it allowed customers to discover and purchase from M-BLITHE without leaving the app – was also a big driving factor in its growth, allowing the company to see significant GMV increase since its launch.

Tapping into TikTok's diverse creator network through the affiliate program also generated authentic reviews that resonated with the wider community, whilst reinforcing the company's goal to reach more women and help them become more confident.