386Recently, Tuke noticed that a niche skincare and makeup brand store has gone viral in the US TikTok market, skyrocketing in popularity!
In the past 30 days alone, it sold 108,900 products, with sales reaching $3.3 million (about RMB 24.19 million), instantly securing the 6th spot on the sales chart!
That brand is—Tarte Cosmetics' TikTok store.
How did this brand achieve such success? Today, Tuke will take you on a deep dive.
Image source: EchoTik
Health+Environmental Protection, Meeting Young People's Needs
Today's young people, especially Gen Z, pay much more attention to health and environmental protection than ever before.
Tarte Cosmetics incorporatesnatural plant oils, essential oils, vitamins and other skin-beneficial ingredients into its products,and refuses any animal testing. These practices align the brand with contemporary consumer values and help it stand out in the fiercely competitive makeup market.
In addition, Tarte Cosmetics has launched several products that combine skincare and makeup effects, such as foundation that both conceals and nourishes the skin. This "little trick" directly targets young people aged 18-35 who love beauty and efficiency, prompting them to place orders in the TikTok store.
Image source: Tarte Cosmetics official site
$3.3 Million Earned in 30 Days
Speaking of Tarte Cosmetics' explosive popularity, the boost from its TikTok store cannot be ignored.
Tuke has learned that Tarte Cosmetics' TikTok store currently sells 97 products, covering blush, concealer, foundation, and more. The cheapest item is only $8, while the most expensive reaches $202, with the average price per product around $32.57,meeting the needs of entry-level users as well as capturing high-end consumers.
Image source: Tarte Cosmetics official site
With this comprehensive and precise layout, the store's sales have seen explosive growth in the past 30 days, with sales soaring to 108,900 items and revenue reaching $3.3 million, about RMB 24.19 million.
Looking at the long term, the store's cumulative total sales are even more astonishing, having surpassed 2.5 million items, with estimated total revenue as high as $73.2 million, about RMB 530 million!
Of course, achieving these results,influencer marketing has played an indispensable and important supporting role.
Image source: EchoTik
Influencer Promotion: The Secret Weapon Behind Soaring Sales
Tarte Cosmetics knows well that to gain traction and visibility on TikTok, influencer promotion is a key point that cannot be bypassed.
Therefore, the brand has collaborated extensively with 53,600 influencers. These influencers not only vividly showcase product usage through short videos, but also interact deeply with viewers via livestreams, effectively driving product conversion.
▶ Short Video Seeding: Content+Frequency, Double Attraction
Moreover, Tarte Cosmetics places great emphasis on short video sales, with partnered influencers having posted a total of 111,900 sales videos. In the past 30 days, an average of 24,000 influencers promoted the brand via short videos every day.
Image source: EchoTik
Their strategy mainly focuses on micro-influencers, whose follower counts range from thousands to hundreds of thousands. Although not "top-tier," these influencers have very close relationships with their fans, high trust levels, and more authentic sales results. The video content is closely related to everyday life scenarios, such as quick concealing before work or makeup touch-ups before a party, giving viewers a strong sense of immersion.
Additionally, frequent daily updates and a surge of sales videos in a short period help the brand quickly occupy users' minds.
Short video seeding has also proven effective. For example, influencer @Alle Brean's sales video directly pushed sales to 52,400 units, with revenue reaching $1.92 million (about RMB 14.07 million).
In the video, she demonstrates the multifunctionality of a new lipstick, which can be used both as a lip color and as a liquid eyeshadow, helping users understand the product's various uses and quickly capturing consumers' hearts. This lifestyle-oriented promotion method brings users closer to the product and greatly improves conversion rates.
Image source: EchoTik (top) TikTok (bottom)
▶ Livestream Sales: Boosting Sales to New Heights
Livestream sales are another important engine for Tarte Cosmetics' sales.
The brand has held as many as 22,900 livestreams, with 1,500 livestreams in the past 30 days alone, and about 4,000 influencers promoting via livestreams daily.
During livestreams, influencers patiently explain skincare and makeup techniques and answer users' questions in real time. This interactive approach makes users feel like they're "talking" with the brand, invisibly increasing intimacy and trust.
Image source: EchoTik
A special mention goes to a livestream on October 25, 2024, where influencer @justlistentojoe sold 186,800 products in just 2 hours and 12 minutes, with sales reaching $6.64 million (about RMB 48.67 million). This livestream not only showcased the product's appeal but also converted viewers into buyers through effective interaction, exceeding expectations.
Image source: EchoTik
Conclusion
In summary, we can see that Tarte Cosmetics' success is by no means accidental. From its environmentally friendly and healthy brand positioning, to the closed-loop operation of its TikTok store, and leveraging influencer promotion through short video seeding and livestream sales, every step has laid a solid foundation for the brand's explosive sales and reputation.
If you're thinking about taking your brand global, you'll definitely find plenty of inspiration and insight from Tarte Cosmetics' success story.
