437Recently, TuKe noticed that a niche body lotion has become popular in the US market of TikTok Shop. This affordable product, priced at only$25, achievedsix-figure sales in just one week.
It is none other than theBODY GLAZE Body Lotion under theCanvas Beauty brand.
Image source: FastMoss
In fact, this product was already very popular on TikTok last year.
In 2024, BODY GLAZE Body Lotion achievedweekly sales of 37,200 units and $757,200 in revenue (approximately RMB 5.54 million), successfully rankingfourth on the TikTok Shop product sales chart.
Image source: EchoTik
Why has this niche brand continued to be popular in the US market? What is the secret to its success?
Founder’s Story: From Hairdresser to TikTok Influencer
The success of BODY GLAZE is inseparable from the unique personal charm of its founder, Stormi Steele.
As a hairdresser, she keenly noticed consumers’ demand for high-quality hair care and skincare products. In 2018, she founded the Canvas Beauty brand, starting with hair care products, and achieved a net profit of one million dollars in just one year.
She then turned her attention to skincare,launching the flagship product—BODY GLAZE Body Lotion.
Image source: Canvas Beauty overseas independent site
Unlike other brands, Canvas Beauty adopted an innovative operational strategy by closely integrating the brand account with founder Stormi’s personal TikTok account, achieving a synergistic effect between brand and personal influence.
Stormi shares her entrepreneurial story, daily life, and product usage experiences, allowing consumers to feel the authenticity and intimacy of the brand. This “founder as brand ambassador” model not only enhances user trust but also effectively boosts brand awareness.
Founder Stormi Steele’s personal account Image source: TikTok
Monetizing the Shop: The Magic of TikTok Traffic
In the TikTok Shop ecosystem, Canvas Beauty’s BODY GLAZE has become a dark horse, quickly converting traffic into actual sales.
According to third-party platform data, total sales of BODY GLAZE Body Lotion haveexceeded 948,600 units, with cumulative sales reaching $23,198,200 (approximately RMB 169 million), accounting for over 90% of the store’s total sales.
Image source: FastMoss
Behind this is the combination of TikTok Shop’s efficient traffic conversion mechanism and the brand’s refined operational strategy.
BODY GLAZE showcases various fragrance sets in the shop, meeting consumers’ needs to try diverse scents and greatly increasing repurchase rates. Meanwhile, the convenient shopping process and intuitive user experience allow consumers to quickly make purchasing decisions. Coupled with TikTok Shop’s recommendation algorithm and platform support, BODY GLAZE is able to reach more target users.
Influencer Collaboration: The Powerful Lever of Social Trust
Influencer collaboration is a key driver behind the rapid rise of BODY GLAZE Body Lotion.
Canvas Beauty has established partnerships with over 15,300 TikTok influencers, ranging from top creators to niche vertical influencers. Through short videos and livestreams, they vividly showcase the product’s functions, fragrances, and effects.
Some influencers who collaborated in the past 90 days Image source: DidaDog
Influencers not only use authentic experiences to attract consumers but also answer questions in real time, further boosting purchase conversion rates.
Especially during livestreams, instant interaction between influencers and consumers makes purchasing decisions easier and more natural. High-quality content and wide reach have helped BODY GLAZE Body Lotion build strong word-of-mouth and trust among consumers.
Image source: TikTok
Going Global: The Success Formula of Content E-commerce
From Stormi Steele’s personal story to the global popularity of BODY GLAZE Body Lotion, the Canvas Beauty brand offers four valuable lessons for other cross-border brands:
1. Empower the Brand with the Founder: Founders build emotional connections with consumers through personal charisma, which is an important way to enhance brand awareness and trust.
2. Shop Operations are Key: Optimize product design and shopping experience, fully utilize TikTok Shop’s recommendation mechanism, and convert traffic into sales.
3. Influencer Collaboration is Essential: Precisely select influencers that match the brand’s tone, and maximize content dissemination and consumer conversion through short videos and livestreams.
Image source: Canvas Beauty overseas independent site
Seize the moment and take action now! Perhaps the next brand to set off a global craze will be yours. Are you ready to meet the challenge?
