494In the impression of many people, European and American consumers do not seem to be as obsessed with appearance management as Asians. But if you open the TikTok Shop UK bestseller list, you’ll find that they are armed to the teeth.
The whitening toothpaste and strips from the British brandWhites Beaconsfieldsold£276,600(about RMB2.51 million) in just one week on TikTok Shop, and the total sales of this store have exceeded£8.07 million(about RMB73.27 million).
Although the pursuit of a "perfect smile" has long existed in the European and American markets, Whites Beaconsfield stands out among many brands not just because of this.
Image source: Internet
One “bestseller” dominates the market, precisely capturing market demand
On TikTok Shop, stores that can truly break out basically follow one principle—find a strong bestseller, then build around it.
The flagship product of the Whites Beaconsfield brand is the Teeth Whitening Strips, featuring a peroxide-free, gentle, and non-irritating formula. This hits the pain point of European and American consumers—they want whiter teeth but are afraid of harsh chemical ingredients.
Product image Source: Whites Beaconsfield official website
Third-party data also shows that the cumulative sales of this product have now exceeded368,700units, with44,300units sold in the past 30 days alone, and total sales reaching£544,100(about RMB4.94 million).
They also launched a "toothpaste + whitening strips" combo pack around this product, which not only increases repurchase rates but also raises the average order value.
Sales information Source: EchoTik
Short videos + influencer marketing, empowering products with traffic
In addition to precise product positioning, Whites Beaconsfield’s breakout on TikTok Shop also relies on its deep understanding of short video traffic. In the TikTok Shop ecosystem, short videos are the most direct means to attract traffic and promote conversions, and the Whites Beaconsfield brand has clearly done this very well.
They showcase product effects through short videos, and the intuitive visual impact helps the brand continuously attract viewers, increasing conversion rates and sales.
Currently, the TikTok official account @whitesbeaconsfield has accumulated 122,100 followers, with video content covering product usage effects, user experience sharing, discount information, etc. In the past 30 days, the total number of views has reached14.53 million.
Account information Source: TikTok, EchoTik
In their previous videos, a "before and after using whitening strips" video, after 5.5M views, directly drove£97,800(about RMB889,000) in GMV. This kind of direct visual impact allows viewers to understand the product effect within seconds, greatly improving the conversion rate.
Source: EchoTik
But relying solely on the official account to post videos is not enough. The Whites Beaconsfield brand also adopts a matrix influencer marketing strategy, deeply cooperating with a group of influential TikTok creators in the beauty and personal care field, leveraging their fan base to quickly expand brand influence.
According to third-party data, among the influencers they cooperate with, @Amy-Jo Simpson (3 million followers) contributed the most. With just one promotional video for the teeth whitening strips, she brought in £149,000 in GMV, and her overall GMV reached £592,400.
In addition, @maxcstone (259,000 followers) also drove £213,000 in GMV with his promotional video.
These influencers not only increased brand exposure but also enhanced consumer trust through authentic product reviews.
Source: EchoTik
Paid traffic support makes sales more stable and sustainable
To maintain long-term sales on TikTok Shop, in addition to accumulating organic traffic, paid traffic support from the platform is also a major boost.
As mentioned earlier, influencer @Amy-Jo Simpson relied on paid traffic from the platform to precisely promote the product video, bringing a very considerable CMV value to the brand.
Source: EchoTik
It is precisely this "official + influencer + advertising" multi-pronged approach adopted by the Whites Beaconsfield brand that makes its sales structure more stable.
Currently, the brand's sales sources are mainly divided into:
Influencer sales: accounting for 34.93%, driving £2.82 million GMV.
Official store sales: accounting for 8.64%, contributing £697,000 GMV.
Other channels (TikTok ads, recommended traffic, etc.): accounting for 56.42%, contributing £4.55 million GMV.
This means that even if an influencer’s sales drop in the short term, or if TikTok’s algorithm changes, the brand’s overall sales will not be greatly affected.
Source: EchoTik
Prospect analysis: market potential and opportunities
After talking about the brand’s operational details, let’s take a macro look at the market prospects under the current situation.
According to market research, the global teeth whitening system market is expected to have a compound annual growth rate of 6.86%, with the market size expected to reach $1.09 billion by 2032.
This growth is not only due to the increased demand for whitening products from consumers, but also driven by advances in whitening technology and the popularity of social media platforms. Especially under the influence of platforms such as TikTok and Instagram, more and more consumers are learning about and purchasing teeth whitening products through social media, further driving market growth.
It can be seen that for this category, there are still huge opportunities in the coming years.
Source: wiseguyreports.com
Conclusion
The success of the Whites Beaconsfield brand is not only due to the strong market demand for teeth whitening products, but also because it has precisely grasped the logic of selling on TikTok Shop. The combination of these strategies enables their store to not only achieve explosive sales in the short term, but also to gain a firm foothold and continue to grow in the fiercely competitive TikTok Shop.
For merchants who want to enter TikTok Shop, the case of the Whites Beaconsfield brand undoubtedly provides a direction worth learning from. On this fiercely competitive platform, whether you can find a strategy that suits you and continuously optimize and iterate is the core of whether you can stand out in the TikTok e-commerce ecosystem.
