The weight loss track is considered an ever-booming golden market, especially in the field of cross-border e-commerce.

Any product related to keywords such as slimming, fat reduction, or weight management always receives extra public attention and often becomes a trending topic on social media.

In this hot land, a new brand called Kind Patches has emerged in the North American market with its innovative health patch products.

Its core product, the GLP-1 Metabolic Balance Patch, surpassed $2.7 million in GMV in a single month after launching on TikTok Shop North America, quickly topping the platform's US health category sales chart, and simultaneously dominating Amazon, becoming a dark horse in the health technology field.

So, how did this brand do it?

 

Image source: Kind Patches

Brand Rise: The Story of Creating a Hit Product from 0 to 1

The story of the Kind Patches brand began in 2023, when founders Belle and Adam Friberg keenly identified a consumer pain point in the North American market: as the demand for "non-invasive health management" grows, traditional oral supplements have problems such as low absorption rates and inconvenience, while transdermal drug delivery technology happens to solve these issues.

Based on this, the team focused on the combination of "natural health + convenient care," initially testing two products: the metabolic balance patch and the collagen patch. Through small-scale user research, they repeatedly optimized the formula to ensure the products not only fit the natural health concept but also meet the need for convenient use.

 

In October 2023, the Kind Patches brand website was officially launched, clearly positioning itself as an "innovator in natural beauty and health patches," and started its cold launch phase with the core proposition of "no pills, no burden." At that time, it mainly relied on its independent site and Instagram for brand exposure, gradually accumulating its first batch of seed users.

The real explosion began in June 2025 when the brand entered TikTok Shop North America. As the core product went viral, Kind Patches quickly expanded its product line, launching 26 products including collagen patches, brain patches, and period patches, forming a product matrix covering women's health, mental health, and other fields, thus achieving a leap from a single hit product to a full category layout.

 

Image source: Echotik

Industry Opportunities: Health Consumption Upgrade and the Prosperity of TikTok E-commerce

The rapid growth of the Kind Patches brand is inseparable from the overall development dividend of the health patch industry and the strong support of market demand.

According to data, in 2022 the global transdermal patch market reached $7.7 billion. It is predicted that by 2031, this scale will grow to $11.5 billion at a compound annual growth rate of 4.6%, showing significant growth potential in the track.

Among them, in the US market alone, 40% of adults are obese, creating huge demand for convenient health solutions.

 

Image source: transparency market research

At the same time, the rapid development of TikTok Shop North America has created a unique growth environment for health categories.

According to FastMoss data, in May 2025, sales in the US health category exceeded 3.4 million orders, with interaction rates in related categories nearly twice the overall category average. Keywords such as "sleep patch" and "wellness hack" continue to surge in popularity.

Health consumption trends are also upgrading simultaneously. Gen Z consumers are no longer satisfied with the single function of traditional supplements, but instead pursue "lightweight, fun, and easy-to-share" health solutions.

This shift in consumer preference provides an excellent market entry point for innovative products like Kind Patches, perfectly matching the needs of young people for a fun and social health experience.

 

Image source: TikTok

Multi-platform Layout: Kind Patches' Channel Expansion Strategy

In such an industry context, Kind Patches keenly seized the opportunity and turned it into a key driving force for the brand's explosive growth, forming a set of social media strategies that work collaboratively and precisely across multiple platforms.

1. TikTok

As a fast-paced platform, if a brand wants to go viral on TikTok, it needs to make full use of the first few seconds to grab attention, arouse users' curiosity about the content, and naturally boost views and completion rates.

Kind Patches' approach fits this perfectly.

On their official account @kindpatches_us, they habitually place topical or counterintuitive product information and user pain points directly at the beginning of the video, instantly grabbing users' attention.

 

Image source: TikTok

This content model successfully increases retention and completion rates, bringing considerable views to the videos and laying a solid foundation for subsequent conversions.

For example, in the 8.28 super long live preview video released on August 26 this year, they showed the exaggerated effect of covering the whole body with patches and paired it with the caption "when you're prepating for the biggest live of the summer..." The 12-second video received over a million views on TikTok.

 

Image source: TikTok

Judging from the live broadcast data on August 28, the conversion effect brought by this preview video was also very good. The total number of viewers reached 108,900, and the total sales reached $152,700, which was a small breakthrough for the brand.

 

Image source: Fastmoss

Driven by this highly attractive content strategy, Kind Patches has grown by more than 60,000 followers in just three months since entering TikTok US, with total video views exceeding 5.56 million.

For new brands entering the market, their account-building path and operation methods may be worth learning from.

 

Image source: TikTok

Of course, the most impressive thing about Kind Patches is its influencer matrix layout on TikTok.

According to Echotik data, so far, they have cooperated with nearly 25,600 influencers on TikTok, and have achieved over $11.41 million in GMV through the "live + short video" model.

 

Image source: Echotik

In terms of influencer selection, Kind Patches did not choose top influencers, but instead focused on micro-influencers, leveraging their high engagement and approachability for promotion.

For example, influencer @Payton with 60,000 followers posted a 5-second short video on June 26, 2025, which received over 16.2 million views.

The comment section was lively, generating strong curiosity about the Kind Patches brand. So far, the estimated sales brought by this video have exceeded $150,000.

 

Image source: TikTok

2. Instagram

Instagram is a platform for presenting refined lifestyle aesthetics, which matches well with the product's target audience.

On Instagram, Kind Patches brand has 209,000 followers.

By sharing real user stories and content related to life scenarios, they deeply integrate the product into refined lifestyle scenes, creating content around the theme of "healthy lifestyle aesthetics" to enhance fan stickiness and improve the brand's favorability and loyalty among quality lifestyle seekers.

For example, blogger gaillardiaaa_ shared the usage scenarios and experiences of Kind Patches during her vacation, allowing users to intuitively feel the practicality of the product in different life scenarios, successfully achieving efficient product dissemination and conversion.

 

Image source: Instagram

3. Independent Site

As a brand focusing on skin-absorbed nutritional supplement patches, Kind Patches designed all modules of its independent site around "solving the pain points of oral supplements (such as digestive burden, absorption efficiency)," so that users can clearly understand the brand value on their first visit.

The effect of this model is also very significant. According to data, Kind Patches' independent site reached 1.89 million visits in August this year, with organic traffic accounting for more than 70%.

From this, it can also be seen that the brand has formed stable user awareness and a sustainable source of traffic. This healthy traffic structure, dominated by organic traffic, lays a solid foundation for the brand's long-term development.

 

Image source: similarweb

New Overseas Opportunities under Favorable Policies

With the World Health Organization officially announcing on September 5, 2025, that GLP-1 drugs will be included in its essential medicines list, the global weight loss drug market is ushering in new policy benefits.

This major development has opened up broader development space for innovative brands such as Kind Patches and also marks that the global health consumption market is undergoing a deep reshuffle.

For Chinese companies, this undoubtedly creates an unprecedented opportunity to go global.

Now is the best time to seize the trend and lay out overseas markets. We look forward to more Chinese brands showcasing a new image of "Made in China" on the international stage with innovative products and differentiated strategies.