68The greatest sense of presence of a bra often appears in the second you unfasten it after getting home.
There is a saying: if a bra can make people forget they are still wearing it, then it has succeeded.
OEAK has achieved this. Its jelly bra was listed on TikTok US for 8 months and sold 470,000 orders; in the past 30 days alone, the transaction amount reached US$1.6239 million.
A category that sounds ordinary and a price band that does not rely on low prices to drive volume, yet on TikTok Shop it has produced numbers that make many large categories take notice.
Today, let’s talk about this brand.
Image source: OEAK
A Chinese company that turned wire-free into a serious business
OEAK’s brand ownership points to Yiwu Xiaochuang E-commerce Co., Ltd., a typical Chinese cross-border player. Its Amazon store opened as early as 2018 and went on to become an Amazon Top 500 seller, with its best ranking in the Clothing, Shoes & Jewelry category reaching No. 35 and its everyday bra subcategory once reaching No. 3.
On third-party data platforms, OEAK’s DTC independent site annual revenue is estimated at around US$30 million, with median growth in the latest statistical period approaching 50%.
Image source: sellerratings
But the reason it is frequently mentioned in cross-border circles is its performance on TikTok Shop.
The main account @oeak_official has more than 580,000 followers, with transaction amount reaching US$154,600 in the past 30 days; another vertical account @oeak_bras has 403,600 followers, and a single livestream can also steadily contribute thousands of US dollars in transactions.
According to third-party TikTok Shop data, OEAK-related stores have cumulative sales of one million units, with cumulative GMV in the tens of millions of US dollars.
These numbers carry weight in underwear, a category with a relatively high return rate.
Image source: TikTok
Putting underwear on TikTok gives products a new way to be displayed.
Underwear is a relatively special category. Before buying, consumers care about both appearance and how it feels against the skin. A single product main image can hardly convey all this information clearly.
Short videos happen to be able to make up for this shortfall.
On its TikTok Shop US product pages, OEAK has already formed a relatively rich product matrix. In addition to wireless everyday bras, the store also sells deep V styles, strapless styles, different printed styles, and other products. Public pages show that some main products have cumulative sales reaching hundreds of thousands of units or even higher.
Image source: TikTok Shop
These product performances also show that the brand does not rely on just one product to attract consumers; rather, around similar functional needs, it has gradually built up multiple styles with a certain sales base.
For products like this, short videos can approach from several directions.
First, turn comfort into something that can beseendetails
Second, match different styles to different life scenarios。
Third, make user reviews part of product communication.
Underwear involves personal feelings, and consumers usually pay attention to other buyers' actual experiences. Real try-on feedback, the size selection process, and usage reviews can supplement information that is not specific enough in the brand's official introduction.
Image source: TikTok
In terms of specific actions, this video by creator @Samtastic is worth watching.
This video perfectly reflects these three points. So far, it has exceeded 33 million views, and the transaction amount has reached nearly US$500,000.
In the video, the creator directly puts on the underwear to show it, presenting the product's wrap effect and wearing details from different angles such as the front, side, and back, and also explains details such as strap adjustment.
Compared with simply introducing how comfortable the product is, this presentation method is more intuitive and makes it easier for consumers to find the information they care about.
Image source: TikTok
Do not rely on top-tier creators; make product seeding an everyday presence
Many brands' first reaction on TikTok is to find big influencers and bet on one viral video.
OEAK took a path that looks more clumsy.
Based on an analysis of OEAK's creator matrix, its cooperation focus is not on top-tier creators; instead, it spreads content through a large number of mid-tier creators and then lets outstanding creators contribute the main sales.
In the past 30 days,The brand cooperated with 4757 creators, and affiliate sales contributed about US$2.77 million, accounting for 92% of the store's total sales. Among them, creators with 10,000 to 100,000 followers performed prominently, indicating that for this type of daily consumer product, follower size is not the only criterion; whether they can explain the product clearly and make consumers interested in buying is equally important.
Image source: kalodata
For brands that want to do TikTok, OEAK's approach can be referenced from two aspects:
When selecting creators, look at the match between the product and the content
Do not have all creators shoot the same content
Some are suitable for showing outfit effects, some are good at sharing real usage experiences, and others are better at attracting viewers through detailed comparisons. Brands can provide clear product selling points and content directions, but they do not need to make every video a uniform advertisement.
Let creators create based on their own expression habits, which makes it easier to form natural recommendation effects.
From OEAK's performance, the key to creator cooperation is not just expanding the number, but also continuously testing to find effective creators and content forms, and then gradually concentrating resources on those who perform better.
Image source: kalodata
TikTok is an amplifier; there has to be something underneath to amplify.
If OEAK's story is read only as "another TikTok hit," then the part that truly makes it worth looking at is wasted.
Its starting point is Amazon: in a category dominated by underwire for decades, it responds to a long-suppressed need with a small change in material.
TikTok did not create this demand out of thin air; it simply pushed the demand in front of the most people at the fastest speed and with the lowest cost of understanding.
For brands going global, rather than rushing to chase traffic, it is more worth thinking clearly first: can your product make consumers realize in the first few seconds of scrolling, "This is exactly what I need"? Good content can amplify a product's value, but what truly retains consumers is always the product's ability to solve problems.
