461In the impression of many people, the beauty track has long been a red ocean, and it is as difficult as climbing to the sky for new brands to break through. But if you open the TikTok Shop UK best-selling list, you will find a brand called BPerfect Cosmetics emerging as a dark horse—In the past 30 days, sales have exceeded 73,600 units, with a total GMV of £11.46 million (about RMB 105 million), and a monthly growth rate of 157%.
What exactly did this brand do right to break out in the fiercely competitive beauty track? Is it relying on low prices to boost volume, or does it have its own set of operational strategies? Today, Tuke will break it down for everyone frame by frame.
Image source: Dida Dog
I. Affordable + Professional, Grasping Consumers' Rigid Demands
In a content e-commerce environment like TikTok Shop, precise product positioning directly determines whether a brand can attract its target consumer group and form continuous repurchase. BPerfect Cosmetics has targeted the "high cost performance + professional grade" niche market, allowing price-sensitive consumers to enjoy high-quality makeup experiences.
Their store has more than 320 products, covering basic beauty products such as foundation, brow gel, setting spray, etc., with prices ranging from £2.5-21 (about RMB 23-190), generally kept within a range easily accepted by consumers.
Image source: echotik
Among them, the best-selling "Mrs Glam - Glorious Skin Powder Foundation" is priced at only £5.19, selling 56,700 units in the past 30 days, contributing £197,800 (about RMB 1.79 million) in GMV.
Image source: echotik
But a simple low-price strategy is not enough for sustained brand growth. BPerfect Cosmetics focuses on the "affordable professional line," targeting young consumers' demand for "high cost performance," for example:
"High-hold brow gel solves the problem of consumers pursuing delicate makeup effects but worrying about makeup coming off."
"Foundation emphasizes a natural glow, catering to the current trend of 'lightweight nude makeup.'"
This combination of "functional segmentation + friendly pricing" not only lowers the threshold for consumers' purchasing decisions, making them psychologically more willing to pay for "high cost performance," but also helps the brand avoid direct competition with big names through differentiated positioning.
Image source: echotik
II. Influencer Layout, Precise Traffic Drives Sales
Product positioning is one aspect, but how to accurately channel traffic to products and bring about real sales is another. On TikTok Shop, influencer marketing has become an important driving force for sales.
This can be seen from the sales structure of BPerfect Cosmetics: of its £11.46 million GMV, influencer marketing contributed £3.58 million, accounting for 31.2%.
Image source: echotik
Their influencer collaboration strategy can be summarized in two key points:Wide coverage and strong verticality, that is, by cooperating with influencers of different levels and fields, not only ensuring wide brand exposure, but also accurately directing traffic and improving conversion rates.
From the distribution of associated influencers, these influencers have fan counts ranging from tens of thousands to millions, covering mid-tier and top-tier influencers, for example:
l @clara_batten_ (1.11 million followers): Published a total of 36 product promotion videos, with 22.6 million likes, bringing £110,700 in sales to the brand.
l @docnafiakhan (219,500 followers): Published a total of 94 product promotion videos, bringing £253,900 in sales to the brand.
l @justnina_official (321,000 followers): Published a total of 92 product promotion videos, bringing £61,700 in sales to the brand.
Image source: echotik
From the above data, it is not difficult to see that top-tier influencers are responsible for bringing volume and increasing brand exposure, while mid-tier influencers are responsible for precise vertical conversion, allowing users from different circles to access brand information and converting exposure into actual sales.
In the past 30 days, the brand has published a total of 1,500 product promotion videos, added 380 new influencers, and created £563,100 in sales, with the highest daily sales reaching £38,500.
This layout not only ensures the brand's long-tail effect on TikTok Shop, but also allows every bit of traffic to be more effectively converted into actual sales through vertical content.
Image source: echotik
III. Reasonable Use of Platform Policies to Amplify the Influence of Quality Content
The "product + traffic" foundation has been built, but to really take off, natural traffic alone is not enough. It is also necessary to make reasonable use of platform policies and accurately use traffic strategies to maximize content advantages.
Here, paid promotion becomes the key. BPerfect Cosmetics uses the TikTok advertising system to precisely promote viral videos, achieving higher ROI (return on advertising investment) at the lowest cost.
For example, in a previously released product introduction video with 6.1 million views, they targeted the video for promotion, pushing it precisely to the target user group, and ultimately this video brought £65,400 in sales to the brand.
The core of this model is: use influencers and short videos to test which products are most likely to go viral, and then use ads to amplify the effect and maximize ROI.
Image source: TikTok
Summary
For overseas brands, TikTok Shop is still a high-potential market, but competition for traffic will only become more and more intense.
The operation model of BPerfect Cosmetics proves one thing—traffic can be manipulated, the key is how to use the right methods to connect every link from exposure to transaction.
