With the development of social media platforms such as TikTok, it is no longer unusual for brands to become industry bestsellers through social platform marketing. However, it is quite rare for a brand like Milamiamor to rise rapidly in a short period of time and remain at the top of the TikTok Shop rankings for nearly three months.

So what is the reason that Milamiamor has achieved such an honor?

01

Single Product Goes Viral

Milamiamor is a US-based company specializing in digestive health supplements, located in Texas, and founded by the couple Wael and Jennifer. The founder Wael was once overweight, and in order to improve his health, he lost 100 pounds in 9 months, which inspired the creation of Milamiamor. The brand's mission is to help people start their journey to health, embracing a healthy body, mind, and soul.

Since its founding in 2018, Milamiamor has become a widely trusted brand. Its flagship product, 15 Day Cleanse, features a gentle yet effective cleansing formula that helps remove accumulated waste and toxins from the intestines, alleviating issues such as constipation.  

According to data, in March alone this year, this product sold 1,002,000 units on TikTok Shop, with sales reaching $14.8 million, ranking first on the TikTok Shop sales chart.

Even after three months, Milamiamor still maintains a top-two position. In the past 30 days, the brand sold as many as 319,000 units, with estimated sales reaching $3.49 million.

Image source: Echotik

02

Market Insight and Precise Marketing

Milamiamor was able to achieve such results within just a few years of its establishment, not only due to the post-pandemic North American preference for health supplements, but also thanks to its deep market insight and precise marketing strategies.

First of all, American consumers have always had a special preference for supplement ingredients. According to research, North American consumers are particularly fond of ingredients such as mushroom extracts, cordyceps flowers, glucosamine, and MSM (methylsulfonylmethane). Milamiamor seized this trend, using natural ingredients such as psyllium husk, rhubarb, and senna leaf in its products to meet consumers' demand for natural extracts.

In addition, Milamiamor targets young consumers. According to surveys, among young people aged 18-44, 73% experience gastrointestinal symptoms at least a few times a month. Milamiamor keenly identified this need and marketed through social media platforms like TikTok, successfully attracting a large number of young users.

In terms of specific marketing strategies, Milamiamor chose a low-price strategy and influencer marketing. On TikTok, Milamiamor's products are all priced under $20, with the flagship 15 Day Cleanse offered at an ultra-low price of $14.8, far below the industry average. This strategy effectively attracted young consumers seeking value for money and triggered impulse purchases.

Additionally, Milamiamor collaborates with KOLs and KOCs on TikTok to implement influencer marketing. They spread the concept that these influencers have improved their health by taking Milamiamor products, which subtly alleviates users' body anxiety and effectively attracts more viewers interested in health supplements, further enhancing the brand's market impact.

03

Fierce Competition in the Supplement Market

The global supplement market is in a phase of rapid growth, and Milamiamor, as a dark horse, has already secured a place in the market. Such a huge market naturally cannot have only one player.

Besides Milamiamor, Micro Ingredients, which mainly sells protein powder, is another rising star in the supplement market. The brand focuses on "high quality," "purity," and "natural" as its core selling points, aiming to meet consumers' needs for healthy nutrition.

With its "Multi Collagen Peptides Powder," Micro Ingredients quickly became a hot-selling brand in the supplement category. In March this year, this product had an average daily sales volume of 6,000 units on TikTok Shop, quickly climbing to third place on the platform's sales chart.

Image source: Geek Clues

By June, it even temporarily surpassed Milamiamor, successfully topping the small shop sales chart. According to Echotik data, in the past 30 days, the brand sold as many as 340,000 units, with estimated sales exceeding $6.99 million.

Image source: Micro Ingredients official site

Overall, whether it is Milamiamor or Micro Ingredients, their success provides valuable reference for other brands:Only by deeply exploring the unique needs of the target market, leveraging differentiated product positioning and innovative marketing strategies, can one stand out in fierce market competition.

The success of Milamiamor and Micro Ingredients is not just the rise of a brand, but also a reflection of a market trend. In the health and supplement market, whoever can better meet consumers' needs will win the favor of the market. It is hoped that more brands can draw inspiration from this, continue to innovate, and forge their own path to success.