"Craving sweets, weight gain, especially in the abdomen.

Being emotional over small things, difficulty sleeping, may all be due to high cortisol levels.

This is usually due to a lack of vitamin D."

In April 2024, a 45-second science video from TikTok influencer @bellyweli garnered over 29.4 million views on TikTok as soon as it was released. The comments section was flooded with "same symptoms" and "link please," directly pushing the nutrition brandMicro Ingredientsto the center of the trend.

 

Image source:Tuke

Now, two years after launching onTuke, the Micro Ingredients brand has achieved over $120 million in sales, with monthly sales reaching $6.1945 million. It once topped the best-selling list in the health supplement category, successfully joining the top ranks in the health field.

So, how did this brand manage to break out of the circle and achieve such a high conversion rate in a short period of time?

 

Image source: Internet

The Birth of a Dark Horse in Health Supplements

According to information,the Micro Ingredients brand was born in California, USA,initiallymainlyfocused on providing high-quality, additive-free nutritional supplements for people with swallowing difficulties, to meet the growing consumer demand for natural health products.

With market feedback and R&D progress,theygradually expanded their product line from powder-based basic supplements to capsules, gummies, and other forms, coveringmultiple sub-categories.

During the2020 COVID-19 pandemic, public attention to immune support and health management increased significantly, and demand for nutritional supplementsgrew explosively. Consumers no longer regarded"healthier" claims as a bonus, but as an expected effect.

The Micro Ingredientsbrandrelied on its product matrix of over200 natural ingredients, precisely matching the consumer trend for "ingredient transparency" and "clean sources",ensuringitscompetitiveness in this field.

This strategy enabledthemnot only to surviveinthe fierce market competition, but also to achieve rapid growth.

 

Image source:Micro Ingredients

Social Media Strategy:Marketing Innovation on Tuke

The success of the Micro Ingredientsbrandis not only due to its high-quality products, but also inseparable from its comprehensive marketing strategy.

As a brand mainly selling online,theyfully utilized multiple e-commerce platforms and social media channels, forming a powerful sales network.

The brand has established a presence onTuke, Instagram, and other social platforms, and has built a cross-platform traffic conversion path by placing independent site links on their homepages.

Although they adopted a multi-channel strategy,in terms of traffic scale, user engagement rate, and content dissemination effect,the brand'sresource investment and strategic focus are clearly tilted towardsTuke.

 

Image source:Tuke

 

Image source:Instagram

The success of the Micro Ingredients brand on Tuke was not achieved overnight, but was a process of continuous adjustment according to the characteristics of the platform.

In the early days, the account focused on60-second recipe tutorial long videos, but operational data showed that this content format was mismatched with Tuke's fast-paced, high-density information flow.

Obviously,on a platform that pursues short, fast content, a one-minute video is too long to attract users to watch to the end, resulting in low video views and mediocre overall performance.

 

Image source:Tuke

Faced with this situation,the Micro Ingredients brand quickly made adjustments, decisively shortening the video length to a format more in line with the platform's characteristics, and focused on building a diversified content matrix, no longer limited to recipe tutorials.

By integrating intuitive product close-ups, real people explanations, and authoritative expert endorsements, they comprehensively enhanced the appeal and credibility of their content.

As a result, the brand quickly improved onTuke, with video traffic gradually stabilizing above a thousand, and viral videos reaching millions.

 

Image source:Tuke

For example, a product explanation video they released in October 2023, only 23 seconds long, covered product explanation, effect demonstration, and usage method, delivering the content clearly and smoothly to users.

This video eventually gained nearly2.5 million views, and in the comments section, you can see many effective interactions such as "How many times a day?" "Can diabetics take it?"

 

Image source:Tuke

In addition to self-operated accounts,the Micro Ingredientsbrand also attaches great importance to cooperation withTuke influencers.

Theyinvited a group of influencers with excellent body management and good looks to cooperate in shooting videos, leveraging their fan base and influence to further enhance brand exposure.

Data shows that,of its$120 milliontotal transaction amount,91.11%comes from influencer sales.

 

Image source:Echotik

In terms of influencer selection,the Micro Ingredients brand does not stick to follower numbers, but prefers those who are highly compatible with the brand's tone.

This can be seen from the influencer data provided byEchotik. In the Micro Ingredients brand's associated influencer list, most are vertical category influencers, covering top, mid, and long-tail influencers, forming a huge momentum on Tuke.

 

Image source:Echotik

The effect of this strategy is also obvious,for example,Tuke influencer@thefarmers91 attracted a lot of attention to the brand by showing the effects of vitamin D products in improving fatigue, hair loss, etc.,with a single video exceeding4.1million views.

This kind of intuitive and authentic content not only quickly increased brand awareness, but also directly boosted product sales.

 

Image source:Tuke

Multi-channel Synergy: The Core Strategy of the Independent Site

In addition to social media marketing,Micro Ingredientsbrandalso shows strategic vision in the layout of sales channels.In addition toselling throughTuke Shop, Amazon, Walmart and other mainstream e-commerce platforms, they have also established their own independent site.

According toSimilarWeb data, in September 2025, its independent site hadnearly 130,000global visits, of which67.83%of the traffic came from the US market,showing the brand's penetration in its core market.

 

Image source:SimilarWeb

In terms of platform design and functionality, the independent site mainly undertakes the core functions of brand image display and user retention. Its design follows the principles of clarity and efficiency, with a simple interface and intuitive navigation, with the core purpose of reducing users' information acquisition costs.

At the same time, as one of the final destinations for social media traffic, the independent site has direct jump links on the homepages ofTuke, Instagram and other platforms, converting the instant attention and traffic brought by social media into retained user assets and brand awareness, completing the key step from "traffic" to "retention".

 

Image source:Micro Ingredients

How to Seize New Opportunities in Global Health?

Now is an era when the global health and wellness market is booming.

According to data,the global general health dietary supplement market is expected to reach $65 billion in 2025, and may exceed $101 billion by 2035.

For Chinese brands, the market expansion undoubtedly provides huge opportunities.

However, successful globalization requires not only high-quality products, but also, like the Micro Ingredients brand, building an omni-channel marketing system integrating social media, e-commerce platforms, and independent sites, and establishing a strong trust relationship with consumers.

This is exactly the right time for Chinese brands to leverage supply chain advantages and proactively lay out the global market. Let us look forward to more brands going overseas and becoming new stories.