As the beauty industry continues to evolve, Filipino brand Happy Skin is at the forefront, blending innovation with a commitment to skin-friendly products. From its humble beginnings, Happy Skin has become a household name by offering makeup that cares for the skin. Recently, the brand has embraced the digital shift, harnessing the power of TikTok Shop to reach a wider audience and redefine customer engagement through live selling and strategic promotions.

“Our partnership with TikTok Shop has allowed us to meet our customers where they are most active,” said Jacqe Yuengtian-Gutierrez, CEO and Co-founder of Happy Skin. “Through live selling and targeted promotions, we have been able to create more meaningful connections with our audience, turning each interaction into an opportunity to showcase the value and quality of our products.”

A key driver of Happy Skin’s success has been its strategic use of TikTok Shop’s Assortment, Content, and Empowerment (ACE) indicator system. By aligning its efforts with these indicators, the brand has effectively enhanced its digital strategy, leading to significant sales growth.

Leveraging Product Diversity to Drive Sales

During the May 29-31 Payday sale, Happy Skin introduced notable discounts, including 50% off the bestselling Lip Mallow Tint and Lip Mallow Mousse. This promotion significantly contributed to the brand’s gross merchandise value (GMV), with these products alone accounting for 81% of total sales. The Kiss and Bloom Water Lip and Cheek Tint, a favorite on TikTok, also saw a surge in customer engagement, achieving a product conversion rate of 5.81%. Over 22,200 units of Lip Mallow products were sold, illustrating the impact of targeted promotions on sales performance.

Creating Engaging Shopping Experiences

Happy Skin leveraged TikTok Shop’s dynamic platform by scheduling several multi-hour live streams, collaborating with the Multichannel Network (MCN) Vertical Megabeauty and top live affiliates. These sessions, supported by Live Shopping Ads (LSA), were instrumental in boosting content-related GMV, which accounted for 70.3% of the total GMV—a significant increase of 16,240%. The brand-led live streams achieved GMV per session, which was 4.2 times higher than its usual performance.

“Our live streams have become a vital part of our strategy on TikTok Shop,” added Yuengtian-Gutierrez. “By engaging with our customers in real-time, we’re not just showcasing products, but we’re building a dynamic community around our brand. This interactive format has driven significant increases in both engagement and sales, proving essential for a modern, digital-first shopping experience.”

Amplifying Reach through Targeted Advertising

To bolster its live selling efforts, Happy Skin invested in LSAs and Video Shopping Ads (VSA), which were complemented by shop-exclusive vouchers and subsidies during peak periods. These initiatives led to ads GMV contributing nearly 20% to total shop sales, with an impressive Return on Ad Spend (ROAS) of 21.7. This period of strong performance earned the brand the #1 spot in Total Beauty, #2 in Fast-Moving Consumer Goods (FMCG), and #5 across all categories on May 30.

“TikTok Shop's ACE Indicator System was crucial in amplifying Happy Skin’s campaign,” said Franco Aligaen, Marketing Lead, TikTok Shop Philippines. “Through our advanced features like targeted ads and live selling, we were able to help the brand reach its audience more effectively, showcasing the potential for substantial growth on our platform."

Building on Digital Success

Happy Skin’s recent performance on TikTok Shop, including a 19.6x uplift during the 6.6 sale, underscores the brand’s successful adaptation to digital platforms and its ability to drive substantial growth. The brand continues to explore innovative strategies to engage with customers and expand its reach, setting a benchmark for other beauty brands on TikTok Shop.

Beyond business success, Happy Skin is also leveraging its partnership with TikTok Shop and HOPE to make a meaningful social impact. Through the ‘Build a Classroom’ program, every purchase on TikTok Shop contributes to funding classroom construction in underserved communities, reflecting the brand’s commitment to community betterment.

“Our recent success with TikTok Shop underscores the platform’s importance in our strategy,” added Yuengtian-Gutierrez. “As we continue to innovate and expand, TikTok Shop remains integral to maintaining our momentum in the beauty industry and amplifying our efforts to give back to the community.”