Issy Cosmetics and Klued: Transforming the Beauty Industry Through TikTok Shop
The beauty industry has long been criticized for its lack of diversity and inclusivity, but two local businesses, Issy Cosmetics and Klued, are changing the game. These LGBT-owned brands are leveraging the power of TikTok Shop to reach a wider audience and promote a more inclusive definition of beauty.
Issy Cosmetics, founded by Jasmin Ang and Joel Martin Andrade, aims to celebrate all identities through its makeup and skincare products. The brand saw a gap in the market for diverse beauty options and set out to fill it. By offering a wide range of shades that cater to Filipino skin tones, Issy Cosmetics is ensuring that everyone, regardless of gender identity, feels represented and celebrated.
Klued, co-founded by Maximo Canega and Emilio Chua, is making waves in the skincare industry by providing premium quality products at an affordable price. The brand’s focus on education and transparency has resonated with consumers, helping them build a loyal customer base in a short period.
Both Issy Cosmetics and Klued have seen tremendous growth since embracing TikTok Shop. Issy Cosmetics experienced an 800 percent growth in just one year, while Klued’s first product launch went viral, leading to a team expansion from two to 30 employees. The livestreaming feature on TikTok Shop has been particularly beneficial for both brands, allowing them to engage directly with customers and enhance the shopping experience.
The seamless integration of product discovery and purchasing on TikTok Shop has also been a game-changer for Issy Cosmetics and Klued. This streamlined approach has helped them cultivate a strong community and achieve significant business growth.
Overall, the success stories of Issy Cosmetics and Klued highlight the transformative power of digital platforms like TikTok Shop in empowering local brands to reach unprecedented heights. By embracing innovation and inclusivity, these brands are setting a new standard for the beauty industry and proving that diversity is not just a trend, but a necessity.