Revolutionizing Beauty Industry: Issy Cosmetics and Klued’s Journey with 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, is on a mission to redefine beauty standards in the Philippines. Their range of makeup and skincare products celebrates all identities, ensuring that everyone, regardless of gender identity, finds representation through their products. By offering a diverse range of shades that cater to Filipino skin tones, Issy Cosmetics is fostering a more inclusive beauty landscape where everyone feels seen and celebrated.
Klued, co-founded by Maximo Canega and Emilio Chua, is making waves in the skincare industry by providing premium quality products that are accessible to all. Their tailored skincare solutions address specific concerns, filling a gap in the market for personalized skincare. Klued’s commitment to education and transparency has resonated with consumers, helping them build a loyal customer base in a short period.
Both brands have seen tremendous growth since joining TikTok Shop. Issy Cosmetics experienced an 800% growth from 2022 to 2023, 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 instrumental for both brands, allowing them to engage directly with customers and create a dynamic shopping experience. Livestreaming accounts for around 50% of Issy Cosmetics’ sales, showcasing the power of this feature in driving revenue.
The seamless integration of product discovery and purchasing on TikTok Shop has simplified the shopping process for customers, enhancing their overall experience. This, coupled with the innovative features of the platform, has enabled Issy Cosmetics and Klued to build strong communities while achieving significant business growth.
The success stories of Issy Cosmetics and Klued demonstrate the transformative power of digital platforms like TikTok Shop in empowering local brands to reach new heights. By embracing the platform’s innovative features, these brands have expanded their reach and created inclusive communities that celebrate diversity in beauty and skincare. As they continue to grow, they serve as shining examples of the positive impact digital commerce can have on the local beauty industry.