How Becoming a TikTok Shop Seller Propelled Anna Magkawas’ Luxe Group Towards Further Growth

By pivoting a strong online selling business towards new horizons as a TikTok Shop seller, Luxe Beauty and Wellness Group has found new channels, audiences and opportunities.

In 2023, when The Business Manual last spoke to Luxe Group’s Anna Magkawas, we explored how she grew her sideline business into a beauty and wellness powerhouse through online selling. Doubling down on a strategy that is intertwined with social media and influencer marketing, today, Anna Magkawas employs a new tool to propel her company towards continued growth: TikTok Shop. Beyond being a TikTok Shop seller, her business has been transformed by the social media platform’s unique reach and powerful tools. TikTok Shop has provided Luxe Group with new channels and new opportunities that drive growth.

In the digital landscape, change is happening at a breakneck pace. And in the brief year since The Business Manual featured Magakawas on our cover, Luxe Beauty and Wellness Group has undergone dramatic transformation. Recently, she detailed the pivotal role TikTok Shop has played in fueling her company’s growth on the podcast Adulting with Joyce Pring.

Magkawas gushes about how TikTok Shop gave her business the visibility and reach it needed to stand out in the highly competitive beauty and wellness industry. She says, “TikTok Shop wasn’t just a platform; it became my virtual storefront, and it gave me the opportunity to showcase my products to a global audience without the need for expensive marketing campaigns.” 

Testament to how much becoming a TikTok Shop seller has changed her business, she adds, “A large chunk of our sales now comes from TikTok Shop.”

From Side Hustle to Beauty Empire

Anna Magkawas began her entrepreneurial journey selling pre-loved luxury bags with her company Luxe Online PH. From the beginning, she went all-in on a digital strategy that focused on live selling and influencer marketing. The business thrived, but as the COVID-19 pandemic affected businesses across the globe, Magkawas was faced with new challenges as well as new opportunities.

Pivoting to selling new products during the pandemic, Magkawas started new lines of business. She began selling antibacterial wipes.

“The antibacterial wipes were timely. The public received them well. Eventually, we introduced other products like lotion and soaps,” Magkawas shares.

From there, she moved on to skincare products, establishing Luxe Skin. It wasn’t long until Anna Magkawas found herself managing multiple brands in skincare, cosmetics and wellness products, now under the Luxe Beauty and Wellness Group.

Scaling Growth as a TikTok Shop Seller

Today, the Luxe Beauty and Wellness Group has entered a new chapter. One of the key turning points for the company was Magkawas’ decision to embrace TikTok Shop and become a TikTok Shop seller. 

With its innovative features, including live shopping and the unique “yellow basket” tool, Magkawas was able to engage with her audience and convert views into sales instantly. TikTok Shop proved to be instrumental in boosting sales by offering generous discounts, vouchers, and free shipping. 

The seamless integration of entertainment and shopping became a winning formula to take Anna Magkawas’ growing beauty and wellness business to the next level.

New Opportunities

As a TikTok Shop seller, Luxe Beauty and Wellness Group has opened itself to new, global opportunities. Today, the company offers high-quality products and provides opportunities for the company’s distributors, many of whom are micro-entrepreneurs across the Philippines. At the same time, many of these entrepreneurs have spread to countries like the USA, UAE, and Australia. 

Reflecting on her journey, Anna Magkawas talks about how her goals have shifted from just creating a successful business to empowering others. “My purpose in life has changed,” she says. “I now have a certain goal, which is to help more people. The distributors are happy because they’re able to earn extra income because of our products.”