By partnering with TikTok Shop, Human Nature has significantly grown its online business. Find out how live streaming and targeted ads played a pivotal role.

When Human Nature, a fast-moving consumer goods (FMCG) company that makes natural skincare products, joined TikTok Shop in 2022, it only offered 20 SKUs. Today, Human Nature is experiencing explosive sales growth on the video sharing platform’s e-commerce arm. It now sells over 200 products and recently recorded 261% growth in 2024, compared to the same period in 2023. For the company, TikTok’s mix of entertainment and shopping has proven to be a winning formula for growth online.

According to Human Nature’s President, Anna Meloto-Wilk, “TikTok Shop has truly redefined our online sales approach. By engaging with TikTok Shop’s vibrant community and utilizing its interactive features, we have boosted our sales and created more authentic connections with our customers. This platform has empowered us to tell our brand’s story in new and impactful ways, setting a new standard for how we connect and grow with our audience.”

Founded in 2008, Human Nature makes skincare, personal care, and home care products from locally-sourced natural ingredients. With its mission of being “pro-Philippines, pro-poor, and pro-environment,” the company’s products found a market and has been growing rapidly ever since. As consumer shopping habits have shifted online, new challenges arose for Human Nature. How did the company achieve its impressive online growth numbers? Let’s take a closer look.

Engaging Customers with Content and Live Streaming

Live streaming has become a key growth driver for many businesses. Proving the maturity of the live streaming concept, TikTok has successfully partnered with brands to deliver significant growth in online metrics beyond views, engagement or brand awareness. Critically for these brands, this growth includes sales and returns on ad spending.

These brands come from a wide range of industries, such as food (Monde Nissin) and beauty and skincare (Happy Skin). TikTok has also proven to be successful in promoting advocacies, such as the Autism Society of the Philippines. In fact, TikTok has been so successful in delivering both entertainment and e-commerce that 81% of respondents in a TikTok-sponsored survey said they will be turning to TikTok for their Christmas shopping.

Hearing the message loud and clear, Human Nature now produces up to four hours of live content every day. These streams include product demonstrations, tutorials and even behind-the-scenes videos of the company’s operations.

This strategy has both deepened customer engagement while increasing sales. These efforts from Human Nature led to a 33% increase in livestream Gross Merchandise Value (GMV) contributions and an impressive 104% rise in brand-led GMV contributions compared to Q1 2023. 

Strategic Advertising: Broader Reach, Greater Efficiency

As part of TikTok Shop’s tools for brands on its platform, targeted advertising for campaigns is available for brands to strengthen their online presence. Through strategic ad spending during key activations and campaigns Human Nature achieved a 3,800% increase in ad-driven Gross Merchandise Value (GMV). This represents a 1,311% rise in Return on Ad Spend (ROAS) in Q1 2024 compared to the previous year. 
Franco Aligaen, Marketing Lead for TikTok Shop Philippines said, “Human Nature’s journey on TikTok Shop illustrates the exciting possibilities when creativity meets commerce. Their thoughtful use of our platform’s features has fostered stronger connections with their audience and set a new standard for brand engagement. It’s a great example of how local brands can thrive through innovative digital strategies.”