Find out how Happy Skin navigates a rapidly-changing digital landscape, as its co-founder, Jacqe Yuengtian-Gutierrez, shares how it is growing online through its partnership with TikTok Shop.

Popular skincare brand Happy Skin has become a household name in the Philippines through its innovative and skin-friendly products. As companies have increasingly shifted to digital, Happy Skin has likewise followed suit. Thanks to recent efforts, the company has also grown through strategic partnerships. We take a closer look at how Happy Skin has leveraged working with TikTok Shop to further thrive online, and examine key elements to the success of this collaboration.

“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.”

TikTok Shop is the e-commerce arm of the TikTok video sharing platform. It provides a solution for driving brand growth and sales directly on TikTok, delivering a full commerce experience with the capability to manage everything from shipping to fulfillment and point of purchase. 

Foremost among the contributors to Happy Skin’s success with TikTok Shop is its strategic use of TikTok Shop’s Assortment, Content, and Empowerment (ACE) Indicator system. Through ACE, Happy Skin is able to align its efforts according to key indicators and adjust its digital strategy as needed, leading to significant sales growth.

How else does this partnership work for Happy Skin?

1. TikTok Shop Enables the Creation of Engaging Shopping Experiences

Leveraging TikTok’s popular live streams, Happy Skin scheduled several multi-hour live streams while collaborating with top live affiliates such as the Multichannel Network (MCN) and Vertical Megabeauty.

The sessions boosted Happy Skin’s gross merchandise value (GMV) with the support of Live Shopping Ads (LSA). In total, the sessions accounted for 70.3% of the brand’s total GMV–a remarkable increase of 16,240%.

“Our live streams have become a vital part of our strategy on TikTok Shop,” Yuengtian-Gutierrez said. “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.”

2. The Platform Leverages Product Diversity to Drive Sales

In the May 30 payday sale, Happy Skin introduced special discounts on its bestselling Lip Mallow Tint and Lip Mallow Mousse. The promotion on these two key products alone accounted for 81% of total sales. Over 22,200 units of Lip Mallow products were sold.

Other products, such as the Kiss and Bloom Water Lip and Cheek Tint, also saw a surge in customer engagement. This led to a product conversion rate of 5.81%, illustrating how a successful promotion in one product line drove sales in another.

3. Targeted Advertising Amplifies Reach

Live selling and promotions are not the only efforts available in TikTok Shop’s toolbox. To support its live selling efforts, Happy Skin invested in Live Shopping Ads (LSA) and Video Shopping Ads (VSA). Together, these ads contributed to nearly 20% of total shop sales. The investment resulted in an impressive Return on Ad Spend (ROAS) of 21.7.

Franco Aligaen, Marketing Lead, TikTok Shop Philippines, explained, “TikTok Shop’s ACE Indicator System was crucial in amplifying Happy Skin’s campaign. 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.”

All of these efforts led to Happy Skin earning the number one spot on the platform in Total Beauty, second in Fast-Moving Consumer Goods, and fifth across all categories on May 30.

Yuengtian-Gutierrez highlighted the value of Happy Skin’s TikTok partnership, saying, “Our recent success with TikTok Shop underscores the platform’s importance in our strategy. As we continue to innovate and expand, TikTok Shop remains integral to maintaining our momentum in the beauty industry.”