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Awakening Beauty on TikTok: The Secret Behind TYMO-BEAUTY's 57,000 Monthly Sales
Brand Story
Image source: TYMO official website
TYMO-BEAUTY embarked on its journey in 2019, driven by the pursuit of beauty. By integrating technology with fashion, the brand aims to create personalized beauty tools for women. Upholding an innovative spirit, TYMO-BEAUTY has deeply engaged with social platforms like TikTok, resonating with global consumers and co-authoring a new chapter in beauty.
According to Statista, the global beauty and personal care industry generated a market revenue of 92.79 billion in 2023, projected to grow at a CAGR of 2.52% over the next five years.
Store Analysis
By observing the data from Tabcut, as of August 24, TYMO-BEAUTY's U.S. store achieved a monthly sales volume of 57,000 units and a monthly revenue of $2.417 million, with a monthly growth rate of 68%, ranking 6th in the beauty and personal care category in the U.S.
Image source: Tabcut data applet
The store's main category is beauty and personal care, with total sales of 377,000 units, estimated revenue of $15.943 million, a total of 12,000 associated videos, and 5,448 associated influencers.
Image source: Tabcut data applet
According to Tabcut's sales trends over the past 30 days, the store's sales trend appears stable, with the lowest daily sales at 1,065 units. On August 11, daily sales peaked at 34,880 units, with a daily revenue of $142,800.
Image source: Tabcut
Further analysis of the store's associated products shows that in the past 30 days, the best-selling product was the curling iron, with sales of 24,800 units, followed by the straightener with 15,100 units sold.
Image source: Tabcut
Comparing associated video and live-stream sales, it is evident that most sales are driven by videos, with the highest single video estimated to generate 15,300.
Image source: Tabcut
Influencer Analysis
According to Tabcut data, the store has collaborated with 3,332 influencers in the past 90 days. The top ten influencers in terms of short video sales are all fashion influencers with long or good-quality hair, mostly micro-influencers. The store also collaborates with macro and mid-tier influencers, significantly impacting the brand. Notably, mid-tier influencer @myriamestrella8 brought in $751,900 in sales for the brand.
Image source: Tabcut
Further analysis of this influencer reveals that they primarily use videos to promote products, focusing on beauty and personal care, women's clothing, and lingerie. With an engagement rate of 4% and 927,800 total followers, @myriamestrella8 is classified as a mid-tier influencer.
Image source: Tabcut
Examining the influencer's follower and like trends, it is evident that their follower count is steadily increasing, with an overall stable growth. In the past 90 days, they posted 429 videos (including both promotional and non-promotional content), with an average view count of 255,900. The influencer's activity and follower engagement are notably high.
Image source: Tabcut
The influencer's follower demographics show that 85.76% are women, predominantly aged 25-44. This aligns well with the product's target consumer base, indicating strong sales potential.
Image source: Tabcut
Analyzing the influencer's promotional videos, it is found that out of 429 videos posted in the past 90 days, 40 were promotional. These promotional videos had an average view count of 1.6836 million, an average like count of 43,000, and an engagement rate of 3%.
Image source: Tabcut
Observing the influencer's account, it is clear that @myriamestrella8 is a niche influencer.
Image source: Tabcut
Their content consistently focuses on women's fashion, attracting an audience interested in this niche. The influencer's engaging performance and direct product demonstrations leave a lasting impression on viewers.
The alignment between the influencer's followers and the product's target audience ensures that each video effectively attracts potential customers and drives conversions.
Additionally, these accounts regularly interact with their followers, maintaining high activity levels and strong follower loyalty, indirectly boosting brand trust and contributing to sustained sales growth.
Influencer Tips
1. Product and Influencer Compatibility
The compatibility between the product and the influencer's followers, account activity, follower loyalty, and video quality directly impact promotional effectiveness.
2. Collaboration Complexity
Choose influencers based on the complexity of collaboration:
Mid-tier Influencers: With a loyal follower base and strong sales conversion abilities, they are suitable for brands with higher budgets, despite potentially higher costs.
Micro-influencers: These influencers may have less experience in promotions but possess significant potential. They are cost-effective, making them ideal for initial trials and long-term investments.
Tabcut's new upgrade adds follower demographics, engagement rates, periods, and promotion types to its existing filters for follower count, engagement rate, and contact information, allowing precise influencer selection.
Image source: Tabcut
Video Analysis
Most of the store's associated videos use hashtags like #tymo, #tymobeauty, and #tymorovy. The brand focuses on topic traffic and user interaction on TikTok. Topic marketing offers the brand a chance to quickly go viral, attract numerous new followers, and increase traffic, thereby expanding its customer base.
Image source: Tabcut
In the past 90 days, the top ten videos in terms of sales mostly feature before-and-after demonstrations of product effectiveness, with engagement rates ranging from 1% to 6%.
Image source: Tabcut
The video with the highest estimated sales was posted by @myriamestrella8. This 133-second video promoting a hair straightening brush generated an estimated 18,200 sales and $729,100 in revenue.
Official Account
The store's linked TikTok account, tymobeauty_official, is a micro-influencer account with 60,700 followers and 54,800 total likes.
Image source: Tabcut
Examining the store's associated live-streams reveals that Tymo operates multiple accounts. The account TYMO Beauty achieved the highest single live-stream sales of $6,023.46 with a conversion rate of 0.66%.
Image source: Tabcut
With the strong rise of Chinese brands, "going global" has become a crucial strategic move. The story of TYMO-BEAUTY is just the beginning, signaling that more brands and merchants will find new growth opportunities on emerging e-commerce platforms like TikTok. Let's watch and see how TYMO-BEAUTY continues to reshape the future of e-commerce.