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Scaling a Ladies Cosmetics Brand on TikTok

Autor:

Bhatti Marketing

Category:

Date:

May 17, 2024

A Pakistani private-label cosmetics brand targeting women aged 18–35. Primary products included lip tints, blush sticks, highlighters, and BB creams. Prior sales were driven mostly by Instagram, but TikTok was untapped.

Month 1: Launch & Creative Testing

Objective:
Drive direct conversions and build awareness Budget: Started with PKR 2,000/day

Strategies:
Launched 4–5 UGC-style vertical videos using natural lighting and trending music
Videos showed application tutorials, "before-after" transformations, and everyday looks
Used interest targeting: “Beauty”, “Makeup”, “Skincare”, “Pakistani TikTok creators”
Offer: Flat 15% off + Free Shipping
CTA: "Buy Now" to Shopify store

Results:
Revenue: PKR 210,000 ROAS: 3.2x average Best-performing video: 15-second blush stick demo with trending sound

Month 2: Optimization & Scaling

Objective:
Drive direct conversions and build awareness Budget: Increased to PKR 4,000–5,000/day based on results

Strategies:
Collaborated with 3 TikTok influencers using Spark Ads (whitelisted videos)
Introduced "Bundle Deals" – Buy 2 Get 1 Free + Free Gift
Created retargeting ads for video viewers and website visitors
Added urgency: "Limited Stock Left", "Only Today"
Daily creative testing (3 new videos/week)
Used split testing for CTA buttons and descriptions

Results:
Revenue: PKR 650,000+
ROAS: 4.7x average
35% of sales came from influencer videos.Retargeting CTR improved by 40%

CLIENT ABOUT PROJECT

Native-style, short videos perform best (10–15 sec)

Spark Ads with influencer content converted 2x better than brand-only ads

Retargeting and bundles significantly improved conversion rate and AOV

TikTok is highly scalable for cosmetics if creatives are authentic and fast-paced

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