Twenty One Beauty
Total sales revenue growth, quarter on quarter
When launching Twenty One Beauty on TikTok, the goal was to build a scalable social commerce strategy that could turn engagement into measurable revenue. With a strong founder-led brand and a highly visual product range, the opportunity was to leverage TikTok-native content and affiliate partnerships to increase awareness, drive conversions, and establish a consistent sales engine on the platform. Since launch in 2025, Toucan has helped Twenty One Beauty generate TikTok Shop revenue, combining creator-led content, affiliate activation, and strategic platform optimisation to drive rapid growth.
What stood in the way
- Building brand visibility within a highly competitive beauty category on TikTok.
- Developing a content strategy that felt authentic and native to TikTok users.
- Scaling affiliate partnerships while maintaining strong brand messaging.
- Turning social engagement into consistent, trackable sales performance.
- Encouraging customers to trust a new brand on TikTok Shop.
What we did about it
- Leveraging the founder's existing audience and personal brand to drive awareness.
- Activating targeted affiliates to expand reach and generate incremental sales.
- Creating founder-led and review-style UGC content tailored to TikTok trends.
What changed
Toucan helped Twenty One Beauty rapidly scale its TikTok Shop presence through a combination of creator-led content, affiliate activity, and conversion-focused optimisation. The strategy delivered strong growth in sales, orders and page views while significantly increasing brand visibility and engagement across TikTok Shop, establishing Twenty One Beauty as a growing beauty brand on the platform and creating a scalable foundation for future activity.
