MISSHA Sees 816% Revenue Surge on TikTok Shop Amid Cardi B Endorsement

MISSHA, a cosmetics brand under global beauty company Able C&C, has reported an 816% increase in sales on TikTok Shop in the United States from January to July compared to the same period last year. This surge is attributed to the brand's strong product competitiveness, particularly its BB creams, and the effective dissemination of content by TikTok creators and consumers, fueling the growth of digital commerce in North America.

Following a recent endorsement by global artist Cardi B, sales of the 'M Perfect Cover Serum BB Cream' and the 'Glow BB Boom' bundle significantly spiked, showing a 329% increase in sales during the week following her TikTok video. The content achieved over 10 million cumulative views on TikTok and Instagram within just a week, garnering 600,000 likes and over 5,000 comments.

The video highlighted Cardi B's continued use of these products, noting her satisfaction with the newly renewed packaging. She demonstrated her makeup routine, applying the 'M Perfect Cover Serum BB Cream' along with the 'Glow BB Boom' to create a natural, radiant look without the need for additional brushes or sponges, showcasing the product's capability for seamless skin expression.

MISSHA particularly aims to enhance its digital commerce competitiveness in the North American market, focusing on BB creams. The 'M Perfect Cover Serum BB Cream' is described as a hybrid base product containing over 62% skincare ingredients, offering moisturizing, coverage, and skincare benefits in one. The product is available in 10 different shades to cater to various skin tones. The 'Glow BB Boom', on the other hand, contains fermented damask rose water and diamond pearl, serving as a makeup base and functioning as a highlighter.

Able C&C is strengthening its TikTok-centric marketing strategy, effectively connecting content dissemination with actual purchases and brand experiences. Initiatives include a TikTok affiliate challenge related to Cardi B's video stitch and interactive events encouraging global consumers to participate actively. The strategy also combines promotions on TikTok Shop with incentives for existing customers to drive both new engagement and repeat purchases.

Jo Ye-seo, Head of Brand Strategy at Able C&C, remarked that Cardi B’s endorsement of MISSHA BB products in her makeup routine from last year to this year reflects the competitiveness of the products. The brand plans to continually expand connections with global consumers based on the quality of its products.