How PAVOI Became the Number One Jewelry Brand on TikTok Shop

How Laura Geller Became a Top 2 TikTok Shop Makeup Brand with an In-House Team

Laura Geller Beauty has built one of the most recognizable presences on TikTok Shop, reaching the number two makeup brand ranking in both Q4 and Q1 through a strategy that blends creator community, live selling, and a tiered ambassador program. Jamila Hadid, Director of Social Commerce at Laura Geller, shares how the brand has turned TikTok Shop into a full-funnel growth engine without relying on an agency. Jamila breaks down how Laura Geller's in-house team approaches everything from creator sampling and live programming to limited drops and product virality. She explains how the brand identifies and grows creators from scratch, why the 40+ customer has become their most powerful audience on a Gen Z platform, and how they are now working to bring founder Laura Geller herself more prominently into the TikTok ecosystem to deepen community connection. What You'll Learn in This Episode: * How Laura Geller built a tiered creator ambassador program that grew regular people into top-earning affiliates * Why limited edition drops and brand collaborations consistently outperform standard product launches on TikTok Shop * How countdown bidding, hourly giveaways, and lowest-price-of-the-season moments are structured into Laura Geller lives to drive conversion and extend viewer watch time * How the brand is building systems to respond to unexpected virality * How Laura Geller uses consideration ads alongside GMV Max to build mid-funnel momentum

How TraxNYC Hit $100K Per TikTok LIVE Selling Luxury Watches and Jewelry

TraxNYC has built one of TikTok Shop's most consistent live auction operations, scaling from $30K GMV in their first streams to regularly hitting over $100K per live, all by mastering countdown bidding and $1 auction starts in the fine jewelry and watch category. In this episode, Mickey Julian Bell, COO at TraxNYC, breaks down how his team turned high-value live selling into a repeatable system, and why the live format is uniquely suited for luxury goods that demand trust, visibility, and a personal buying experience. Mickey explains how TraxNYC's approach goes well beyond simply going live. From leveraging TikTok analytics to refine product selection, to building rapport with returning customers who drive 34% of orders at an average order value of $3,500, the team has developed a methodology that treats live selling as both a revenue engine and a relationship-building tool. With plans for exclusive live-only pieces and founder-led product reveals on the horizon, TraxNYC is betting that what worked in the early days of e-commerce will play out again with TikTok LIVE. What You'll Learn in This Episode: * Why $1 auction starts consistently outperform higher opening bids for luxury items * How TikTok analytics on returning customers and per-product bid data help TraxNYC decide exactly which watches and jewelry to feature each live * Why fine jewelry and watches require a live-only selling strategy * How building genuine relationships with repeat viewers has turned watchers into word-of-mouth advocates * The "halo effect" TraxNYC is seeing off-platform

How Bask and Lather Co. Hit 100% Year-Over-Year Growth on TikTok Shop

Bask and Lather has achieved 100% year-over-year growth on TikTok Shop by building one of the most engaged haircare communities on the platform, with over half a million active creators promoting their products daily. In this episode, Shaina Rainford, Founder and CEO of Bask and Lather, shares how she built the brand from the ground up on TikTok Shop, turning organic content into a full ecosystem of creators, LIVE selling, and campaign strategy. Shaina walks through how Bask and Lather approaches every layer of TikTok Shop simultaneously, from organic content and affiliate creators to LIVE selling and GMV Max ads. She explains how the brand's solutions-based product philosophy has fueled trust and repeat purchase, how a viral edge control product led to an entirely new SKU, and why she believes any seller, regardless of resources, can break through on the platform by staying consistent and letting strong products speak for themselves. What You'll Learn in This Episode: * How Bask and Lather grew to over half a million active affiliate creators with an open sampling strategy * Why packing orders on LIVE from a warehouse tripod was one of their earliest and most effective growth tactics, and how that scrappy approach can still work today * How Bask and Lather uses GMV Max to balance efficiency and volume across campaign and non-campaign periods * Why listening to how creators use your products can unlock entirely new SKUs * How TikTok Shop created a halo effect for Bask and Lather beyond the platform, with in-person event attendees citing TikTok Shop as their primary point of discovery

How Physician's Choice Hit $55M GMV and Became the Number One Brand on TikTok Shop

Physician's Choice has built one of the most formidable presences on TikTok Shop, generating over $55 million in GMV, creating at least five creator millionaires, and currently holding the number one product ranking on TikTok Shop with their digestive enzymes. In this episode, Logan Chierotti, Founder and CEO of Physician's Choice, breaks down the full-funnel strategy behind their rise to the top of the health and wellness category. Logan walks through how Physician's Choice restructured their entire business around TikTok-first innovation, from redesigning product pages to match trending keywords and seasonal moments, to running creator incentive campaigns that sent 100 creators to Aruba and directly drove their digestive enzyme to the number one spot on TikTok Shop. He also shares how their creator community, GMV investment, and operational infrastructure work together to create what he calls a "fireball of momentum" that spills over into retail and Amazon sales. What You'll Learn in This Episode: * How Physician's Choice shifted from Amazon-first to TikTok-first and what that change unlocked for product development and sales growth * How Physician's Choice designs products specifically to go viral * How running creator incentive campaigns directly propelled their digestive enzyme to the number one product on TikTok Shop * Why inventory allocation is one of the most overlooked factors in capitalizing on high-traffic moments like Deals for You Days * How Physician's Choice optimizes product pages to maximize discovery through TikTok Shop search

How Cata-Kor Grew 9,000% in One Year on TikTok Shop

Cata-Kor launched on TikTok Shop nearly three years ago as one of the first brands in the health category, and what followed was staggering: 9,000% year-over-year growth in their first full year on the platform. The brand built that momentum by going all in on creator-led content, strategic affiliate management, and a bundling strategy that now drives 30% of their GMV during major campaigns. In this episode, Vlad Seuruk, Founder of Cata-Kor, unpacks the systems behind that growth. Vlad breaks down how Cata-Kor approaches every stage of the product lifecycle, from pre-launch sampling and creator preheating to campaign activations and long-term affiliate relationships. He explains why follower count means nothing to his team, how they use creator feedback to shape product development, and why bundles have become one of the most powerful levers in their 2026 playbook. What You'll Learn in This Episode: * Why Cata-Kor ignores follower count entirely when vetting affiliates, and what metrics they actually look at to predict creator performance * How running creator incentive campaigns in the two to three weeks before a platform campaign can dramatically improve content performance once the campaign goes live * The bundling framework Cata-Kor uses to evaluate product pairings, and why their Glutathione launch bundles drove 30% of campaign GMV * How Cata-Kor used a "Road to Rome" creator contest to generate massive affiliate buy-in around a new product launch * Why moving to Fulfilled by TikTok unlocked not just faster delivery, but also virtual bundle creation and measurable conversion improvements