“TikTok tends to be a bit wild,” said Akinpelu-Morris. NYX Cosmetics, which has also invested heavily in sponsored campaigns, has 56,200. E.l.f., one of the earliest and most successful beauty brands on TikTok based on campaign performance, has 282,400 followers. The follower counts that these Gen Z-founded, DIY brands have amassed are significantly larger than the major beauty brands that have joined TikTok so far. Melonade Lip Gloss, meanwhile, has nearly 400,000 followers and sells through and Etsy shop. That store now links to a soon-to-be-opened Shopify-powered shop. It previously sold its products via a store on e-commerce platform Big Cartel. Another brand called Lip Gloss Drip has 2.5 million followers and posts similar videos of the lip gloss-making process.
It is currently hiding “golden tickets” in packages, and winners will get to participate in its spring campaign.Īkinpelu-Morris’ brand is one of several DIY lip-gloss labels that have gone viral on TikTok. In order to build brand awareness, Pink Salad gifts products to TikTok influencers and launches promotions to interact with its customer base. “I think it has a lot to do with psychology.”
“People really enjoy satisfying things” on TikTok, said Akinpelu-Morris. TikTok remains the main social marketing focus for the brand. Its videos consist mainly of lip glosses being mixed or poured into tubes, which Akinpelu-Morris believes is popular because it creates a form of what she calls “visual ASMR.” The brand sells online through a DTC shop and is in the process of pursuing retailer partnerships for 2021. It recently launched a DIY at-home lip-gloss kit that sold out. Akinpelu-Morris estimates that the brand has sold 88,000 units since its founding in April 2019. We got our heads around it, and it was OK in the end,” she said. “It was definitely quite a challenge of figuring out what shipping terms mean, what FOB means - all of this lingo that they use in that whole world. “None of us had supply chain experience,” she said of her team, which is almost entirely Gen Z - the oldest employee is 26. She decided to make the country her central hub, due to cheaper costs and “Brexit looming in the distance,” she said. Now that she has graduated, she’s producing Pink Salad out of a factory she opened in Poland in March. She more than doubled that number over the next eight months. After posting her first video on Pink Salad LDN’s account in April 2019, she reached 1 million followers in one year. When she made her first swath of products available for sale, she received 150 orders in a week. Her new followers started inquiring about whether they could purchase the lip gloss. The video went viral, and she gained 6,000 followers in one night.
For fun, she posted her lip gloss-making process on TikTok.
She researched and ordered the ingredients online. Unlike a typical college student, though, she took matters into her own hands. Like many college students, “I didn’t have the budget for the more expensive luxury brands, but I still wanted something really nice because I didn’t like the cheaper drugstore brands,” she said. Now 24 years old, Akinpelu-Morris first started making lip gloss from home in early 2019.
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