400% in twelve months.

the challenge

Glow For It is a lash-focused beauty brand with a product its customers love and a category that never sits still. When the partnership with Somerce began in June 2024, TikTok Shop was an obvious opportunity and an unforgiving one. Lash content is everywhere, attention is short, and a single viral moment rarely turns into a business.

The brief was compounding growth, not a spike. Glow For It needed TikTok Shop to become a reliable trading channel that got stronger every month, with peaks the brand could plan for rather than hope for. That distinction shaped everything that followed: a viral video is a moment, but a cadence is a business, and only one of them shows up in next quarter's forecast.

the approach

We approach TikTok Shop as a trading channel first, so we built an engine rather than running a campaign: three systems that feed each other, always on.

a daily LIVE cadence

Glow For It went live every day. Daily LIVEs build the audience, and our hosts sold through education rather than hype: how to prep lashes, how to apply the product, what results to expect and when. Education-led selling does something noise never can. When a viewer genuinely understands the product, conversion follows and keeps following. We unpack the full methodology in our guide to how to sell on TikTok LIVE, and it is the same engine our TikTok LIVE team runs for every brand.

an always-on affiliate community

Alongside the LIVE engine we built a creator community around the brand: recruiting affiliates, briefing tested hooks, keeping top performers stocked with product and giving them reasons to keep posting. Volume matters on TikTok Shop. The community meant fresh, shoppable lash content reaching the FYP every single day, and it lifted the brand's affiliate revenue 5x. Hooks were treated like data: brief, post, review, then scale the winners across more creators while the losers were quietly dropped. That work sits at the heart of our affiliate and influencer management service.

hero LIVE moments

Daily lives build the audience. Showcases drive the peaks. On top of the daily cadence we produced five hero LIVEs across the year, each one an event in its own right with pre-heat content, its own offers and a planned run of show, including a record-breaking broadcast for the brand. The two formats compound: every hero moment recruited new viewers who fed straight back into the daily engine.

the results

The engine compounded exactly as designed. GMV grew 300% in the first six months of the partnership, and across the full twelve months growth reached 400%.

The peaks kept climbing too. Glow For It's biggest single LIVE delivered £100k in GMV, and the brand sold 400k units on TikTok Shop along the way. Behind the headline percentages sits the healthier number: unit volume at that scale means a genuinely bigger customer base, not a handful of inflated baskets.

None of that came from a lucky video. It came from cadence, community and education-led selling, repeated daily until the results stopped looking like moments and started looking like a trend line. That is what a trading channel looks like, and it is the outcome every Somerce engagement is built to deliver.