Kiehl’s Philippines, the first premium skincare brand to launch on TikTok Shop, has transformed the luxury skincare shopping experience since debuting on the platform in August 2024. Through TikTok Shop’s innovative features and strategic tools, Kiehl’s achieved impressive results during its Super Grand Opening campaign from September 18–20, seeing a remarkable 2,000x performance boost compared to the previous week. By offering exclusive product bundles and engaging live-selling sessions, Kiehl’s is setting new benchmarks for premium skincare brands, seamlessly blending traditional with digital innovation.
Revolutionizing Premium Skincare Through Digital Innovation
Kiehl’s introduced exclusive product bundles offering up to 50% savings, along with optimized product availability and enhanced product detail pages. These offerings were complemented by expert-led live-selling sessions featuring dermatologists and influencers.
A standout product, the Micro-Dose Anti-Aging Retinol Serum, performed exceptionally well during the campaign, underscoring TikTok Shop’s effectiveness in showcasing premium products in a competitive market. By leveraging the platform’s unique features, Kiehl’s effectively combined its longstanding brand prestige with modern e-commerce innovation.
“We’re thrilled with the incredible results we’ve achieved on TikTok Shop, where we’ve been able to integrate Kiehl’s premium skincare expertise with the platform’s innovative features,” said Jizelle Chung, Head of eCommerce, Kiehl’s. “By leveraging exclusive product bundles, expert-led live sessions, and engaging content, TikTok Shop has provided the ideal platform to showcase our products and set a new standard for luxury skincare in the digital space.”
Driving Growth with Live Selling and Optimized Content
Kiehl’s success was driven by its dynamic content strategies and focus on live selling. Pre-campaign videos built anticipation, while live sessions featuring collaborations with affiliate creators kept momentum high. A key highlight was a live-stream partnership with influencer GB Samson, which generated the highest GMV during the campaign.
The brand’s emphasis on live selling resulted in a 3,000x increase in GMV during live sessions. This success was further amplified by strategic marketing initiatives, including in-person events with TikTok Shop affiliates and targeted ad campaigns that achieved a significant return on ad spend (ROAS).
Supporting Brand Growth Through TikTok Shop
Kiehl’s journey exemplifies TikTok Shop’s broader mission of empowering both established and emerging brands to thrive in today’s digital landscape. By offering tools that enable brands to connect with new audiences and drive growth, TikTok Shop is creating an environment where businesses—regardless of their size—can engage with customers in more meaningful ways.
“Kiehl’s success on TikTok Shop showcases how premium brands can seamlessly redefine the luxury skincare shopping experience by leveraging the platform’s cutting-edge features,” said Franco Aligaen, Marketing Lead for TikTok Shop Philippines. “With their product bundles and dynamic live sessions, Kiehl’s has set a new standard for how luxury brands can blend heritage with innovation, driving growth in an increasingly competitive market.”
As TikTok Shop continues to support brands globally, Kiehl’s story stands as a model for how premium brands can thrive in the evolving world of social commerce.
