Business_news How one viral TikTok caused a record-breaking sales day for a 3-year-old DTC skincare brand and generated thousands of new followers for the company

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  • Peace Out, a direct-to-consumer skincare company, saw a massive boost to business thanks to a TikTok featuring one of its products.
  • InfluencerSkincarebyHyramshared a “duet” video to his over 3.5 million followers on June 9, which showed him reacting toKaelyn Whitetrying the brand’s pore-clearing product. Thevideohas been viewed more than 11 millions times.
  • The day after the video was posted, Peace Out sold nearly 10,000 units of its Pore patches and raked in $120,000 in record-setting sales.
  • Visit business Insider’s homepage for more stories.

Three-year skincare brandPeace Outjust broke its record for most sales in one day. And it’s all thanks to a viral TikTok video.

The DTC skincare brand, which has seen relativelyhigh sales amid the pandemic, had been slowly investing in the social media platform for a some time, working with Heartbeat, a creative agency, and various influencers to grow an audience. Before June 9, the skincare brand had about 1,350 followers on TikTok. By June 12, that number had grown to more than 15,000. 

It started when the brand sent some of its pore-clearing products to different influencers to test.Kaelyn Whitefilmed her trial of the product on June 8. A day later, influencer SkincarebyHyram shared a video of his reaction to White trying the product in a video format called a “duet” to his over 3.5 million followers.

As of Thursday, the video had been viewed more than 11 millions times and had garnered over 2.6 million likes.

“We had no idea that SkincarebyHyram would see Kaelyn’s TikTok and decide to film his own video,” Peace Out CMO and creative director Junior Pence told business Insider of the unexpected, yet welcomed success.

The viral video also had a major impact on sales. The day after the video was posted, Peace Out sold nearly 10,000 units of its pore patches and raked in $120,000 in sales online, setting a record sales day for the brand. In the following week, Peace Out did nearly $167,000 sales of the pore product alone. Demand for the product was so high, that the brand had to call back some units from European distribution channels to fill US stock that had sold out.

According to a Peace Out representative, Sephora, the brand’s exclusive retailer, sold out of the product on their website as well.

“You can never plan for something to go viral, but naturally we’re thrilled with the response to both videos and Peace Out Pores,” Pence said.

Though the viral result was unexpected from the Peace Out team, Pence said he thinks the video captivated a large audience, in part, because of the obvious effectiveness displayed by the product. 

“All of the dirt, oil and sebum that viewers could see on the used patch makes this one of those so-gross-it’s-awesome moments,” he said. “On top of that, you have two influencers with a combined following of more than 3.5 million, creating a perfect viral storm.”

More brands are moving into TikTok

TikTok has already proven successful for other major brands likeChipotleandWalmart, who have utilized the platform to engage audiences through influencer partnerships and digital challenges.

Among the group of brands to make the leap to TikTok, Chipotle stands out as one of the most successful.

With over 376,000 followers and almost 3 million combined likes on its posts, Chipotle is one of the most prominent brands on the social media platform. The brand’s #GuacDance challenge campaign last summer was TikTok’shighest-performing branded challengein the US, driving over 250,000 video submissions with the campaign’s hashtag. The campaign was also correlated with Chipotle’s biggest guac day in the chain’s history; the chain sold over 802,000 sides of guac that day.

According to social media expert and CEO ofParker ManagementLindsay Nead, any brand can find its niche on TikTok by figuring out a strategy that is unique.

Nead, whose management company works with influencers and brands in the travel, lifestyle, and home and wellness sectors, gave the example of the Elvie Breast Pump, which saw success on TikTok thanks toinfluencer partnershipsthat highlighted the product to a wider audience.

“We’re going to see more and more brands go over there if they use it in this way,” Nead said of TikTok. “Because so many brands are seeing that they can find major success there.”

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