Lumen & Leaf: A skincare brand launching TikTok Shop and rebalancing paid social toward profit.
£312k
TikTok Shop GMV
4.6x
Blended ROAS
-27%
Meta CPA
The challenge
Meta costs rose every month and one channel drove 78% of sales.
What we did
- 1Set up TikTok Shop and the product catalog
- 2Built an affiliate creator program with 140 creators
- 3Launched GMV Max campaigns
- 4Restructured Meta around margin by product
“TikTok Shop went from an idea to our second-biggest channel.”