I Built My Beauty Brand On TikTok. What Happens Now? —Interview

I Built My Beauty Brand On TikTok. What Happens Now? —Interview

I dived into TikTok with one goal in mind: to connect with an audience and share the wonders of the African net sponge, a cherished childhood staple back in West Africa known as Sapo. It’s a durable, eco-friendly alternative to loofahs, rinsing out quickly, lasting a lifetime, and even machine washable.

Educating people about the benefits and usage of the African net sponge on TikTok proved to be a hit, with one video going viral in August 2023, sparking a surge of 300 orders in a single day. The momentum carried on until November, when a sudden influx of 10,000 orders over a weekend caught us off guard. We scrambled to pack orders with the help of family and friends, transitioning from a basement operation to a team of seven full-time employees fulfilling 500 orders daily.

Our direct partnership with suppliers in Nigeria has not only fueled our growth but also impacted their livelihoods positively, from a small team of two employees to a workforce of 100. This growth story resonates with our customers, who appreciate our commitment to community impact both locally and abroad.

While the future of TikTok Shop remains uncertain, with its invaluable role in driving 85% of our business, we remain optimistic about exploring new avenues for growth and connection with our community. The journey has been bittersweet, but the opportunity for new beginnings and continued impact drives us forward.