Taking on the call for diversity and inclusivity, Issy Cosmetics and Klued becomes a beacon of positive change as they expand their reach and promote a more inclusive definition of beauty.
Issy Cosmetics Jasmin Ang and Joel Martin Andrade, CEO and Creative Director respectively, created their products to meet the different beauty and skincare needs for a broad spectrum that celebrates all identities. Through TikTok Shop, Issy Cosmetics has expanded its reach and fostered greater inclusivity within the beauty industry since it was launched in 2019.
"The biggest inspiration behind Issy is the lack of diversity in the local market when we started in beauty. Five years ago, beauty was so limited. There was such a lack of options, a lack of inclusivity. When we had the chance to create our own brand, we said we would change this all. We are going to give people options, their shades, and something to be proud of locally," said Joel.
Issy Cosmetics aims to broaden the definition of beauty by ensuring that everyone, regardless of gender identity, finds representation through its products. A key aspect of this commitment lies in offering an extensive range of shades that cater to the diverse spectrum of Filipino skin tones. By providing options that resonate with individuals across the gender spectrum, Issy Cosmetics promotes a more inclusive beauty landscape where everyone feels seen and celebrated.
For Klued, the company gained popularity in the skincare industry for its commitment to providing premium quality products that are accessible to all. Co-founded by Maximo Canega and Emilio Chua, Klued aims to fill a significant gap in the market by offering tailored skincare solutions that address specific concerns.
"Klued has been designed to offer premium quality skincare that everyone can afford. There are many skincare brands out there, but the specific skincare that targets individual concerns is the gap we need to fill," said Maximo.
Klued has focused on making high-quality skincare accessible to a broad audience. The brand's philosophy centers on education and transparency, ensuring that customers understand how to use their products effectively to achieve the best results. This approach has resonated with consumers, helping Klued to build a loyal customer base in a short period.
It was in 2022 when Issy Cosmetics joined TikTok Shop after recognizing its potential. "Even when TikTok Shop was still new, we already decided to onboard with them. When we started TikTok at that time, it was just an entertainment platform. And then when we heard that they're launching a TikTok Shop, we knew there would be great opportunities on the platform."
The decision to embrace TikTok Shop proved to be transformative for the brand. From 2022 to 2023, Issy Cosmetics experienced a remarkable 800% growth, demonstrating the platform's capability to significantly expand its business.
Klued also recognized the potential of TikTok Shop and saw its first product launch go viral, showcasing the platform's accessibility and effectiveness in bridging the gap between consumer and brands. Starting with just two employees, Klued has now expanded to a team of 30.
"TikTok Shop has been supportive to us. They constantly support us in the areas we need to improve. It's really helpful because it's driving a lot of our sales. Since day one, they have been there for us, and that's why we are where we are now," said Emilio.
One pivotal feature of TikTok Shop for both brands is livestreaming. This feature allows the brand to engage directly with customers, creating a dynamic and interactive shopping experience. Both brands acknowledge that livestreaming can really help increase sales.
Another notable feature of TikTok Shop is its capability to seamlessly integrate product discovery and purchasing in a single, streamlined app. This integration simplifies the shopping process, enhancing the overall experience. The ease of use and innovative features of TikTok Shop have also enabled Issy Cosmetics and Klued to cultivate a strong community while achieving significant business growth.
"TikTok Shop is such a unique platform and it's also very creative. So it helps brands like us build a community and at the same time grow the business because the customer and seller experiences is very seamless. From discovery to purchase, it's all possible in one app," said Allyson.
0 comments:
Post a Comment