Maëlys, the body-care brand known for products that focus on butt-firming and other targeted issues, is winning on TikTok Shop. In fact, it took home the 2025 Glossy Pop Award for Best Use of TikTok Shop thanks to its agile adoption of the platform, which it first joined at the end of 2023.
“We’ve always been digital-first,” said Mallory Goodman, Maëlys’s svp of brand. Though today it is also carried at Ulta Beauty, the brand launched direct-to-consumer. Goodman said, “We’ve always believed that we should be where the shopper is, and more and more shoppers are coming to TikTok Shop. … [We knew] TikTok Shop was an evolving new category, and it felt like the right place to be as an expansion of our DTC.”
As for why the platfrom has worked for the brand specifically, Goodman said it comes down to the fact that women have been willing to share their before-and-afters — much like why the platform has historically been impactful in influencing consumers to buy something like a mascara. These creators link to Maëlys’s products on TikTok Shop, allowing them to earn affiliate revenue — Maëlys does not typically repost the content.
“With Maëlys, our ultimate goal with our body care is that we’re all about confidence and we’re all about enabling women to feel like they can get the body they want. Our body care is not traditional body care. [Our products are] clinically-proven, targeted treatments that help women with specific concerns. So maybe they’ve recently lost a lot of weight, [given] the rise of GLP-1s, and they have a lot of loose belly skin. Or, they’re recently postpartum and are trying to reduce stretch marks. … Our goal is to help [target these concerns]. What’s been surprising but also really beautiful to see is that women [are showing] their transformations on TikTok and sharing their experiences,” Goodman said.
These show-and-tell videos are paying off. In 2024, Maëlys was the top-selling body-care brand on TikTok Shop, according to a Nielsen report. According to that same report, the body-care category drove $108.5 million in sales on TikTok Shop last year. As of Q1 2025, Maëlys was a top-five-earning Shop in the personal care category.
Maëlys has also been clever in incentivizing affiliate partners to want to promote its products. This year, it created a program with prizes valued at up to $275,000, based on affilates’ sales, to mark its participation in a TikTok New Arrivals campaign. It was specially selected to participate in the campaign, which is similar to TikTok’s Super Brand Day program.
“We basically created a bunch of really fun tiers and prizes for these creators. [Prizes included] a Ritz Carlton yacht collection experience and a designer handbag wardrobe. … And, if the creators hit certain thresholds of GMV [Gross Merchandise Value], which is TikTok Shop’s word for sales, they would be eligible for these incentives,” Goodman said. “So the idea was just ito ncentivize people in a short period of time to make extra content about our product and see how many sales we could generate in that short period.”
“We’re a very nimble team,” Goodman said. “We’re always hungry to do things differently, and we’re so digital-first.”
