Kiehl’s Philippines has redefined the luxury skincare products shopping experience on TikTok Shop. The brand debuted on the platform in August 2024, becoming the first premium skincare line to do so in the Philippines.
By blending its expertise with TikTok Shop’s tools, Kiehl said it achieved significant results, particularly during its Super Grand Opening campaign in September.
“We’ve seamlessly combined our premium skincare expertise with TikTok Shop’s features to connect with a broader audience,” said Jizelle Chung, head of eCommerce at Kiehl’s.
Key to its strategy were exclusive product bundles with savings of up to 50%, enhanced product details, and expert-led live-selling sessions. These live streams featured dermatologists and influencers who engaged with viewers, offering valuable skincare tips.
“Kiehl’s has shown how luxury brands can integrate heritage with innovation to thrive in the digital space,” said Franco Aligaen, lead of Marketing at TikTok Shop Philippines.
One highlight was the Micro-Dose Anti-Aging Retinol Serum, which resonated with buyers and demonstrated TikTok Shop’s effectiveness as a sales channel. Pre-campaign videos and collaborations with affiliate creators kept the momentum strong, resulting in a 3,000x GMV increase during live sessions.
TikTok Shop has provided Kiehl’s a platform to connect with audiences in creative ways, supporting its mission to combine traditional brand prestige with e-commerce innovation.