$111M TikTok Shop supplement brand
May 14, 2025
1. Who is Micro Ingredients and what are the numbers behind their growth?
Micro Ingredients is a U.S.-based maker of pure, single-ingredient pantry staples and specialty supplements, founded to bring clean, traceable nutrition products from farm to fork.The brand first made its mark through Amazon’s specialty grocery category before expanding into brick-and-mortar and, most recently, TikTok Shop.
Timeline of Micro Ingredients’ growth:
2016 – Company founded; launches on Amazon with organic spices and superfood powders.
2018 – Expands into natural grocery retail, securing shelf space in regional health-food chains.
March 2024 – Soft launch on TikTok Shop US as part of a beta cohort of wellness brands.
October 2024 – Hits $50M cumulative GMV on TikTok Shop.
January 2025 – Surpasses 2 million units sold across TikTok Shop listings.
First week of May 2025 – Generated $1.34 M revenue; 163.6 K units sold.
Best-selling product on TikTok Shop: Micro Ingredients Multi Collagen Peptides Powder which generated $102.86K in the first 7 days alone.
Key numbers since their launch on TikTok Shop:
Total GMV: $111.7M
Total Sales Volume: 3.2M
1st week of May Sales: $1.34M
Shop Unit Sold: 163.6K
Videos: 117.3K
Live Unit Sold: 12K
Related Creators: 24.3K
2. Winning strategy: What sets them apart?
a. Affiliate-driven sales engine
Micro Ingredients has built a robust affiliate program, collaborating with a diverse range of creators—from nano-influencers to larger accounts. Notably, many top-performing affiliates operate faceless accounts, utilizing hand gestures and product showcases without appearing on camera. This approach has proven effective, with faceless pages collectively generating over half a million dollars in sales.
b. Viral content and strategic hooks
The brand's success is heavily tied to viral content strategies. Creators often employ compelling hooks, such as transformation stories or comparisons, to engage viewers.
c. Innovative brand activations
During their TikTok Shop Super Brand Day, Micro Ingredients launched the #MyCoreIngredients challenge, offering substantial incentives including a Tesla, $10,000 in cash prizes, and thousands of free products. They also hosted a mushroom foraging tour in Seattle with influencers, emphasizing their commitment to natural sourcing and sustainability.
3. Takeaways for brands
✓ Leverage Diverse Creator Partnerships: Collaborate with a range of creators, including those who prefer faceless content, to tap into different audience segments.
✓ Craft Compelling Narratives: Use engaging stories and hooks to capture attention and drive conversions.
✓ Innovate with Brand Activations: Go beyond traditional marketing by creating unique experiences and challenges that resonate with your audience.
✓ Monitor and Adapt: Stay vigilant about the accuracy of claims made in promotional content to maintain credibility and trust
4. The Future: What’s next for Micro Ingredients?
Micro Ingredients plans to continue expanding its presence on TikTok Shop by introducing new products, enhancing affiliate collaborations, and exploring additional innovative marketing strategies.
Their focus remains on delivering high-quality, natural supplements while engaging consumers through authentic and creative content.
Sources:
All data were accessed on May 10, 2025
https://www.microingredients.com/
https://www.linkedin.com/posts/william-august_outlandish-tiktokshop-livestream-activity-7214462816718573568-aXQ
https://www.tabcut.com/blog/post/6m-from-tiktok-shop-in-the-last-30-days1
https://www.shoplus.net/goods/detail/1729385034780414637
https://news.marketersmedia.com/micro-ingredients-macro-sourced-the-nutrition-expert-celebrating-a-triumphant-tiktok-shop-super-brand-day/89141952
https://business.dailytimesleader.com/dailytimesleader/article/getnews-2024-9-20-surprisingly-pure-micro-ingredients-is-launching-its-first-ever-tiktok-shop-super-brand-day
https://www.marketplacepulse.com/articles/tiktok-shops-first-year-in-the-us
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