TikTok Shop’s “Money Shot” beats: Dr.Melaxin’s playbook for success (A TikTok Shop case study)

1. Who is Dr.Melaxin, and what are the numbers behind their growth?

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Korean skincare brand Dr. Melaxin, launched in 2021, is recently climbing TikTok Shop’s top rankings (August 2025). After expanding into markets like the US, Japan, and Southeast Asia in 2024, the brand is proving how science-led positioning can win big with American consumers.

Dr. Melaxin calls itself a “slow aging” brand, researching practical ways to address freckles, pigmentation, pores, and sagging skin.
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Timeline of Dr.Melaxin’s growth:

• 2021: Dr. Melaxin was founded in South Korea, introducing its first product line focused on slow-aging skincare solutions.
• 2024: The brand expanded its presence internationally, launching in the U.S., Japan, and Southeast Asia.
• September 2024: Launch on Amazon and TikTok Shop
• October 2024: Official launch in the U.S.
• 2025: Since launching in 2024, Dr. Melaxin has reached a total GMV of $23.7 million as of August 2025.

Best-selling product on TikTok Shop: Peel Shot Glow Rice Ampoule Duo - Serums for Brightening, Exfoliating, and Moisturizing in revenue generated $7.86M from August 1-24 alone.
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Key numbers since their launch on TikTok Shop:
​Total Sales Volume: 607K units (since first listing on 2024-12-11)
Revenue: $23.7M
​Products/SKUs: 53
​Creators: 16.6K
​GMV (2025/07/25-2025/08/23): $12M
​Units Sold (2025/07/25-2025/08/23): 304.3K

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2. Dr. Melaxin's TikTok Shop breakthrough

The initial commerce video that propelled Dr. Melaxin's Peel Shot into the spotlight was shared by TikTok user @painfreebeauty on January 7, 2025. In this video, the user demonstrated the Peel Shot's ability to exfoliate and remove dead skin, garnering over 552,000 views and generating $18.13K in revenue.

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While this early viral moment proved the product could capture attention, high sales didn’t become consistent until early July 2025. Between January and June, revenue spikes were sporadic, showing that one viral video or a few high-performing affiliate posts isn’t enough to maintain steady growth.

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3. Winning strategy: What sets them apart?

a. Breakthrough content formula

• Their first big win was a creator showing “gross” but satisfying results (blackheads, clogged pores, and dry skin peeling off).
• This raw, visual storytelling hit a nerve with skincare audiences and became the foundation of their success.

b. Affiliate-driven scaling

• Once the formula worked, Dr. Melaxin scaled it through 16.6K creators actively promoting their products.
• A huge $20.69M (82.07% of total GMV) came from affiliates. Proving their model thrives on creator-led growth.
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c. High commissions + smart incentives

• Their affiliate program offers up to 30% commission per sale, making it highly attractive for creators.
• Select high-performing affiliate content is boosted with ads for even wider reach.

d. Authenticity and social proof

• The content consistently taps into skincare pain points while showcasing real transformations.
• Social proof and success stories are used to reinforce trust and credibility at scale.

4. Takeaways for brands

✓ Viral moments are catalysts, not guarantees
​One or two high-performing videos can generate short-term sales, but long-term growth requires consistency.

✓ Combine affiliates and livestreams
​Multiple touchpoints (affiliate videos, live demos, and content updates) create sustained momentum.

✓ Track trends and replicate success. In short, build a system.
​Monitor which content performs well and use it to refine ongoing campaigns.

5. The Future: What’s next for Dr.Melaxin?

Dr. Melaxin is poised to solidify its position as a leading skincare brand on TikTok Shop in the U.S. market. Building on a 172.6% month-over-month growth in views as of July 2025, the brand is implementing strategic initiatives to expand its presence and enhance its offerings.

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