Medicube hits $100M+ on TikTok Shop — here’s how they did it

1. Who is Medicube and what are the numbers behind their growth?

Medicube is a Korean skincare and tech brand that has successfully expanded into the U.S. market, leveraging platforms like Amazon and TikTok Shop to reach American consumers. The brand is owned by APR Corp., a beauty tech company founded by CEO Byunghoon “Victor” Kim. APR has been recognized as a unicorn company, securing a pre-IPO investment of KRW 1 trillion from CJ ONSTYLE.

‍

Timeline of Medicube’s growth:

2009 – Medicube was founded in South Korea by dermatology experts.
​2016 – Launches Red Line for acne-prone skin, becomes a best-seller.
​2021 – Expands into tech-driven beauty devices (Age-R line).
​2023 – Age-R Booster Pro launches and becomes a breakout hit.
​Mar 2025 – First K-beauty brand to host TikTok Shop Super Brand Day in the US.
​Mar 2025 – Hosts LA pop-up during launch week to drive awareness.
​Apr 2025 – Hits $6.3M GMV in 30 days, selling 157K units.
​Now – Top TikTok Shop revenue earner in beauty with $42M+ lifetime GMV.

Best-selling product on TikTok Shop: Affordable Glass Glow Skincare Set with $1.42M revenue generated in the first 23 days of April alone.

‍

Key numbers since their launch on TikTok Shop:

Total Sales Volume: 1M units​
Revenue: $102.9M​
Products/SKUs: 101​
Creators: 33.9K​
GMV (Mar 25–Apr 23, 2025): $6.3M​
Units Sold (Mar 25–Apr 23, 2025): 157.4K

​

2. Winning strategy: What sets them apart?

a. They proved big-ticket sales are possible

While many brands focus on low-cost, impulse buys, Medicube has shown that TikTok users are ready to buy $300+ beauty devices if the branding, positioning, and content are right. Their Age-R devices sell alongside affordable skincare, without diluting either side of their brand.

b. A smart merchandising mix

Medicube uses a classic “traffic builder + margin builder” strategy:

• Affordable products (like the Glass Glow set) drive volume, reviews, and livestream buzz.
• High-margin beauty devices lift AOV and profitability.

This balance powers both their virality and their strong unit economics.

‍

Other moves:

1. Livestreaming: Frequent Lives featuring product demos, deals, and skincare experts.
2. Affiliate Strategy: 33.9K+ creators onboarded early, offering up to 30% commissions.
3. Pop-up Events: Physical activations (like "Glowland" LA) to bridge TikTok buzz to offline experiences.
4. Super Brand Day: Leveraged TikTok Shop’s biggest sales moment to dominate awareness and conversions.​

Norms Broken: Medicube challenges the assumption that TikTok Shop is just for cheap or trendy products. They've proven that premium tech products can thrive if you make them feel relatable and accessible on the platform.

​

3. Takeaways for brands

✓ Lean into education and entertainment
​Medicube's content isn’t just serious skincare talk, they mix real demonstrations with fun, trending formats. Education builds trust, but entertainment keeps it shareable.

✓ Pair premium products with relatable content.
​Even though they sell high-end beauty skincare and devices, their TikTok content feels approachable. Influencers show "real skin" moments, making premium tech feel accessible, not intimidating.

✓ Move fast with platform-native strategies.
​They didn’t wait for "perfect" campaigns. They used TikTok-native tools: frequent livestreams, Creator Affiliate Program, Super Brand Day collabs, and more to accelerate awareness and momentum.

✓ Activate a wide creator base early.
​With over 33K creators linked to their TikTok Shop today, Medicube proves that scaling creator partnerships early is key. More creators = more storefronts = more chances to win the algorithm.

✓ Turn your founder into a character.
​Medicube actively promotes their CEO, Byunghoon Victor Kim, as a recognizable face on TikTok. They even call him "CEOppa" ("CEO + Oppa"), a playful move that humanizes the brand and deepens emotional connection.

​

4. The Future: What’s next for Medicube?

After becoming the first K-beauty brand to headline a Super Brand Day on TikTok Shop US in March 2025, they’ve signaled even bigger ambitions:

More platform-led product launches. Expect Medicube to continue using TikTok-exclusive campaigns to introduce new devices and skincare lines, blending entertainment, education, and urgency.

Expansion of their creator network. With 33K+ affiliates already active, Medicube is likely to invest even more into creator partnerships, especially micro-influencers who build trust in niche skincare communities.

Offline-to-online integrations. Following their pop-up activations in Los Angeles, Medicube is hinting at more U.S. retail partnerships that integrate with TikTok-driven promotions, making physical and digital sales channels work together.

In short: Medicube is not treating TikTok Shop as an experiment. It's becoming their primary sales and brand-building engine in the U.S. and beyond.

​

Sources:

​All data were accessed on April 25, 2025

​https://www.prweb.com/releases/medicube-becomes-first-k-beauty-brand-to-launch-tiktok-shop-super-brand-day-in-the-us-302405486.html
​​https://www.tiktok.com/@medicube_us
​​https://www.tiktok.com/tag/ceoppa
​​https://www.cosmeticsdesign-asia.com/Article/2024/01/08/Firm-behind-medicube-sees-global-expansion-propelled-by-demand-for-cost-effective-next-gen-devices/
​​https://www.shoplus.net/shop/detail/7495514739648989419
​​https://www.fashionabc.org/wiki/medicube/
​​https://www.allure.com/story/medicube-skin-care-devices-review​

​

‍