TikTok has become the beauty discovery engine for Gen Z and Millennial skincare buyers — and Sundry isn't there.
Our brand DNA maps directly to the platform's content culture. This isn't a stretch — it's a natural fit.
Skincare brands own the under-60-second routine niche
Every major skincare brand on TikTok is doing long-form tutorials or lifestyle vlogging. Nobody owns the quick-routine space.
Our 3-step philosophy is a content format waiting to be seized.
Three content bets, tested in parallel during the 90-day pilot:
Real-time application of our 3-step system. No cuts, no filters, just honest skin care in under a minute.
Debunking one skincare myth per video. Educational, shareable, positions us as the truth-teller in the space.
Behind-the-scenes with our formulation team. Humanizes the brand, showcases R&D, builds trust through transparency.
Hook: "You're overcomplicating skincare." Real-time demo, cleanse to moisturize, minimal cuts.
Myth-busting format. On-screen citations. Ends with product rec.
Lab tour, petri dish time-lapse, scientist Q&A. Builds credibility.
Week 1: Onboard creator, finalize content calendar, set up analytics. Establish brand voice and posting cadence.
Weeks 2-12: 5 videos per week. Rotate content bets. A/B test hooks, times, hashtags. Respond to all comments within 2 hours.
Weekly reporting: engagement, follower growth, site clicks. Day 90: decision point based on exit criteria.
Total videos
Weeks active
If we publish 60 videos over 90 days focused on simplified routines and ingredient education, we will:
Followers by Day 90
Follower-to-site conversion
Average engagement rate
If we hit the threshold: Expand to 2 creators, increase cadence to 7 videos/week, allocate paid promotion budget.
If we miss: Archive the account, document learnings, redirect resources to proven channels. No sunk-cost fallacy.
Less than the cost of a single paid social campaign — with lasting channel-building upside.
Defined hypothesis. Clear exit criteria. Modest investment. Real upside.
Questions? Contact Priya Mehta, Social Media Lead
priya.mehta@sundryskincare.com