In an industry that once lacked diversity and inclusivity, Issy Cosmetics and Klued are making positive changes. These LGBT-owned brands are using TikTok Shop to reach more people and promote a broader idea of beauty.
Founded in 2019 by CEO Jasmin Ang and creative director Joel Martin Andrade, Issy Cosmetics aims to change beauty standards in the Philippines. They offer a wide range of makeup and skincare products for everyone. Through TikTok Shop, they have reached more people and promoted inclusivity.
Joel explained, “In 2019, the beauty market lacked options and inclusivity. We wanted to change that by offering products for everyone, giving people choices and something to be proud of locally.”
Issy Cosmetics provides a variety of shades for different Filipino skin tones and promotes products for all genders. Their goal is to ensure everyone feels represented and celebrated.
Klued, founded in 2022 by Maximo Canega and Emilio Chua, offers high-quality skincare products at affordable prices. Maximo shared, “Klued aims to provide premium skincare for everyone. We fill a market gap by offering specific solutions for individual concerns.”
Klued focuses on educating customers about their products, ensuring effective use for the best results. This approach has helped them build a loyal customer base quickly.
Issy Cosmetics joined TikTok Shop in 2022 and saw its potential early on. Sales director Allyson Jewel Andrade said, “We saw great opportunities with TikTok Shop, even when it was new.” This decision led to an 800 percent growth for Issy Cosmetics from 2022 to 2023.
Klued also saw success with TikTok Shop. Their first product launch went viral, helping them grow from two employees to a team of 30. Chua noted, “TikTok Shop has been very supportive and has driven a lot of our sales.”
Both brands use TikTok Shop’s livestreaming feature to engage with customers directly. For Issy Cosmetics, livestreaming accounts for about 50 percent of their sales. Andrade said, “Livestreaming helps increase sales and guides customers during purchases.”
Klued also benefits from live selling, using features like LIVE coupons and free shipping. Marketing assistant Jessa Mae Alvarez said, “TikTok Shop offers many helpful tools for live sellers.”
TikTok Shop combines product discovery and purchasing in one app, making shopping easy and fun. Andrade from Issy Cosmetics said, “TikTok Shop helps us build a community and grow our business. From discovery to purchase, it’s all in one app.”
The success of Issy Cosmetics and Klued shows how digital platforms like TikTok Shop can help local brands grow and promote diversity in beauty and skincare. By using TikTok Shop, both brands have expanded their reach and created inclusive communities.
