Companies like GuruNanda, Lattafa, MySmile, Tarte Cosmetics and VeyesBeauty have seen significant growth on TikTok Shop despite those discounts. They do so by tapping into trending topics and working with creators well-versed in what works for their audiences.

For Tarte, video views correlated with sales between October 2023 and February 2024, suggesting that more engagement leads to better performance within Shop, according to the report. NielsenIQ declined to disclose brand-level sales numbers with ADWEEK.

“It all comes back to the quality of content that’s pushing people to purchase those products,” Mayo said. “It really is a mix of brands that you would know from other places, as well as some new-to-the-world brands that are making this their platform of choice and finding success in doing that.”