Ryan Rouse

MALK Organics

President

Self Employed

Growth Advisor

HighKey 

Chief Executive Officer (acquired)

Board Member

Chief Marketing & Ecommerce Officer

Tasseo Consumer Ecosystem

Operating Partner

Serenity Kids

Head of Growth

Factor_

Co-Founder (Acquired by Hello Fresh)

Chief Marketing Officer

Chief Operating Officer

Merrill Lynch

Vice President of Sales

Growth advisor to consumer businesses with a focus on every line of the P&L | Previously, Co-Founder at Factor Meals (acquired), CEO at Highkey

Growth-minded CPG leader with deep experience across finance, brand building, and operational leadership.

After more than a decade in finance—culminating in an eight-year tenure at Merrill Lynch—I co-founded Factor_, a ready-to-eat meal delivery company that went on to be acquired by HelloFresh for $277M in 2020.

I joined HighKey Snacks as Chief Marketing Officer and later CEO, guiding the low-sugar snack brand through rapid expansion and an acquisition in 2024.

I'm currently the President of MALK Organics, a fast-growing, near nine-figure brand redefining the plant-based milk category with its commitment to clean, organic ingredients and uncompromising quality.

And I write a newsletter about what it really takes to grow—your company, your mindset, your tolerance for chaos:
​
​• The unfiltered truth about building a brand
• Why “strategy” isn’t always strategic
• What to do when everything feels on fire
• Mindset shifts that keep you sane(ish)​
• Founder mistakes, market moves, and lessons I’m still learning​
​
​Part playbook, part perspective shift.
For anyone trying to grow something—and keep their head on straight.

Sign up using the link here (or below my profile pic above): https://ryanrouse.me/

Vice President | Partner

Data driven investors in early stage consumer brands. 

We've normalized something insane.

Two people typing at each other for 35 minutes.

Typing gives us time to be clever. To craft the perfect comeback. To sound right while being wrong.

Talking forces us to be human.

No edit button. No screenshots for later. No audience watching you perform.

Just two people working it out in real time.

The friction you feel before picking up the phone and calling?

That's your ego protecting itself.

It knows the keyboard is safer.

But relationships aren't built in safety.

They're built in the messy, unedited moments when you actually hear someone's voice.

Next time you're about to send that long message?

Pick up the phone instead.

You'll be shocked how fast "enemies" become teammates when you remove the screen between you.

~~~~~~~~~~~~~

If you liked this post, you'll love my emails. No BS musings from 12+ years in the trenches building brands.

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Never Been on a Forbes List | President at MALK Organics | Daddy at Rouse House | Previously: Co-Founder & CMO at Factor_, CEO at Highkey

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The startup world worships charisma.

Big personalities. Bold promises. Slick pitches.

But I've watched too many charismatic founders flame out.

And too many quiet operators build empires.

Here's what I learned:

Charisma opens doors. Character keeps them open.

Charisma raises the round. Character delivers the returns.

The market rewards charisma in the short term. But it pays character in the long run.

Use your charisma to sell the vision.
Use your character to build the business.

I'm curious: Think about the best leader you've ever worked with.

Were they the most charismatic person in the room, or did they have something deeper that made you follow them?


~~~~~~~~~~~~~

If you liked this post, you'll love my emails. No BS musings from 12+ years in the trenches building brands.

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The more polished your corporate language, the less your employees believe a word you say.

Early in my startup career, I'd craft these perfect all-hands emails. 

"We're excited to announce strategic realignment initiatives that will optimize our organizational effectiveness."

Translation: We're laying people off.

My team saw right through it.

And it created distrust and disengagement.

So I changed my approach.

Instead of "pursuing growth opportunities," I started saying "we're trying something new and honestly, we're not sure if it'll work."

Instead of "navigating headwinds," I said "this quarter sucked and here's why."

It was uncomfortable at first.

But the team started asking real questions instead of nodding politely.

And they started to trust me more when things got hard because they knew I wouldn't sugarcoat it.

I remember the first time I told my team "I don't have a good answer for that yet" in a meeting. 

Someone was brave enough to say "thank you for not making something up."

People don't want perfect messaging from their leaders.

They want honest communication about what's really happening and how it affects them.

Even if you don't know. 

Your team can handle the truth. 

What they can't handle is being treated like they're too naive to see through corporate BS. 

Every euphemism you use is a withdrawal from the trust bank.

And that account doesn't have overdraft protection.

There's no finish line where suddenly you feel like you made it.

No magic number that makes the doubt disappear.

No age where you finally stop comparing yourself to the 28-year-old who just raised $50M.

We're all out here pretending we're on schedule while secretly terrified we're falling behind.

The woman who sold at 32 thinks he peaked too early.

The guy grinding at 50 thinks she started too late.

The kid raising millions thinks he's a fraud.

None of us know what we're doing.

We're just making different mistakes at different speeds.

Your career isn't late.

It's not early either.

It's just yours.

And the only way to lose is to stop showing up because you think you missed some imaginary deadline.

Keep building.


~~~~~~~~~~~~~

If you liked this post, you'll love my emails. No BS musings from 12+ years in the trenches building brands.

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Every morning at 5:30 AM, my alarm goes off.

And I have a choice.

Hit snooze and skip my workout, or get up and move.

That's the first battle of the day.

Success isn't some climactic moment where everything falls into place.

It's winning thousands of these small fights. Day after day.

The decision to kill a product you spent 18 months developing because it clearly doesn't work. 

The discipline to skip the third glass of wine at dinner so you can think more clearly in tomorrow's meeting.

The courage to fire someone who's good but not great.

There is no one final battle.

No last job.

No riding off into the sunset.

These micro battles never stop.

And the moment you accept that?

The pressure to "arrive" disappears.

You stop waiting for some future version of success.

You start finding it in the discipline of showing up when it's hard.

In choosing the right move over the easy one.

In winning today's battles so you're ready for tomorrow's.

~~~~~~~~~~~~~

If you liked this post, you'll love my emails. No BS musings from 12+ years in the trenches building brands.

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What if choosing not to be offended was the most powerful decision you could make today?

Most leaders don't realize they're handing control of their day to people who don't matter.

I've spent 15+ years in executive roles. Built teams. Navigated acquisitions. Raised 3 kids.

Many years ago, someone's criticism would completely derail me.

I'd stew on it for hours.  

But that person? Living their life. Completely unbothered.

The only person suffering was me.

It made me recognize that offense is a choice.

Not a reflex. A choice.

Now when someone tries to push my buttons, I pause and choose whether or not to engage. And how to engage if I choose to. 

I'm protecting what matters: me.

Your reaction gives other people control over your day.

Your non-reaction or calm reaction gives you back your power.

So here's my question:

Who are you letting live in your head that doesn't deserve to be there?


~~~~~~~~~~~~~

If you liked this post, you'll love my emails. No BS musings from 12+ years in the trenches building brands.

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Being late to every meeting isn't a personality quirk. 

It's a character flaw. 

And it's costing you more than you think. 

It's like your friend who couldn't handle their alcohol and had to be baby sat every night. At first everyone's like "Oh, that's just Jeff/Julie."'

But you know what happened over time? Less and less people hung out with Jeff and Julie. 

Same goes here. 

Every time you're late to a meeting, you're showing showing people you can't be trusted with the small things.

Trust with the small things leads to trust with the big ones.

The opportunities that require trust:
- Leading a team
- Managing a budget
- Representing the company
- Taking on a big project

None of those happen if people don't trust you with the basics.

And being on time is the most basic thing there is.


~~~~~~~~~~~~~

If you liked this post, you'll love my emails. No BS musings from 12+ years in the trenches building brands.

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The higher you climb, the lonelier it gets.

I learned this from 25 years of chasing the top.

It's odd though. The higher you get, the less people you can talk to about it. 

Can't vent to your team about the pressure.

Can't ask your boss the "dumb" questions ('cause you don't have one).

And you definitely can't admit when you're figuring it out as you go.

So I started writing.

Not corporate memos. Not LinkedIn humble brags.

Real talk about what it's actually like to lead.

The messy product launches.

The budget fights that keep you up at night.

The people decisions that haunt you.

The wins that nobody sees coming.

Look, I know how this sounds.

Another exec with a newsletter.

But if you're tired of feeling like you're the only one struggling with this stuff, I write about it every week in my newsletter.

No BS. Just truth.

Link in the comments if you're interested.

I've watched good companies crumble from the inside out.

Not because of market conditions or bad products.

Because they let weak leadership linger.

Your team sees it before you do.

And every day you wait, they lose a little more belief.

Not just in that one leader.

In you. In the vision. In whether any of it matters.

The damage compounds faster than you think.

And by the time it's obvious to you, half your best people are already mentally checked out.

So when you know someone isn't cutting it, act.

Yes, transitions are messy.

Yes, there will be short-term pain.

But nothing restores faith in a team faster than watching leadership actually lead.

I've never been the smartest person in the room.

But I have been the most dangerous.

Not because I know more.

Because I know less.

My first few months at MALK, I was like a broken record.

"What's the reason for that?"
"Who decided this?"
"What happens if we skip it?"

I've done the same thing at business I get involved with. 

Turns out, most companies run on autopilot.

Someone built a process years ago because they needed something fast.
It stuck.

Not because it was good.

Because it was there.

Your processes aren't best practices.

They're fossils.

Fresh eyes see the waste you've gone blind to.
Here's what works:

Hire people with fresh eyes. 

Give them permission to be annoying.

Let them question everything.

Document every "why?"

Most answers will be "I don't know" or "that's just how it's done."

That's your gold mine.

Each "I don't know" is money left on the table.

Each "that's how we've always done it" is a process begging to be killed.

What process exists at your company only because "that's how it's always been done"?

~~~~~~~~~~~~~

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The cost of handing out fancy titles too soon is real. 

Early on at Factor_, we couldn't afford top talent.

So we did what a lot of founders do.

We gave people VP and Director titles to make up for the salary gap.

Seemed smart at the time.

They got the prestige. We saved cash.

But a title doesn't teach someone how to do the job.

It doesn't give them the reps. The pattern recognition. The instincts that come from years on the job.

And when you realize someone isn't ready for the role they're in, you've got a real problem.

Because now you can't just adjust their responsibilities.

You have to demote them or move them out.

Which is brutal for everyone involved.

The title that was supposed to solve a problem becomes the problem.

Looking back now, I wish I'd been straight with people about where they actually were.

Not where I needed them to be.

Give them a role they can handle today. 

Let them earn the next one.

~~~~~~~~~~~~~

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Everyone's building a personal brand. But personal credibility should be the goal. 

I see it every day.

People obsessing over their LinkedIn banner design while their actual work speaks nothing.

Crafting the perfect thought leader bio while delivering mediocre results.

Posting motivational quotes they don't live by.

Here's what they don't get:

Personal brand is what you tell people you are.
Personal credibility is what you prove you are.

One is manufactured. The other is earned.

You can buy a personal brand. Hire a ghostwriter. Use AI to pump out content. Get those vanity metrics up.

But credibility?

That comes from one place: Doing.

Delivering on promises when nobody's watching.
Admitting when you're wrong instead of doubling down.
Sharing real failures, not just humble brags disguised as lessons.

The most credible people I know barely think about their "brand."

They're too busy actually building things. Solving problems. Creating value.

Their reputation spreads through whisper networks, not viral posts.

Want to stand out in 2025?

Stop polishing your image.
Start delivering results.

Because at the end of the day, your personal brand is just marketing.

Your personal credibility is your actual product.

And people can smell the difference from a mile away.

~~~~~~~~~~~~~

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Being a 6/10 across many functions will serve you more than being a 10/10 in one.

But you typically have to get to a 9/10 in one area to earn the opportunity to oversee the others. 

The hard part for most people is being comfortable going from a 9/10 in something down to a 6/10 in order to create time to go from a 2/10 to a 6/10 in the others.

They can’t let go of being best in class at the one thing. 

Which limits their ability to to lead.

~~~~~~~~~~~~~

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Congrats to all who made the Forbes list. 

I did not. Therefore, my headline remains in tact.

You survived the launch. You got early traction.

So why does year three feel harder than year one?

Because in year one, you'd work 24/7 and love it.

The adrenaline was real. Every win felt like validation.

You didn't need sleep. You didn't need breaks.

You had rocket fuel in your veins.

But years 2-5...

The adrenaline runs out.

And when it does, the grinding reality sets in.

34.4% of founders experience burnout.

Not in year one when you're supposed to be struggling.

In years 2-5, when you're supposed to have it figured out.

Year one, you're running on pure excitement and fear.

That combination keeps you moving even when you're exhausted.

But years 2-5? That's when the wheels come off.

The excitement fades. The fear becomes background noise.

What's left is just the grind.

No finish line in sight.

Revenue looks healthy. Team is growing.

But you're running on empty.

And you don't realize it's happening.

You think you're just tired. You think it's a rough month.

You tell yourself you'll take a break soon.

But soon never comes.

Because now you've got:

• A team depending on you
• Investors expecting growth
• Customers needing support
• A reputation to protect

You can't just stop anymore.

The thing about founder burnout is it doesn't announce itself.

It shows up in small ways first.

You start dreading Monday mornings.

Emails sit unread for days.

Decision-making gets harder.

Your patience with your team gets thinner.

Then one day you wake up and realize: You don't remember the last time you felt excited about this.

The data backs this up.

Founders in their middle years report higher rates of anxiety and depression than in year one.

Not because things are going worse.

Because things are going exactly as expected.

And that's somehow harder to handle than the chaos.

If you're in those middle years right now, here's what I'd tell you:

The 24/7 hustle isn't sustainable.

It never was.

Year one, you could get away with it because the adrenaline covered the cost.

But you can't run a marathon on sprint energy.

And building a lasting company is a marathon.

Take the break. Build the boundaries. Protect your mental health.

Not because it's nice to have.

Because your business won't survive if you don't.

I spend my days analyzing consumer behavior, market trends, etc.

But my wife always points out something I completely missed.

Last month, we were arguing about why the kids kept leaving their water bottles everywhere.

I said it was a discipline problem.

She said it was a design problem.

The bottles were too heavy when full. Too awkward to carry. The lids leaked in their backpacks.

So they just... stopped using them.

I had been so focused on the behavior, I missed the product failure.

We do this in our industry. 

Blame "disloyal" customers instead of asking if our packaging is annoying to open or if our product fits in their pantry.

My wife doesn't work in CPG.

She doesn't know (or care) what a P&L is.

But she sees a ton of things I don't.

The tiny annoyances. The small frustrations. The gap between what we promise and what actually works in real life.

Here’s hoping you all have a "Lindsay" involved in the product development process.

I used to think talking about anything besides work was a waste of time.

As a founder, my life was the business.

Every minute counted.

So when team members wanted to chat about their weekend, their kids, their hobbies?

I'd nod politely and steer us back to the agenda.

I thought I was being efficient.

I was actually building walls.

Because my team had lives outside work.

Just because I had no other interests didn't mean they didn't.

The shift happened when I started asking questions. Actually listening to the answers.

Turns out, people open up when you take genuine interest in them.

The trust runs deeper. The feedback gets more honest. The work gets better.
And they stop leaving.

Relationships aren't built in conference rooms.

They're built in the margins.

The random detours in meetings that are completely off topic.

The walk to the parking lot.

The random Slack message about their kid's soccer game.

That's where teams become more than just people who work together.

~~~~~~~~~~~~~

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You can't be great at everything.

And that's actually the point.

The bell curve is undefeated. Small percentage who are elite. Small percentage who are terrible. Large percentage in the middle.

It applies to everything - career, relationships, fitness, hobbies.

Where it gets interesting is when you stack bell curves on top of one another.

Elite in one area almost always means average or terrible in others.

The math doesn't lie.

Which means you have to pick.

Which areas of life you want to be on the upper end of the curve?

And how far down that curve do you want to go?

All those choices have trade offs. 

Personally, I want to be in the 90th percentile in family, career, and health. 

That's above average, but not elite. 

Being in the 90th percentile in all of them means I can't be in the 98th percentile in any. 

It also means I can't even be in the 60th percentile in other things that aren't on my list. 

Some people choose differently. They go all-in on one thing. Become truly elite.

They accept being below average everywhere else.

Neither approach is wrong.

What's wrong is pretending you can be elite at everything.

The trade-off is real whether you acknowledge it or not.

So pick your bell curves.

And stop lying to yourself about the ones you didn't pick.


~~~~~~~~~~~~~

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The DTC era taught founders a dangerous lesson.

You could skip the hard work of understanding your category.

Build a brand, tell a story, sell direct.

No need to obsess over shelf placement, competitive sets, or how retailers think about your space.

But shoppers still compare you to everything else in the category.

They always have.

Whether your product sits next to competitors on a shelf or shows up alone on your website doesn't matter.

A lot of digitally native brands tried to move into retail and got crushed. 

Because they never did the foundational work.

They didn't know their category cold.

Didn't understand how it's priced, how it's merchandised, how it's managed, how decisions get made.

That knowledge used to be non-negotiable.

Before DTC, founders had no choice but to become category experts first.

It was the only path to market.

Now it's optional.

And that optionality is killing brands.

You can't win in CPG without being obsessed with your category.

Not just your product.

The entire space you're competing in.

That's table stakes.

Ashley Wright

Social Tale - TikTok Shop Agency

Turning Attention into Community, Transforming Community into ROI - Building Your TikTok Empire. We help your favorite brands scale on TikTok shop.

Founder

MentorPass

1:1 video mentoring sessions with the world’s most in-demand startup mentors.

Mentor

Smash Cactus Media

Captivate your audience with our meticulously crafted ad creatives that seamlessly blend creativity and strategy. Elevate your brand's message with content that leave a lasting impression and drive tangible results.

MediaCom

Paid Social Associate Director

Adidas Group / / /
Digital Strategy, Planning, Execution, Analysis, Client/ Team Management, Branding and eCommerce.

Paid Social Manager

Jellyfish

Paid Social Media Specialist

Chalk Global

Clients: UGG, Universal Music, Creed, French Connection, Swarovski

Digital Account Manager

Upbeat Agency

Facebook Ads Manager

Studiospares Ltd

Ecommerce Marketing Manager

Want to scale your brand to $100k+/mo with TikTok Shop?👋

TikTok Shop Partner scaling 7-9 figure brands on TikTok Shop

Over the past two years, I've generated over $80,000,000 on TikTok for some of your favorite brands.

A few of our current and past clients include:
- Divi
- SNOW
- Stars + Honey
- Surreal
- Style Edit
- Thread Beauty
- PLIX

This success isn't just luck—it's about understanding the platform, pushing boundaries, and being unafraid to test what works.

Brands used to doubt TikTok's ROI potential, but that's never been the case. With TikTok Shop, the ROI is clearer than ever.

If you're ready to create a whole new revenue channel with TikTok, here's how I can help:

1. Follow me on LinkedIn for daily TikTok Shop insights (scroll up and hit the bell to get notified).

2. Download my FREE TikTok Shop Workbook (DM me "Workbook").

3. Want my agency to manage your TikTok Shop? (DM me "Support" and I'll share the details).

Glad you dropped by. 
To your success!

Most brands think the UK and the US behave the same on TikTok Shop.

They don’t.

And that misunderstanding is killing their growth.

UK brands are slower to adopt, slower to approve, and slower to scale.

Not because the platform is worse, but because the mindset is.

If you follow UK rules in a US-level opportunity, you lose.

Here is what actually separates the 2 markets right now:

US creators take TikTok Shop seriously,
UK creators treat it like a side quest.

US brands send 800 samples in a month,
UK brands debate 150 for three weeks.

US sellers build creator communities early,
UK sellers wait until they are “ready”.

US teams adopt Discord with no friction,
UK teams still think it is “too complicated”.

US brands commit real ad spend,
UK brands want proof before they invest.

US moves with speed,
UK moves with permission.

The platform is not what makes the difference, the behavior does.

We grew brands in both regions, and the gap is wider than most founders realise.

If you want the full UK vs US breakdown, comment “breakdown” and I’ll send it.

Helping 8+ Figure Brands Win on TikTok Shop | CEO of Social Tale | Speaker | Social Commerce Growth Expert | DM for growth, audits, or collabs

Most brands are going to get destroyed on TikTok Shop in 2026. And it's not because the platform changed.

But because they're still playing the 2024 game.

I just spent the last month analysing what's actually working.

There are 6 specific shifts happening in 2026.

The brands that understand them will scale.

The ones that don't will get left behind.

I recorded a quick video breaking down those shifts, trends and predictions 
for 2026.

Comment "2026", and I'll send it over.

"Charge low until you prove yourself."

Worst advice I've ever heard in the agency space.

When you charge too low for pitching to bigger brands, they don't see the full value.

Then it's nearly impossible to raise your prices later.

You've locked yourself into low margins for years.

Maybe that's fine as a solo freelancer.

But when you want to grow, you're stuck.

Instead, charge what you believe you're worth.

Break down the components.

Show them exactly what they're getting for the cost.

Then let your delivery prove you were right.

This approach does something else, too.

It allows you to hire A-players from day one, instead of scrambling to find those who can "just get the job done."

Your pricing dictates your quality.
Your quality dictates your clients.
Your clients dictate your business.

Don't trap yourself at the bottom.

$165K in 7 days.

That's what one of our clients did in the first week of BFCM.

Everyone thinks BFCM is won in November.

It's not.

It's won in September.

BFCM on TikTok Shop isn't a sprint.

It's the finish line of a 90-day marathon.

The brands crushing it right now didn't start prepping last week.

They started in September when everyone else was sleeping.

Momentum takes time to build.

But when it hits, it compounds fast.

If you want your brand ready for Q1 (yes, Q1), DM me "2026" and I'll walk you through what to start doing today.

25 video hooks that drive TikTok Shop sales:

(Your next 7-figure month starts with the right hook)

1. POV: you just discovered a product that solves [daily problem]
2. Unboxing my [product category] haul from TikTok Shop
3. 5 must-haves under $50 that actually work
4. De-influencing [expensive product] (and what to buy instead)
5. POV: you're a [target customer persona] and this changed everything
6. My everyday essentials that are worth the hype
7. POV: this product just made your life 10x easier
8. You saw the [trending product] and now your cart is full
9. Things I didn't know I needed until TikTok showed me
10. This solves a problem you didn't know you had
11. [Product name] vs [cheaper alternative] - honest comparison
12. Watch me use this for a week straight (results)
13. POV: you finally bought the thing everyone's talking about
14. I tested viral products so you don't have to
15. This one thing replaced 5 products I used to buy
16. Before and after using [product] for 30 days
17. The [product] your FYP has been hiding from you
18. I was skeptical until I tried it myself
19. This is what [price point] gets you on TikTok Shop
20. POV: you stopped scrolling because this actually works
21. Showing my [partner/friend/mom] this viral product
22. I bought the dupe and here's what happened
23. The only [product category] you'll ever need
24. This did what [expensive brand] couldn't
25. POV: you're about to save this and forget to buy it

Bookmark this 🔖

I’m excited to announce...

I’ll be taking the stage at Affiliate World in Bangkok

📍 Dates: December 3–4, 2025

My session: The Brutal Truth About What Actually Works on TikTok Shop 🚀

What you’ll learn:

✅ The “Reboot Campaign”
✅ Hidden Costs That Wreck TikTok Shop
✅ Why most brands fail on TikTok Shop (and how to fix it)

🔥 Why Affiliate World Conferences is a MUST-ATTEND:

• The #1 Performance Marketing Conference in the world
• 7,000+ attendees from 110+ countries 
• 35+ expert speakers (I’ll be one of them 👋🏾)
• 300+ exhibitors with the latest tools and tech
• Endless networking, learning, and fun with top marketers in the game

If you’re serious about scaling and want to stay ahead of where the industry’s headed…

You should be in the room.

I’ve got a few ticket discount links if you still haven’t grabbed yours yet

If you’re going, let me know so we can connect.

See you in Bangkok!

Your first 3 seconds on TikTok Shop can break or make your product.

A high-converting video shows:

- The frustration (make them feel it)
- The product solving it (demo in action)
- A real person using it (not scripted)
- The transformation (satisfying result)

Brands that nail this formula are doing 6-7 figures on TikTok Shop.

Just wrapped up Affiliate World Bangkok 2025 last week.

The energy was unreal.

It is always a privilege to get on stage and break down what we are seeing inside TikTok Shop right now, especially in a room full of sharp operators who actually get it.

Huge thanks to the Affiliate World Conferences team for having me.

The event keeps leveling up, and the conversations this year were some of the best yet.

Great to reconnect with familiar faces and meet so many new people who are building real businesses.

I almost didn't post my first piece of content on LinkedIn.

I was worried about what people would think.

Friends from school. 
People I used to work with. 
Anyone who knew me before I started the agency.

I kept thinking:

“What are they going to think about this?”

In those first few posts, I was genuinely worried.

Rewrote it, then didn’t post it.

I was scared of the judgment.

But then I just said screw it and hit post.

And you know what happened?

I got over it really quickly.

Because I realized something important:

It doesn't really matter what they think.

The people who matter don't mind.

And the people who mind don't matter.

Once I understood that, everything changed.

I stopped worrying about old school friends scrolling past my posts.

I stopped caring if someone thought I was "too much" or "showing off."

I just focused on sharing what I know about TikTok Shop and helping brands 
scale.

And that's when things actually started moving.

If you're holding back from posting because you're worried about what people 
will think:

Just start.

You'll get over it faster than you think.

And the people who actually matter will support you.

Most people think TikTok Shop is for cheap impulse buys.

One of our clients just did £6,676 in 7 days selling TVs.

High-ticket works on TikTok Shop.

You just can't use the same playbook as $15 skincare.

The strategy changes when AOV goes up.

You don't need viral moments for high-ticket.

You need the right audience to see the right message.

29 sales might not sound impressive.

But at this price point, it's more revenue than brands doing 500 orders on low-ticket products.

TikTok Shop isn't one-size-fits-all.

The brands that understand this are the ones scaling.

If you're in the high-ticket space and want to crack TikTok Shop, DM me "Strategy."

From award-winner to the top-selling body-care brand on TikTok Shop in 2024.

In late 2023, Maëlys, a premium body-care brand, entered a platform many assumed was built for cheap impulse buys.

By the end of 2024, they became the top-selling body-care brand on TikTok Shop, took home the 2025 Glossy Pop Award for Best Use of TikTok Shop, and ranked as a top-five earning Shop in the personal care category in Q1 2025.

During one campaign, they drove an 800 percent increase in total orders, with 87 percent of customers being first-time buyers.

Here’s how they pulled it off:

1. 𝗧𝗵𝗲𝘆 𝘄𝗲𝗮𝗽𝗼𝗻𝗶𝘇𝗲𝗱 𝗮𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰 𝘁𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻𝘀

Most brands pay influencers for polished reviews.

Maëlys built a system around real women sharing their journeys.

They spotlighted creators documenting visible changes in stretch marks, loose skin, and other body-targeting concerns.

This wasn’t about curated aesthetics.

It was about proof, and proof converts.

2. 𝗧𝗵𝗲𝘆 𝗶𝗻𝗰𝗲𝗻𝘁𝗶𝘃𝗶𝘇𝗲𝗱 𝗰𝗿𝗲𝗮𝘁𝗼𝗿𝘀 𝗹𝗶𝗸𝗲 𝗮 𝘁𝗲𝗰𝗵 𝗰𝗼𝗺𝗽𝗮𝗻𝘆

Instead of relying on standard affiliate commissions, they rolled out an incentive program with prizes valued at up to $275,000.

Top creators weren’t just earning revenue.

They were competing for a Ritz-Carlton yacht experience and luxury handbags.

This turned creators into true partners and unlocked high-quality content at scale.

3. 𝗧𝗵𝗲𝘆 𝗺𝗮𝘀𝘁𝗲𝗿𝗲𝗱 𝘁𝗵𝗲 𝗚𝗼𝗹𝗱𝗲𝗻 𝗧𝗿𝗶𝗮𝗻𝗴𝗹𝗲

Maëlys built a three-part system documented in TikTok’s official case study:

• Organic content for trust
• Paid media to scale winning creatives
• Creator partnerships for social proof

Organic content de-risked ad spend.

Ad spend amplified creator performance.

Together, they created a growth flywheel.

4. 𝗧𝗵𝗲𝘆 𝘁𝗵𝗼𝘂𝗴𝗵𝘁 𝗯𝗲𝘆𝗼𝗻𝗱 𝘁𝗵𝗲 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺

Even while dominating TikTok, Maëlys expanded the moment offline.

They went live with a digital billboard in Times Square and ran a TikTok Shop-exclusive 30 percent discount to create urgency.

This wasn’t just a Shop strategy.

It was a full-funnel brand play.

---

Maëlys proved that premium, considered-purchase brands can win on TikTok Shop.

They understood that TikTok isn’t only a sales channel. It’s a community.

They didn’t sell body cream. They sold confidence.

And they built the system to scale it.

One of our US beauty clients just cracked $100K in a single month.

$107K in GMV to be exact.

Up 15% from September.

1,828 orders.
2,515 items sold.
1,768 customers.

Most beauty brands think you need to go viral to hit six figures on TikTok Shop.

You don't.

You need consistent creator output and offers that convert.

This brand didn't have a single mega-viral moment in October.

Just steady volume.
Multiple creators posting daily.
Products that actually solve problems.

The algorithm rewards consistency.

If you're a brand stuck under $50K/month and want to break through to six figures, DM me "Scale" and I'll show you the exact framework we used here.

Most brands think creating content that sells is a straight line.

Set a goal, create content, and make sales.

But here's what actually happens when you're building TikTok Shop content:

You set a goal to hit $100K on TikTok Shop.

1) You start reaching out to creators.

Half don't respond. The ones that do want samples.

2) You're learning what hooks actually work.

What you thought would convert doesn't.

3) You start doubting if TikTok Shop is even worth it.

Your first 20 videos get decent views but zero sales.

4) You're failing to get traction.

Competitors are posting similar products and crushing it.

5) You're practicing what works.

Different angles, Flash Sales.

6) You feel lost because nothing's consistent yet.

One video does $5K, the next 10 do nothing.

7) You're getting it.

You find 3 creators who actually move product.

They are not the easiest to work with, but when you find that 1% it’s all worth it.

8) Then you're struggling with a new problem.

Fulfillment can't keep up.

You're out of stock on your best SKU.

9) Finally, you achieve it.

Consistent daily sales.

A creator network that posts weekly.

Momentum that compounds.

The brands that win aren't the ones who avoid the mess.

They're the ones who push through it while everyone else quits.

And set the assigned budget for TikTok Shop for 12 months, not 3.

----

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What content to create on TikTok Shop at each stage (to maximize sales):

TOFU (scrolling, not buying yet):

- product demos solving a specific problem
- “day in the life" content showing real use
- zero sales pitch in first 3 seconds
- hook focuses on the problem, not your brand
- soft CTAs like "wait for it" or "watch till the end"

These people aren't ready to buy today. 

Stop forcing the sale.

MOFU (considering it):

- comparison content (you vs alternatives)
- creator testimonials showing real results
- before/after transformations
- address objections directly (price, shipping, does it actually work)
- CTAs focus on "see it in action" or "check the reviews"

BOFU (ready to convert):

- product page tours showing exactly how to buy
- bundle breakdowns with clear pricing
- scarcity hooks ("only X left" or "sale ends tonight")
- creator codes and exclusive discounts
- Lives showing checkout process in real-time

Run cold traffic TOFU content. Retarget scrollers with MOFU. Convert warm audience with BOFU Lives and urgency posts.

Most brands push product links to cold traffic and wonder why their GMV is flat.

Everyone tells you to "take your time and don't rush."

Then you wonder why you're outperformed by your competitors and why they're taking your market share.

I've never agreed with this because I've always believed in the "just do it" approach like Nike.

You can fix things along the way.

But you can't fix momentum you never built.

When you're planning 3, 5, 10-year goals, ask yourself:

Why can't you condense that into one year?

The buffer you think you're creating is actually killing your business.

You want to be ahead of the herd.

Whether you're doing it right or wrong, you'll figure it out faster by moving.

Stop waiting for perfect.

Start building now.

$1.4M in 4 months.

328% growth and 35,507 orders for one of our clients.

Here's how we did it on TikTok Shop:

1) Started creator outreach in August

Locked in 5-10 top creators on retainer before the competition heated up. Sent 200-500 samples to build a pipeline of content ready to post.

2) Posted content 30+ days before peak sales periods

Gave the algorithm time to learn what converts. Content from August/September trained TikTok on their best-performing formats before the November spike.

3) Ran small tests in September to validate what works

That early spike wasn't luck - it was a controlled test. Identified winning creators, hooks, and products before scaling hard in November.

4) Built infrastructure to handle volume spikes

Synced shop inventory, created urgency overlays and bundles, set up creator communication channels (Discord/WhatsApp) so they could handle 2,000+ orders a day without breaking.

Don't wait until Q1 to start planning.

The brands that win in March are building right now.

If you want help getting your TikTok Shop strategy dialed in, send me a DM.

One of our UK clients in the beauty niche affiliate sales did over £50K in GMV in October.

Up 29% from September.

We doubled down this month:

• 927 videos posted.
• 539 LIVE streams.

The brands winning right now are the ones that went all in on creator volume.

If you want to see this kind of MoM growth for your brand, DM me "TikTok Shop" and I'll walk you through the exact process we used here.

Most brands build TikTok Shop bundles wrong.

They throw products together and hope it works.

Here's the bundle structure that actually converts:

𝟭) 𝗧𝗵𝗲 𝗛𝗲𝗿𝗼 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗕𝘂𝗻𝗱𝗹𝗲

Pick your best-selling product.

Add 2-3 complementary items that make sense together.

Not your entire catalog.

Example:

• Skincare brand: Serum + moisturizer + face roller
• Supplement brand: Main product + travel size + shaker bottle

People buy bundles when they see clear value, not when you're dumping random products together.

𝟮) 𝗧𝗵𝗲 𝗣𝗿𝗶𝗰𝗲 𝗦𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲

Your bundle needs to feel like a deal without killing margins.

Here's what works:

• Individual products: $100 total
• Bundle price: $70-75
• 25-30% off is the sweet spot.
• Anything less feels weak.

Anything more kills your profit after TikTok fees and creator commissions.

𝟯) 𝗧𝗵𝗲 𝗖𝗼𝗺𝗺𝗶𝘀𝘀𝗶𝗼𝗻 𝗛𝗼𝗼𝗸

This is what most brands miss.

Your bundle commission needs to be aggressive enough that creators want to push it.

30-40% minimum for BFCM bundles.

But would you rather do $10K at 40% margin or $100K at 20% margin?

𝟰) 𝗧𝗵𝗲 𝗘𝘅𝗰𝗹𝘂𝘀𝗶𝘃𝗶𝘁𝘆 𝗔𝗻𝗴𝗹𝗲

Make it TikTok Shop exclusive.

Not available on your site.
Not available on Amazon.
Only inside TikTok Shop.

This gives creators something unique to talk about.

"You can only get this bundle here."

That's the angle that moves people from scrolling to buying.

𝟱) 𝗧𝗵𝗲 𝗨𝗿𝗴𝗲𝗻𝗰𝘆 𝗟𝗮𝘆𝗲𝗿

Limited quantity or limited time.

Pick one.

"Only 500 bundles available for BFCM." or "This bundle disappears November 30th."

Scarcity drives action.

Without it, people save your video and forget about it.

What NOT to do:

• Build 10 different bundles.
• Pick 1-2 hero bundles max.
• Include products nobody wants just to clear inventory.
• Set the commission too low.

If your bundles aren't built yet, build them now.

---

♻️ Repost, bookmark, and share with your network if you found this helpful.

Follow me, Ashley Wright, for practical insights on TikTok Shop and eCom growth.

The content you post this week will make or break your Black Friday.

Most brands think they can drop content on November 20th and watch the sales roll in.

They can't.

TikTok needs at least 30 days to build algorithm traction.

Content posted 30 days before a sale performs better than content dropped at the last minute.

The platform needs time to learn what converts.

By Black Friday, the algorithm already knows:

• Which videos drive purchases.
• Which creators move the product.
• Which hooks convert browsers into buyers.

This is what winning brands are doing right now:

• They're posting 1-2 times daily.
• Testing hooks.
• Testing offers.
• Testing creators.
• Building momentum.

When BFCM arrives, the algorithm knows exactly what to push.

If your content doesn't have 2-3 weeks of momentum behind it, you're invisible.

So start posting today.

By November 22nd, you'll have 3 weeks of data telling you exactly what works.

"I'm probably getting fired for this."

This hook works insanely well for Black Friday.

People love feeling like they're in on a secret.

When a creator posts your BFCM deal early with a "leaked codes" or "you didn't see this from me" angle, it doesn't feel like marketing.

It feels exclusive, like they're getting access to something they shouldn't have yet.

How to use this:

Give your top 3-5 creators early access to your BFCM bundles.

Tell them to post it with angles like:

• "I'm not supposed to show this yet, but..."
• "Black Friday deal leaked early."
• "Delete this before my brand partner sees it."
• "You didn't get this from me."

Try these and see your Black Friday sales explode.

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