About the project
Aylashes launched on TikTok Shop with a classic but risky setup: LIVE shopping as the sole GMV driver. The lion's share of GMV hung on a single format — and with it, on a single person, a single show. The model worked, but it couldn't scale: no LIVE, no revenue. No buffer, no foundation.
The diagnosis was clear: LIVE is the foundation — plannable, controllable, reliable. But real scale needs the lever that sends growth up exponentially. For Aylashes, that lever is affiliate content. We at ADBAKER built the affiliate flywheel for Aylashes from the ground up: hero-product strategy, creator activation, promo systematics. Targeted sample seeding, tight community management, and close integration with the brand. The result: Aylashes now runs at six figures and ranks among the fastest-growing beauty brands on TikTok Shop. In just 3 months, together with Aylashes, we built a strong, stable affiliate base:
In October 2025, the shop was still heavily LIVE-driven — around 59% of GMV came from live sessions. November 2025 brought the turning point: affiliate and video content overtook LIVE for the first time (38.22% vs. 31.26%). By December 2025, the affiliate foundation stood firm: LIVE dropped to just 6.11% of GMV while affiliate climbed to 52.76%. The rest was distributed and leveraged through targeted campaign planning around BFCM and the Christmas deals in the Shop tab. Total revenue held steady — without a single big live session.
The Strategy in Three Phases
- BUILD A PRODUCT BASE AND REDUCE LIVE DEPENDENCY: A targeted hero-product strategy — starter kits for creator activation plus bestsellers as anchors — shifted the focus away from the founder and onto the product. Affiliates get clear guidance on which products to push. The LIVE share drops because a second, stable channel emerges.
- BUILD AN AFFILIATE FLYWHEEL 456 samples shipped, 7,667 affiliates activated, 2,363 videos on the platform — high video volume with a clear correlation to growing GMV. Sundays as high-intent days, product specials for top affiliates, and incentives for the creator community create a system that reinforces itself. Every new video is a permanent revenue channel.
- BRING LIVE BACK AS AN ACCELERATOR With affiliate as the stable floor, LIVE can be what it's made for: creating spikes, setting impulses, activating the community. A powerful part of a balanced content mix — not the sole load-bearing pillar.
Goals Achieved & Learnings
Aylashes no longer runs on a single pillar — it runs on a system. Affiliate as the reliable base, LIVE as a targeted growth lever, organic content as brand trust. A content mix that generates revenue even when nobody's live. With this setup, Aylashes now stands among the flagship names of Germany's most successful TikTok Shop sellers. A beauty brand that proves what's possible when strategy and execution truly click.
“What we've built with Adbaker goes far beyond the numbers. Livestreams are still a major part of Aylashes, but today we also have a strong creator community that genuinely believes in and advocates for our brand. This allows us to grow across multiple channels, continuously raise the bar, and gives me the freedom to focus on building the brand. Partnering with Adbaker has been one of the best decisions we've made since launching on TikTok Shop.”
Aylin Tesdemir
Aylashes
