House of Marketers, a global TikTok marketing agency, partnered with LG Household & Health Care to deliver a multi-brand K-beauty influencer and UGC programme across TikTok.
The campaign supported LG H&H across multiple K-beauty brands, including belif, CNP Lab, Euthymol, Himalaya Pink Salt, and THEFACESHOP, driving 23M+ views and 2.1M+ engagements through creator-led content across the portfolio.
Through creator-led, education-first storytelling, House of Marketers helped LG H&H scale consistent performance across brands, audiences, and creative formats, while maintaining credibility and trust within the K-beauty category.
Read LG H&H Multi-Brand Case Study
The Challenge: Scaling Multiple K-Beauty Brands on TikTok
As LG Household & Health Care expanded its K-beauty portfolio on TikTok, the challenge extended beyond individual product launches.
Each sub-brand operated with distinct positioning, audiences, and messaging requirements, yet all faced the same audience expectations:
- Clear routine context
- Ingredient literacy
- Visible proof of results
- Creator-led authenticity
Surface-level promotion was no longer effective. LG H&H needed a strategy capable of scaling multiple brands simultaneously while preserving consistency, credibility, and performance across the wider portfolio.
The Strategy: Creator-Led, Education-First TikTok Execution
House of Marketers designed a creator-led, K-beauty-native TikTok strategy built around education, routine, and real product use.
Rather than relying on polished brand ads, the approach prioritised creators who could naturally demonstrate multi-step routines, explain ingredients clearly, and show visible results in a TikTok-native format.
Key strategic principles included:
- Routine-led storytelling aligned with K-beauty expectations
- Ingredient-focused education delivered through trusted creators
- Consistent creative frameworks adaptable across multiple sub-brands
- Platform-native optimisation for clarity, retention, and engagement
This structure allowed LG H&H to scale content across brands without losing authenticity or audience trust.
Campaign Outcomes
Across LG H&H’s multi-brand K-beauty influencer campaigns, House of Marketers delivered consistent, scalable results:
- 23M+ total views across K-beauty brands
- 2.1M+ total engagements driven by creator-led content
- Standout single-brand performance, with select campaigns achieving engagement rates as high as 19.9%
- 37 creator videos produced across five LG H&H brands
The results demonstrate the effectiveness of education-first, routine-led K-beauty content at portfolio scale.
Why It Matters for Global Beauty Brands
LG H&H’s performance reflects a broader shift in beauty marketing.
As TikTok becomes a primary discovery platform for skincare, global brands must move beyond isolated campaigns toward repeatable, creator-led frameworks that can scale across brands and markets.
For multi-brand beauty groups, influencer marketing success is no longer about reach alone. It is about structure, education, and consistency.
About House of Marketers
House of Marketers is a global TikTok marketing agency founded by early TikTok employees and official TikTok partners. The agency specialises in TikTok influencer marketing, creator-led strategy, UGC production, and multi-market social campaigns for fast-growing brands across beauty, fashion, technology, and lifestyle sectors.
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House of Marketers Media Team
📧 newbusiness@houseofmarketers.com
📍 London, United Kingdom
House of Marketers (HOM) is a leading TikTok Marketing Agency. Our global agency was built by early TikTok Employees & TikTok Partners, which gives us the insider knowledge to help leading brands, like Redbull, Playtika, Badoo, and HelloFresh win on TikTok. Want us to convert more of Gen Z and Millennials with TikTok? Get in touch with our friendly team, here.