COSRX TikTok Shop Influencer Marketing Campaign
COSRX TikTok Shop, Social Media Influencer Campaign
House of Marketers, global TikTok influencer marketing agency, led K-beauty creator campaign for COSRX, providing the influencer and UGC strategy generating a 2x sales increase and a 15% TikTok Shop uplift across the US, UK, and Europe through an always-on, multi-tier creator framework.
OUR CLIENT
About COSRX
COSRX is a globally recognised K-beauty brand known for ingredient-led skincare, with hero products such as Snail Mucin and a strong digital-first presence.
OUR CLIENT
About COSRX
COSRX is a globally recognised K-beauty brand known for its ingredient-led skincare philosophy and cult hero products, including Snail Mucin. With a strong digital-first foundation, the brand has built a loyal, education-driven audience across social platforms. COSRX was preparing to launch a new hair care line, requiring a creator strategy that could drive immediate sales while reinforcing long-term brand authority in highly competitive skincare markets.
The Problem
As COSRX expanded across Western markets and prepared to launch a new product line, House of Marketers was tasked with developing a creator strategy that could drive growth while preserving brand equity and long-term authority in a highly competitive beauty category.
The brand faced three challenges:
- Scaling TikTok Shop with conversion-first execution. TikTok Shop presented a high-growth opportunity, but scaling efficiently required a creator strategy built specifically for conversion, alongside awareness-led reach.
- Differentiating in a saturated global skincare market. Intense competition across K-beauty and global skincare categories made standout visibility and sustained creator-led differentiation critical.
- Launching a new product line without diluting brand equity. The introduction of a new hair care line required rapid market penetration while preserving COSRX’s existing skincare authority and brand trust.
To succeed, COSRX needed a strategy that could drive immediate sales while building durable, creator-led credibility to support long-term growth.
Target audience
COSRX’s campaign was targeted at Gen Z and Millennial beauty consumers across the US, UK, and Europe who actively discover products through TikTok routines, reviews, and creator-led education.
The focus was on reaching:
- TikTok-first skincare and beauty buyers
- Social commerce users comfortable purchasing directly via TikTok Shop
- Consumers familiar with K-beauty but seeking trusted, routine-based validation
- Audiences responsive to ingredient education and authentic creator recommendations
This audience required content that balanced credibility, clarity, and conversion, rather than just promotional messaging.
Our Approach
House of Marketers built an always-on, full-funnel K-beauty influencer engine designed to do one thing exceptionally well: convert at scale. House of Marketers deployed a multi-market creator framework to ensure that COSRX never dropped out of the conversation. House of Marketers’ role focused on creator-led amplification, supporting their TikTok Shop performance, and UGC execution, supporting both online and offline brand moments through influencer activity.
Our strategy was built on:
- A multi-tier creator mix, combining top-tier routine creators, mid-tier reviewers, and micro and nano TikTok Shop converters
- Monthly gifting waves focused on hero products and new launches to sustain momentum
- Tailored product education, ensuring creators produced high-quality, conversion-driven content
- Market-specific execution across the US, UK, and Europe to maintain relevance at scale.
As part of COSRX’s European expansion, the brand launched a 17-day pop-up activation in Paris, with House of Marketers supporting the activation through influencer-led amplification and creator visibility.
Located on a high-footfall street, the pop-up relied primarily on organic foot traffic to drive interest, supported by PR and influencer visibility, allowing the brand to connect directly with consumers and build early momentum in the market.
The 17-day pop-up event in Paris drove 3.2M organic views and an 18% uplift in DTC sales.
Results
During the campaign, COSRX turned into a TikTok Shop growth engine. Across COSRX’s K-beauty influencer and UGC campaign, House of Marketers delivered scalable, conversion-led performance on TikTok by combining always-on creator activity with education-first, routine-based content optimised for TikTok Shop.
The campaign was executed concurrently across multiple Western markets, demonstrating House of Marketers’ ability to scale creator-led TikTok commerce without compromising consistency or performance.
Campaign highlights:
- Sustained 2M–4M monthly impressions across multiple Western markets, reinforcing continuous brand visibility
- 2x increase in sales powered by creator-led TikTok Shop commerce
- 15% uplift in TikTok Shop performance, validating a conversion-first creator strategy at scale
- 85% gifting feed posting rate and 93% total posting rate across creators
- 18% uplift in direct sales achieved in our Paris influencer pop-up event
