House of Marketers, a global TikTok marketing agency, partnered with COSRX to execute a large-scale K-beauty TikTok influencer campaign across TikTok, TikTok Shop, and Instagram.
The campaign supported COSRX’s expansion across the US, UK, and Europe, including influencer-led amplification around a high-impact Paris market activation.
Through an always-on TikTok influencer and UGC strategy, the campaign delivered a 2x increase in sales and a 15% uplift in TikTok Shop performance, demonstrating how creator-led marketing drives measurable growth for K-beauty brands in Western markets.
Read COSRX K-Beauty Case Study
The Challenge: Scaling K-Beauty Growth in Saturated Western Markets
As COSRX continued to scale internationally, the brand faced the challenge of growing sales through TikTok while maintaining long-term brand authority in a highly competitive global skincare category.
Western beauty audiences are increasingly educated, ingredient-aware, and sceptical of traditional advertising. For COSRX, success depended on deploying a TikTok influencer marketing strategy that could convert discovery into purchase without diluting its reputation as a science-led K-beauty brand.
At the same time, COSRX was preparing to introduce a new hair care line, requiring a creator strategy capable of supporting both product launch performance and long-term brand credibility.
The Strategy: Always-On K-Beauty Influencer Marketing on TikTok
House of Marketers designed an always-on, full-funnel K-beauty influencer marketing strategy tailored to how skincare audiences discover, evaluate, and buy products on TikTok.
Rather than relying on short-term influencer bursts, the campaign focused on consistent creator output, ensuring COSRX remained present across routines, reviews, and ingredient-focused education.
The strategy was built around:
- A multi-tier TikTok influencer ecosystem supporting both reach and trust
- Routine-based and ingredient-led content, aligned with K-beauty expectations
- Platform-native execution across TikTok, TikTok Shop, and Instagram
- Market-specific activation across the US, UK, and Europe
This approach allowed COSRX to turn TikTok discovery into sustained sales while reinforcing brand authority across multiple Western markets.
Paris Market Activation: Creator Amplification of an Offline Brand Experience
The Paris activation generated:
3.2M organic views driven by creator and social-first amplification
18% uplift in direct-to-consumer sales during the activation period
22% increase in local search demand in Paris, demonstrating cross-channel impact beyond social platforms
The pop-up was strategically positioned in a high-footfall location and relied primarily on organic traffic, with influencer and PR visibility amplifying reach. Beyond sales, the activation functioned as a consumer insight engine, informing future content, product positioning, and creator messaging across European markets.
Campaign Results
The COSRX TikTok influencer campaign delivered consistent performance across brand visibility and social commerce metrics:
- 2x increase in sales, driven by creator-led TikTok Shop activity
- 15% uplift in TikTok Shop performance, validating conversion-focused influencer execution
- 2M–4M monthly impressions, supporting always-on brand visibility
- High creator execution rates, ensuring content consistency at scale
- 22% increase in local search demand in Paris, demonstrating cross-channel impact beyond social platforms
The campaign was executed across multiple regions simultaneously, highlighting House of Marketers’ ability to scale TikTok influencer marketing for K-beauty brands without sacrificing performance or consistency.
Lessons for K-Beauty Brands
COSRX’s performance reflects a broader shift in beauty marketing.
TikTok has become a primary discovery and conversion channel for skincare, particularly for K-beauty brands entering Western markets. When combined with education-first influencer strategies, TikTok functions as both a brand-building platform and a social commerce engine.
For skincare brands competing in saturated categories, sustained TikTok influencer marketing, not short-term virality, is what drives long-term growth.
About House of Marketers
House of Marketers is a global TikTok influencer 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.
Contact House of Marketers for help
Press Contact
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.