Influencer Advisory™How did Medicube's marketing strategy top TikTok Shop?
Medicube marketing strategy: the top US TikTok Shop seller in 2025, its impulse price, its affiliate network and the big names it borrowed. See what to copy.
Founder · November 10, 2026 · 3 min read
Medicube was the top-selling merchant on US TikTok
Carbon Arc, TikTok Shop Playbook
Medicube was the top US TikTok Shop seller in 2025 at about $100M, with a bundle accounting for over a third. Its shoppers also repeat at 40 percent. (Carbon Arc, TikTok Shop Playbook) (YipitData, State of TikTok Shop Beauty 2026)
Why do people buy Medicube on impulse?
Sell at a price people buy on impulse
- Why it works: most steady winners sell at $27-67 an item. medicube sold 674,470 at $26.60 in August 2026
One shopper paid $16.99 for the zero pore blackhead mud mask in a local store, against about $17 on TikTok Shop or $18 to $20 on Amazon. (Mayday Mayhaim, on Medicube)
Price gets the first order, so the next question is who put the product in front of people.
Does Medicube pay celebrities to promote its products?
Borrow big names, then let affiliates multiply them
So basically what they did intentionally is they got usage rights from huge names like Khloe Kardashian and Haley Bieber and Kylie Jenner and they were using the Metacube wand.
The Art Of The Brand
- Hailey Bieber used their $300 device in her own TikTok routine in 2023. It passed 16 million views. Nothing found says they paid for it.
- One organic Alix Earle mention took the Zero Pore Pads from near zero to about $160K a week. A later paid ad did roughly half. (Carbon Arc, TikTok Shop Playbook)
A TikTok Shop analytics read puts them at 33,900 affiliate creators and $102.9 million of lifetime sales, at commissions up to 30%. By Q1 2026 the same kind of read has them at 85,300 creators. They were the top selling merchant on all of US TikTok Shop in 2025, and again in Q1 2026.
Big names start the spike, and a standing affiliate network keeps it going.
What can a smaller brand copy from Medicube?
Shift from paid posts to creator volume and live events
- Medicube shows where the money moved. Its sponsored YouTube videos fell from 19 in 2024 to 6 in 2025, while a teardown counts 864,000+ creator videos behind its TikTok Shop, and says that volume is what landed Ulta and Target.
- On one Korean brand day Medicube sold 1 million in one day at a 20% commission, according to a TikTok Shop executive. (Bloom vlog: Greg LaVecchia, Joel Contartese and guests)
- Medicube ran a shoppable LIVE catwalk with fashion brand kaiia in London. (Putri Elizabeth Napitupulu, on Medicube UK)
- Tash Courtenay-Smith says brands that missed the launch four years ago can still win, and points to Dr. Melaxin and Medicube. (Tash Courtenay-Smith)
None of this needs Medicube's budget, but all of it needs steady work.
Is there an easier way to build this for my brand?
Building a creator network this size alone is a lot of work, and this is the part we take on.
Hundreds of creators posting about your product every month. Sales on TikTok Shop, paid on commission. A steady supply of videos you can run as Meta ads. Sales lift on Amazon and your own site, not just the shop. A clear read on which products sell on TikTok.
If you have some of the steps in place, we audit what's missing in each and how to take it further.