k2o has generated $1 million in sales on TikTok Shop after launching the beauty hydration brand with TikTok Shop as its first e-commerce partner. CEO Jay Hunter shares how the Kylie Jenner-owned brand is building its growth strategy around creator partnerships, owned content, TikTok LIVE, GMV Max, and Fulfilled by TikTok.

Jay’s approach starts with treating TikTok as both a sales channel and an awareness engine that can influence the rest of the business. k2o invests deeply in its creator community, aims to become its own best creator through organic content and LIVE, and uses GMV Max to amplify content that is already working. The team is also preparing to scale toward 24-hour LIVE programming while using TikTok audience feedback to help shape future product launches.

What You'll Learn in This Episode:

  • Why k2o prioritizes creators at a similar stage of growth

  • How k2o thinks about scaling winning content with GMV Max

  • What’s behind the brand’s ambitious TikTok LIVE strategy

  • How k2o prepares differently for major shopping moments

  • The product launch tactics Jay believes make the biggest impact

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