Inside Canvas Beauty’s TikTok Shop $37M growth

‍1. What's Canvas Beauty and who's behind it?

‍Canvas Beauty, founded by Stormi Steele, is a beauty brand known for its hair growth serums, shampoos, and deep conditioners. Steele's entrepreneurial journey began with a personal struggle that led her to cosmetology and later to launching her own salon in 2013. By 2018, she shifted focus entirely to Canvas Beauty, leveraging social media to grow the brand. Early grassroots marketing efforts, combined with a viral Facebook ad in 2020, helped Canvas Beauty gain traction.

The real breakthrough came when the brand fully embraced TikTok Shop, using live selling, shoppable videos, and affiliates to scale rapidly.
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2. Winning strategy: What sets them apart?

‍Canvas Beauty’s TikTok Shop success comes from a mix of strategic content, consistent engagement, and community-driven shopping.

• Live selling & content strategy: Frequent, high-energy livestreams drive real-time engagement and sales. The brand taps into TikTok’s algorithm with interactive Q&A, limited-time offers, and storytelling.
• Shoppable videos & affiliates: Over 7,500 relevant videos and 3,700 affiliates push the brand’s reach further, making it easier for customers to discover and buy products.
• Algorithm leverage: Canvas Beauty aligns its content with TikTok trends while fostering a community-driven shopping experience, turning viewers into repeat buyers.

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3. The numbers behind their growth

Total TikTok Shop revenue: $37.18M ​
Total sales volume: 1.7M units ​
Top-selling product: Body Glaze (1M units sold)

Viewer-to-buyer ratio: Strong conversion rates driven by engaging, trust-building content.

Self-operated accounts: $12.44M (33.46%) ​
External talents/affiliates: $24.68M (66.38%)

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4. Takeaways for brands

​Canvas Beauty’s rapid TikTok Shop growth highlights key strategies that brands can replicate:

What worked: Daily live selling, authentic engagement, and leveraging affiliates helped build a loyal audience and drive massive sales.

Common mistakes to avoid: Ignoring live shopping, relying solely on ads, or failing to engage viewers in real time can limit growth. Brands that don’t adapt to TikTok Shop’s viral trends miss out on organic reach.

Actionable steps: Go live frequently, experiment with content formats, and use TikTok Shop’s affiliate network. Offer exclusive deals and real-time engagement to create urgency and boost conversions.

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​5. The future: What’s next?

‍Steele aims to expand Canvas Beauty both in the U.S. and internationally while continuing to innovate with new products. She’s also focused on mentoring other entrepreneurs, proving that authenticity, consistency, and a strong TikTok Shop strategy can fuel massive success.
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Sources:
​https://www.forbes.com/sites/lydiatblanco/2024/12/31/beauty-founder-stormi-steele-is-going-for-the-gold-in-business/
​​https://www.businessinsider.com/how-to-start-hair-care-business-stormi-steele-2021-4?r=US&IR=T ​https://www.forbes.com/sites/pauleannareid/2021/03/12/beauty-founder-stormi-steele-on-how-to-develop-a-signature-product-that-sells/​​

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