O Positiv’s $35M TikTok Shop strategy
March 26, 2025
O Positiv’s playbook for success (A TikTok Shop case study)
I. Who is O Positiv, and what are the numbers behind their growth?
O Positiv, co-founded by siblings Brianna and Bobby Bitton, is a women's health brand dedicated to creating effective products that address historically overlooked health concerns. O Positiv aims to break taboos with a line of products for vaginal, skin, digestive, menstrual, and menopausal health.
Timeline of O Positiv's growth:
- 2018 – Launched FLO PMS Gummies, pioneering the PMS supplement category
- 2020 – Expanded into Amazon, quickly becoming a top-ranking women’s health brand
- 2023 – Entered Target stores
- October 2023 – Launched on TikTok Shop
Key numbers since launch on TikTok Shop:
- Total Revenue: $35.36M
- Total Sales Volume: 1.3M units
- Best-Selling Product: URO Women’s Probiotics (60 Count)
- Relevant Influencers: 5,000
- Relevant Videos: 10.6K
As a matter of fact, in the last 30 days, O Positiv earned $5.57M in revenue solely on TikTok Shop.
II. Winning strategy: What sets them apart?
Scaling with creator-led sales
- 5,000+ influencers and affiliates drive product awareness.
- Offers 10-18% commission per sale, making it attractive for creators to promote.
- Creator content is amplified with ads for broader reach and higher conversions.
$7.82M – Self-operated sales
$13.69M – External talents (affiliates, influencers)
Live shopping strategy: Driving engagement & conversions
O Positiv utilizes TikTok Live as a tool for real-time engagement and product education. In fact, even the founders actively participate in live sessions and social media content, reinforcing trust and brand authenticity.
Product-market fit & clinically backed health solutions
- Adapting to demand: While FLO PMS Gummies led their entry into the market, O Positiv recognized a greater need for women’s probiotic health solutions, leading URO Women’s Probiotics to become their best-selling product on TikTok Shop.
- Clinically studied, OBGYN-endorsed products: Unlike many supplement brands, O Positiv’s formulas are backed by medical professionals and scientific research, ensuring credibility and consumer trust.
- Viral, problem-solving content: Their TikTok strategy revolves around educating consumers on common health concerns (PMS, menopause, vaginal health) and positioning their products as clinically proven solutions.
III. Takeaways for brands
✓ Leverage affiliates – A strong commission model attracts dedicated creators who can amplify brand reach.
✓ Utilize TikTok Live – Real-time interactions build trust and drive conversions — especially if the founder is willing to go live!
✓ Adapt to platform trends – Identifying top-performing products and adjusting strategy can drive higher sales.
✓ Ensure clinical backing – Products supported by scientific research and medical experts enhance credibility and consumer confidence.
IV. What’s next with O Positiv?
O Positiv shows no signs of slowing down. The brand continues to expand its TikTok Shop strategy, increasing live shopping events and growing its influencer network to drive even more engagement and sales.
A key part of their growth is consistent product innovation—they have a pattern of launching new products scattered throughout the year, keeping their catalog fresh and meeting evolving consumer needs.
With their clinically backed, OBGYN-endorsed formulas, O Positiv is set to further disrupt the women’s health space while solidifying its presence in social commerce, making them the top brand for women’s health solutions.
Sources:
https://opositiv.com/
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