Wild Cosmetics

"Focus on brand story, not operational disasters" - that's Wild says Wild Cosmetics, a UK sustainable beauty brand with a massive TikTok following!

One of the challenges they faced with their huge success on TikTok Shop was that their inventory and product data was not in sync with their other sales channels, resulting in both overselling of inventory that they did not have, and also not listing products that they did have.

Logistics Partnership Director Eric Pong discussed Wild and other successful TikTok Shop seller stories at CosmoProf, one of the largest beauty conferences in the world.

With AfterShip Feed, all of their order info was kept in sync, and it allowed them to focus on building their brand and not firefighting. How many brands out there today do you talk to see more occupied with solving operational issues than they are with building their brand further?

It shouldn't be hard to see that beauty brands are great at story telling and so they should focus on what really sets them apart.

About the Author

Eric Pong (aka The Ecommerce Logistician) is Logistics Partnership Director at AfterShip, managing relationships with 1,200 integration logistics partners globally. Eric also represents AfterShip on the Management Committee of the Universal Postal Union (UPU) Consultative Committee.