ABOUT THE PROJECT

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Wet Brush is a revolutionary haircare brand known for inventing the iconic detangling brush that made pain-free brushing possible. With bestsellers like the Original Detangler, Pro Flex Dry Ombre, and Shine Enhancer, Wet Brush is a salon-trusted favorite available both in-store at Watsons and SM Beauty, and online through platforms like Shopee, Lazada, and TikTok.

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In 2024, Huskee Digital was brought on board to strengthen Wet Brush’s presence on TikTok—aiming to tap into new audiences, drive sales via TikTok Shop, and bring the brand’s unique value proposition to life through native content and platform-specific strategies.

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The Challenge

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Wet Brush had seen success in offline retail but struggled to gain traction online. They tasked us with building sustainable TikTok operations to drive long-term success.

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Our Approach

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To drive Wet Brush’s growth on TikTok, we started by identifying key hero products and aligning them with strategic offers across BAU days, Payday Sales, and major shopping events. We also worked closely with TikTok, ensuring each campaign was tailored to the platform’s best practices, matching promotions with shopper behavior to maximize results.

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Operationally, we focused on laying a strong foundation—setting up and optimizing the brand’s TikTok Shop, building efficient backend systems, and refining their strategy for sustainable long-term performance. Engaging, TikTok-native content was also produced to support organic growth and strengthen brand presence.

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Our full-funnel efforts included performance-driven ad campaigns, high-converting TikTok Live sessions hosted by brand-fit talents, and targeted affiliate recruitment. By integrating these pillars, we helped Wet Brush amplify reach, drive conversions, and scale sustainably on TikTok Shop.

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