As men’s grooming continues to gain traction in the Philippines, local skincare brand Camou has risen to the forefront of this growing market, thanks to the support and tools provided by TikTok Shop. The e-commerce platform has empowered Camou to reach wider audiences and strengthen its presence, showcasing how entertainment and commerce can seamlessly converge to drive brand success.
A strategic partnership for growth
Launched on TikTok Shop in September 2023, Camou quickly captivated attention with its flagship product, the Mattifying Sunstick. What started as a small brand aiming to educate men about skincare has since evolved into one of the most recognized names in the local men’s grooming. Through its partnership with TikTok Shop, Camou has been able to leverage the platform’s ACE Indicator System一which focuses on Assortment, Content, and Empowerment一to create a winning strategy that resonates with its consumers.
“Our growth is largely due to TikTok Shop’s support and the guidance provided by the platform,” said Brian Benedict Tee and James Abraham Lee, Managing Partners of Camou. “The platform has given us the tools to expand our product assortment, engage our audience through creative content, and empower us with insights to continually improve. This combination allowed us to reach more men and educate them about skincare in a way that feels authentic and relatable.”
Expanding product assortment with TikTok Shop’s support
Camou’s success lies in part in its ability to offer a thoughtfully curated product range. With TikTok Shop’s guidance, the brand has expanded beyond its core Mattifying Sunstick to include facial wash, sunscreen serums, and body care products, all tailored to the modern Filipino men’s grooming needs. The platform has allowed Camou to experiment with trial sachets, bundled offers, and special promotions, making its products more accessible to a growing customer base. This strategic approach has enabled Camou to build a strong foundation for sustained growth.
Engaging content to connect with consumers
In addition to expanding its product lineup, Camou has utilized TikTok Shop’s content creation tools to engage with its audience. The brand has collaborated with TikTok creators and influencers to showcase its products through live demonstrations, creative videos, and interactive sessions. These efforts have built a strong rapport with consumers, many of whom are new to skincare. By leveraging TikTok Shop’s vibrant content ecosystem, Camou has been able to educate its audience while driving sales, a testament to the platform’s power in shaping consumer behavior.
“TikTok Shop is more than just an e-commerce platform—it’s a space where brands can build strong, lasting relationships with their consumers. By leveraging our ACE Indicator System—focusing on Assortment, Content, and Empowerment—Camou has been able to effectively showcase its specialized skincare products for men. This approach has empowered Camou to connect authentically with their audience, helping them thrive in a fast-evolving market,” Franco Aligaen, Marketing Lead of TikTok Shop Philippines shared.
Looking ahead: Future growth for Camou
Looking ahead, Camou is poised to introduce new product lines and continue to engage with younger audiences, particularly Gen Z. With TikTok Shop’s evolving features and vast creator community, the brand plans to deepen its connection with consumers through innovative digital content and strategic partnerships.
As Camou continues its rise in the men’s skincare industry, the brand remains committed to making skincare simple, accessible, and enjoyable for men across the country. Through TikTok Shop’s unwavering support and the strategic use of the ACE Indicator System, Camou’s journey from a small local brand to a leading player in men’s grooming is only just beginning.
To further enhance its presence in the digital marketplace, Camou is participating in TikTok Shop’s upcoming Mega Sales events, offering exclusive deals on its popular skincare products. Camou will also launch a special Gift With Purchase (GWP) promotion during the 10.10 Mega Sale. Every Php199 purchase will include a free brightening soap valued at Php199, which will be launched during this period. To explore the brand’s full range of products and take advantage of these limited-time offers, visit Camou’s TikTok Shop.
