Mylee. £390K affiliate GMV in four months.
Mylee set out to dominate UK nail care on TikTok Shop. We activated over 2,000 affiliates and built a content engine that sold 35K+ items and drove £390K in affiliate GMV in a four-month window.
Winning a crowded
beauty category.
Mylee wanted to own the UK nail care category on TikTok Shop — one of the most competitive beauty spaces on the platform. That kind of position isn't won with a handful of sponsored posts; it takes daily creator volume across a wide product catalogue.
The brand needed an affiliate engine big enough to generate constant organic content, and the operations behind it to keep every listing, offer, and commission pulling in the same direction.
The system
behind the numbers
An affiliate flywheel at serious scale, backed by commission strategy and full commerce operations.
- Affiliate recruitment at scale — building a creator network posting across the catalogue
- Commission strategy designed to keep thousands of creators incentivised and active
- Creator briefing and management so content stayed on-brand while staying authentic
- Commerce operations — shop health, offers, and product optimisation behind every push
- Doubling down on the products and creators the data showed were converting
Activated 2,000+ affiliates and drove £390K direct GMV within four months.Melissa · Mylee, Beauty & Nail Care
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