How a 50-Year-Old Fragrance Brand Found Its Natural Home on TikTok Shop
Colour Me is a bold, expressive fragrance brand genuinely differentiated by scent layering.
in Creator-attributed GMV
Creator-attributed items sold
Videos from affiliates
The Story
Colour Me is a Milton-Lloyd fragrance brand offering long-lasting, high-quality eau de parfums for men and women. With a wide range of trend-led scents, gift sets and travel-friendly formats, the brand helps customers find a fragrance for every style, occasion and personality - all at an accessible price point. They've been working with For You Advertising since the start of 2026.
The challenge:
UNLOCK A NEW PLATFORM
Colour Me came into 2026 with no storefront, no affiliate network and no in-platform data to build from on TikTok Shop. What they did have was a proven product with 50 years of revenue behind it on Amazon and web - the opportunity was clear, but the infrastructure to capture it didn't exist yet.
TikTok was an entirely new platform for the brand. There was no social presence and no young social proof to lean on, so the challenge wasn't just launching a storefront - it was establishing Colour Me as a brand that social users actively wanted to buy from, starting from zero.
Our Approach
ESTABLISH FOUNDATIONS AND SCALE
We built Colour Me's TikTok Shop presence from the ground up: storefront, affiliate programme, product selection and creator community, all established from the first sale. Early on, we introduced a starter bundle mechanic that tapped into the discovery and impulse-led mindset of core TikTok Shop shoppers, giving affiliates a strong content hook without discounting the product.
We ran a high-volume sampling phase before shifting to a more focused affiliate retention strategy, tracking GMV per sample from week one so every investment compounded rather than just accumulated. This included attending Social Commerce Fest (a live-action networking event and festival connecting top TikTok Shop creators, brands, and fans) in London, where our team met the brand face-to-face and distributed over 2,000 samples to top UK creators, building brand awareness and creator relationships at scale. Alongside this, we supported an organic content strategy with a UGC creator-led approach to build the brand's social presence.
Throughout, we maintained full forecasting and P&L tracking month on month, keeping investment accountable and pivoting quickly toward the strongest growth opportunities. A key driver of growth was scaling GMV max spend and efficiency by closely tracking demand signals, such as GMV max running out of daily budget - this helped scale the store 200% in one week. We also overhauled product detail pages to optimise for shop and discovery, driving a marked improvement in product performance.
What we achieved:
in Creator-attributed GMV
Creator-attributed items sold
Videos from affiliates
In just 3 months, Colour Me went from zero presence on TikTok Shop to a fully built-out affiliate and creator ecosystem - generating 5 figures in creator-attributed GMV, 5,530 items sold through creators, and 4,305 affiliate videos. What started as a brand with no TikTok footprint is now scaling fast, backed by a data-led, GMV max-driven growth engine built entirely from scratch.
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