From £0 to £5M: How Nature Spell’s Rosemary Hair Oil Dominated TikTok Shop

Introduction

Nature Spell is a UK beauty brand that tapped into TikTok Shop to turn a botanical hair oil into a viral sensation. Faced with a crowded market, the team chose a trending ingredient—rosemary oil—and built a creator network that sold 600K+ bottles in a few months.

Going Viral on TikTok Shop

When TikTok Shop rolled out in the UK, most brands were cautious. Nature Spell saw an opening. They recruited hundreds of micro- and mid-tier creators, offered a 20% commission, and let authentic reviews lead the charge. Videos showing the oil’s texture, scent, and hair-growth claims hit millions of views overnight.

Why the Affiliate Model Worked

• Hyper-targeted reach via TikTok’s algorithm matched content to users most likely to buy.
• Genuine creator testimonials felt more like a friend’s advice than an ad.
• Incentives pushed creators to craft high-quality, engaging content.
• Short videos let viewers see the oil in action—perfect for haircare demos.
• Viral loops amplified content far beyond initial audiences.

Results and Growth

By month three, Nature Spell hit £5M in cumulative sales. Creator uploads generated over 100M combined views on affiliate links, and monthly revenue jumped 20X compared to pre-TikTok days. The campaign drove brand awareness, boosted their own site traffic, and opened doors for new product lines.

Lessons for Other Brands

Any D2C brand can replicate this by choosing a clear trend, offering generous commissions, and arming creators with visuals and affiliate links. You don’t need a massive budget—start small, measure performance, and scale what works.