From Zero to 60x Revenue Growth:
How LazyTan Scaled TikTok Sales with 400+ Influencers in 3 Months

Sector

Beauty

Our role

Paid Social,

Lazy Tan

LazyTan is a UK-based direct-to-consumer brand that launched in early 2025, offering an innovative self-tanning product. As a new entrant in the beauty market, LazyTan aimed to capture attention and build a loyal customer base quickly.

Challenge

With nearly zero existing online presence and a time-sensitive launch during peak tanning season, LazyTan needed to rapidly build brand awareness, generate consumer trust, and drive revenue through high-impact marketing channels.

Their target audience, primarily Gen Z and Millennial consumers, is highly active on TikTok, making it a natural platform for growth. However, success on TikTok required more than organic appeal: it demanded a smart, scalable approach to content creation, commerce integration, and influencer engagement.

Adding to the complexity, TikTok’s onboarding process for eCommerce brands is notoriously bureaucratic, and effectively activating TikTok creators at scale to generate authentic, high-converting content posed a significant challenge.

Solution

LazyTan partnered with Velstar’s performance marketing team to lead their TikTok-first growth strategy:

- TikTok Shop Setup: Velstar navigated the complex onboarding process to get LazyTan’s products live and shoppable on TikTok Shop.

- Influencer Recruitment & Affiliate Strategy: A structured campaign recruited creators aligned with the brand, incentivized by free product and sales commissions.

- Content Creation & Paid Ads: High-volume influencer-generated UGC was produced and repurposed for paid TikTok ad campaigns, combining native-style content with in-house creative.