How a Global Beauty Network Reached $600K on TikTok Shop

/ABOUT monat

Industry

Beauty | Haircare | Skincare | Wellness

Story

MONAT is a global premium beauty brand built on a mission to make the world better—one person at a time. Founded by the Urdaneta family in 2014, MONAT has grown into a movement that blends innovative haircare, skincare, and wellness products with a powerful opportunity for entrepreneurship.

In Less Than Six Months, MONAT Generated $600K in Affiliate Revenue and Ranked Top 10 in Its TikTok Shop Category

Active Affiliates

Affiliate Videos Posted

ROAS

The Challenge

MONAT had built an exceptionally successful direct-sales model, but most Market Partners were new to TikTok Shop and short-form video creation. The brand needed to translate its strong community-based sales culture into a scalable digital presence that could perform inside TikTok’s fast-moving commerce ecosystem.

The Approach

A full-funnel affiliate enablement program was designed around education, community, and performance. By equipping Market Partners with the tools and training needed to thrive on TikTok Shop, MONAT extended its brand experience into social commerce—creating measurable growth through content-driven selling.

Our Process

Turned Existing Market Partners into TikTok Shop Affiliates

MONAT’s Market Partners were largely new to TikTok — many didn’t even have accounts when we started. Avenue Z helped them take the leap by providing a full support system for getting started on TikTok Shop. We shared best practices for content creation, guided them through the affiliate application process, and taught them how to grow their accounts.

With hands-on training, resources, and one-on-one support, we transformed Market Partners into confident TikTok Shop affiliates ready to create impactful, high-performing content.

Built a Thriving Discord Community

To keep momentum high and build a sense of community, Avenue Z launched a dedicated Discord server with over 2,000 active affiliates. This space became the heartbeat of the program, a place where affiliates could collaborate, ask questions, and share success stories.

We host biweekly live training sessions covering trending TikTok strategies and common growth challenges, and regularly share real-time performance insights and examples of content that’s driving sales. To keep engagement strong, we also run creative challenges and reward programs that inspire affiliates to stay active and push their content further.

Leveraged TikTok Ads to Scale Performance

We expanded MONAT’s TikTok Shop presence through performance-driven ad campaigns that amplified affiliate content. By strategically scaling spend and continuously optimizing creative performance, we achieved an average 4x ROAS while increasing both reach and conversions. Each week, we analyzed campaign data to identify top-performing products and content styles — then shared those insights directly with affiliates in Discord. This feedback loop allowed creators to tailor their strategies based on what was working best, accelerating both their growth and MONAT’s overall GMV.