Dr. Anish Nanda, Director of E-Commerce at GuruNanda, shares how the family-run wellness company turned TikTok Shop into a powerful growth engine that bridges online discovery and offline retail. Known for its natural oral-care products and mission to “bridge the gap” between premium quality and everyday affordability.

From viral creator videos and affiliate partnerships to fulfillment and retail expansion, Dr. Nanda breaks down how TikTok helped transform GuruNanda from a DTC favorite into a national retail player, even helping secure shelf space at Target.

What You’ll Learn in This Episode:

• How GuruNanda leveraged TikTok Shop to reach hundreds of thousands of new customers

• The affiliate marketing strategy that now drives more than 90% of sales

• Why fulfillment by TikTok became a key unlock for operational scale

• How TikTok’s creator-driven discovery fuels both e-commerce and retail growth

• The lessons behind turning viral moments into lasting brand visibility and trust

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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.

MaryRuth’s has turned TikTok Shop into its fastest-growing sales channel ever by combining 24/7 LIVE streaming, large-scale creator seeding, and automated ad solutions like GMV Max. Chief Revenue Officer Jay Hunter shares how TikTok has become the brand’s number one awareness driver, fueling cross-channel lift across Amazon, retail, and DTC. By investing heavily in creator partnerships and letting the algorithm optimize ad spend, MaryRuth’s has built a sustainable growth engine powered by both authenticity and performance.

Jay breaks down how his team built a constant content pipeline by sending out thousands of products weekly to creators, generating a steady flow of authentic reviews, unboxings, and testimonials. This strategy, combined with around-the-clock LIVE streaming and smart ad amplification, has made TikTok central to the company’s record-breaking year. Today, roughly 90% of MaryRuth’s TikTok sales are ad-influenced, proving that community, creators, and intelligent automation can work together to scale a wellness brand faster than ever before.

What You’ll Learn in This Episode:

• How MaryRuth’s made TikTok Shop its fastest-growing channel in company history

• The 24/7 LIVE streaming strategy that builds constant community engagement and sales

• How 90% of TikTok sales are ad-influenced through GMV Max

• How product seeding thousands of units weekly fuels affordable, authentic creator content

• The feedback loop that turned creator insights into top-selling SKUs and new product innovations

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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.

Daily Nouri has transformed their gut health business by leveraging TikTok's educational power and advertising capabilities to reach millions of consumers. Founder and CEO Caroline Carralero reveals how her strategic approach to TikTok advertising resulted in a hundred-fold increase in video views and engagement, while simultaneously driving traffic across their omni-channel business including national retail partners.

Carralero's success stems from recognizing TikTok's unique ability to educate consumers while building brand awareness for the probiotic and prebiotic category. By partnering directly with TikTok's ads team and utilizing automation and affiliate models, Daily Nouri has created a dynamic content strategy that delivers both educational value and measurable business results across multiple channels.

What You'll Learn in This Episode:

• How Daily Nouri achieved a hundred-fold increase in video views and engagement through TikTok advertising

• The strategy behind using TikTok to educate consumers about health in the gut microbiome space

• How to leverage automation and affiliate models in partnership with TikTok's ads team for better results

• The approach to driving millions of impressions across TikTok, website, and national retail partners

• How to create diverse, educational content that entertains while building trust in the health and wellness category

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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.