Key Takeaways

• Frilliance has experienced a 38,000% increase in organic growth on TikTok, driven by a partnership with The Glow House.
• Founder Fiona Frills is shifting marketing strategies to focus on interview-style content and exclusive product drops for better engagement.
• The brand aims to enhance online shopping experiences and build real-life connections with customers, moving away from traditional retail reliance.

Revitalizing a Young Beauty Brand

Frilliance, the beauty brand launched by influencer Fiona Frills at just 13 years old, is gaining newfound momentum since its 2017 debut. The brand recently topped Spate’s list of beauty brands with the highest organic growth on TikTok, showcasing a remarkable 38,000% year-over-year increase and averaging 225,000 views weekly, largely thanks to its collaboration with The Glow House.

The Glow House, a content creator collective for teenage influencers, has quickly attracted 2.4 million followers since its launch in February. Frilliance’s relationship with The Glow House began with a giveaway ticket for a launch event and evolved into engaging behind-the-scenes content, significantly boosting Frilliance’s performance. Noteworthy interviews, such as one with influencer Embreigh Courtlyn, which garnered 3.4 million views, have also led to a 137% sales increase compared to last year.

Fiona Frills highlights the importance of creating connections through content, explaining that viewers desire deeper insights into influencers’ lives—something that contrasts from the brief, surface-level interactions common in current social media trends. Initially, Frilliance relied on YouTube for promotions but shifted to influencer partnerships, sending out over 2,000 PR packages monthly. Although this approach saw some success, Frills felt limited control over which content would go viral.

Now, Frilliance is embracing a new direction with interview-style content, offering more control over brand messaging. While influencer collaborations remain part of the strategy, Frills will forego paid promotions, focusing instead on organic engagement that resonates with the target audience—Generation Alpha, who prefer genuine content over overt marketing.

In addition to TikTok, Frilliance has potential on YouTube Shorts, appealing to younger audiences whose parents may restrict access to TikTok and Instagram. The brand has seen positive traction on this platform, setting the stage for future growth.

Frilliance entered Walmart in 2020, with presence in over 1,000 stores, but was later removed in favor of larger brands. Despite facing challenges in retail, Frills appreciates Walmart’s role in the brand’s early success. Currently, Frilliance is also stocked in 150 CVS stores, although the primary focus is on enhancing its online shopping experience through the upcoming Frilliance app, slated for a December release.

The app aims to facilitate product purchases, event notifications, and customer connection, reflecting a shift from traditional retail spaces that Frills believes lack excitement and ease of shopping. By incorporating monthly curated product drops and events, Frilliance aims to create a sense of exclusivity and excitement, reminiscent of popular brand launches that capture consumer interest.

Frills envisions fostering community, stating that the brand’s goal is to empower and uplift young girls rather than solely push new products. This approach emphasizes meaningful consumer relationships, steering away from conventional retail strategies and enhancing personal engagement with the brand. Frilliance’s recent LA event further exemplified this mission by bringing customers and their families together for an interactive experience.

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