Paid social advertising is a common method of customer acquisition for most direct-to-consumer businesses. But Truly Beauty found a way to crack the code to viral organic success on the social platform TikTok. 

Truly Beauty capitalized the platform’s large audience and how younger customers prefer transparency and honesty from the brands they purchase from to generate millions of views on their brand videos. 

Truly Beauty rose to TikTok fame due to their blunt, honest approach to communicating how their products address common shaving and skincare concerns. Their videos feature their products heavily, and don’t pull any punches when it comes to talking about some of the “taboo” elements of women’s hygiene routines, like razor burn and bikini lines.

The results Truly Beauty highlights from using their products would be enough to drive most people to purchase, but their upfront approach to addressing skincare and shaving concerns adds in an element of trust that younger customers respond to.