Can you believe it?
A hair scrunchie that sells for only 3 yuan on Pinduoduo in China was actually sold by a 16-year-old girl, Dasha Derkach, on TikTok at10 times the price!
As a result, she now earns a six-figure monthly income!
The hair accessory brand she founded,Enchanted Scrunch, has even expanded its business from the US to other overseas markets.
How did she manage to do this?
The background often seen in Dasha's videos
Building a Brand, Rising from TikTok
Founder Dasha was once a pre-professional ballet dancer at school. Because she could never find a hair scrunchie she liked, she decided to make her own and share them with more people, so that everyone could have different designs of cute, stylish, and comfortable scrunchies for any occasion or holiday.
So in 2021, at just 13 years old, Dasha founded Enchanted Scrunch in Gilbert, Arizona.
At first, Dasha promoted her scrunchies on Instagram, but the results were not ideal. Fortunately, she soon realized the potential of TikTok and decided to shift her focus to this short video platform, releasing her first video in April 2021, which unexpectedly received 10 orders on the first day.
With continuous updates and dedicated management, Dasha's TikTok account accumulated a large number of followers, growing to 496,000, and her videos became increasingly popular, with the most viral video reaching 25.1 million views.
Enchanted Scrunch's TikTok account status
Analyzing her TikTok account videos, we can see that the reason these videos went viral is mainly because she successfully resonated with young users by showcasing the design and real-life usage scenarios of the scrunchies. This authentic display and vivid sense of scene ignited young consumers' enthusiasm to buy.
Moreover, Dasha regularly does live streams on TikTok, interacting with users and patiently answering various questions. Through frequent live interactions, she further enhances users' trust in the products and fans' loyalty to the brand, which has significantly boosted sales.
Image source: TikTok
Multi-channel Expansion: Independent Website + Amazon Development
Dasha not only relies on TikTok for brand promotion, but also expands sales channels by building an independent website and listing products on Amazon.
On the independent website she built, Enchanted Scrunch offers a variety of scrunchie products, including high-quality materials like silk and velvet, as well as special designs for different holidays.
There is also a 20% discount for new customers on their first order, a strategy that better attracts new customers to place orders.
Homepage of Enchanted Scrunch's overseas independent website
To expand brand awareness and meet different users' shopping habits, Dasha also listed Enchanted Scrunch's scrunchie products on Amazon for multi-channel sales, allowing the brand to reach more new customers and use Amazon's logistics network to deliver products worldwide more quickly.
Enchanted Scrunch's best-selling products on Amazon
In addition to TikTok, Dasha also explores other overseas social media platforms such as Instagram, YouTube, and Facebook. These platforms not only help her reach more potential customers, but also showcase the brand's features and products from multiple angles, further enhancing the brand's influence.
Enchanted Scrunch's Facebook homepage
Dasha also often replies to comments from netizens. For questions about pricing that users care about, she even posts videos to explain: these are all handmade products, from material selection to finished product, all made by her and her family, so the price is a bit higher.
Although some netizens think Dasha is lucky to have her own business at such a young age, as a teenage entrepreneur, Dasha has built an entire business with her passion and dedication to scrunchies while others are enjoying their youth. This is truly admirable.
Fans have also expressed their support in the comments section: "You have so many customers because you really care about us." "Your prices are very reasonable. Even though I'm 57, I'm still willing to buy your scrunchies."
Netizen comments Image source: TikTok
Unexpectedly, a scrunchie costing just a few yuan can achieve such high sales in overseas markets. This proves that as long as the right methods are used, low-cost products can also yield huge returns in overseas markets.
What do you think about this?
Short answer for decision makers
This TikTok business signal should be used as a planning prompt, not a standalone trend. The practical question is whether your brand has the market readiness, creator supply, Shop conversion path, paid-media structure, and reporting cadence to act on it now.
Key facts
- Market signal: TikTok marketing tips - short video marketing methods
- Published: September 12, 2024
- Source transparency: the original source linked in this article
Tuke recommendation
Choose one market, one product group, one creator cohort, and one KPI for the next operating cycle. Then align creative testing, TikTok Shop optimization, live commerce readiness, and weekly reporting around that single decision.
What should brands do with this TikTok signal?
Brands should translate the signal into a focused operating test across creative, creators, TikTok Shop readiness, paid media, and reporting before increasing budget.
How does Tuke Marketing evaluate this kind of news?
Tuke Marketing reviews platform news through market timing, category demand, creator supply, commerce readiness, and measurable growth actions.
When should a team contact Tuke about this topic?
A team should contact Tuke when it needs to turn a TikTok market signal into a practical launch, creator, advertising, live commerce, or reporting plan.
Source transparency: Tuke cites the original source linked in this article and adds its own operating analysis for brands evaluating TikTok growth decisions.