Selling $1.5 million a week, how does this brand manage Americans' obsession with health products?

When we talk about health supplements, what comes to mind?

Pyramid schemes? Scams? In short, the phrase “selling health supplements” is not a positive term in China. Whenever it comes up, people instinctively suspect: “Is this trying to scam my parents?”

But abroad, the situation is completely different. Foreigners’ obsession with health supplements has reached the point where they treat them like staple food.

Today, Tuke is going to talk about a brand that specializes in developing “dietary fiber supplements”—MaryRuth's.The brand’s TikTok shop achieved a weekly sales revenue of $1.5 million, which is about 11 million RMB, directly refreshing everyone’s perception of health supplements: So health supplements can be this profitable?

How did they turn “foreigners’ obsession” into “their own sales volume”? Let’s analyze it step by step.

Image source: MaryRuth's official website

TikTok: An Important Channel for Brand Communication

In the era of social media, short videos can capture users’ attention within seconds, something traditional advertising can hardly achieve.

MaryRuth's has leveraged TikTok’s unique communication features to successfully attract a large number of potential users.

Currently, their self-operated TikTok account (@maryruthorganics) has more than 353,000 followers, and the total number of video views is 38.5668 million.

Account @maryruthorganics follower stats. Image source: TikTok

From the content on its homepage, the brand strengthens consumers’ awareness of its products through “authentic content dissemination” and a “video subject classification system,” while also narrowing the distance between themselves and users.

The homepage playlists include different thematic categories such as “Mocktails” (how to make mixed drinks), “Vitamins & Supplements” (core product introductions), and “Inspiration” (brand concept and styling).

This classification method not only makes it easier for users to quickly find content they are interested in, but also enriches the brand’s connotation through various forms of presentation.

Homepage video categories. Image source: TikTok

In terms of video creation style, MaryRuth's videos focus on two key words: “authentic” and “everyday.”

They emphasize incorporating real-life scenarios in their short videos, making the content relatable to users and highly shareable, which has brought considerable benefits to product promotion.

Video content display (partial). Image source: TikTok

TikTok Shop: The Key Battlefield for Turning Traffic into Sales

Unlike TikTok’s brand exposure function, the main role of TikTok Shop is to monetize traffic.

According to data, MaryRuth's TikTok Shop has a total sales revenue of $33.81 million (about 247 million RMB), and sales in the past 30 days reached $7.7 million (about 56.45 million RMB). So how did MaryRuth's turn the brand traffic they acquired into actual sales?

MaryRuth's TikTok Shop data. Image source: Echotik

Tuke found that in their sales composition, influencer marketing accounted for 98.87%, meaning influencers played a huge role in converting brand traffic.

TikTok Shop sales proportion data. Image source: Echotik

Detailed data analysis shows that MaryRuth's TikTok Shop added 3,500 new affiliated influencers in the past 30 days, who published a total of 10,900 product promotion videos, bringing in $7.7 million in sales.

TikTok Shop influencer data. Image source: Echotik

After talking about the impressive sales brought by influencers, let’s return to the influencers themselves.

It can be seen that MaryRuth's has a significant commonality when selecting collaborators—The influencers’ content is highly consistent with the brand’s tone, and they focus on authenticity and professionalism.

TikTok Shop influencer list. Image source: Echotik

Most of these influencers are active in health, lifestyle, and beauty, which naturally aligns with the brand’s product features. Their daily content usually covers: healthy eating advice; fitness habits; beauty and skincare sharing.

Take TikTok influencer @tay_kaedence as an example. She focuses on the health care field and has 177,500 followers on TikTok. Her product promotion videos mainly feature before-and-after comparisons of using MaryRuth's products. One of her videos with 6.3 million views brought the brand $678,900 (about 4.98 million RMB) in sales.

Video posted by TikTok influencer @tay_kaedence. Image source: TikTok

In addition to influencer marketing, live streaming is also an important part of MaryRuth's TikTok Shop operations.

Data shows that in the past 30 days, MaryRuth's has held more than 1,800 live streams, with 146 live streams on January 14 alone. The high frequency of live streaming has brought significant sales growth to the brand.

This “watch and buy” model easily appeals to viewers, especially those potential buyers who are still hesitating. Live streaming makes consumers feel that they can “see and touch” the products, which increases their sense of trust.

TikTok Shop affiliated live streaming data. Image source: Echotik

Conclusion

Ultimately, the success of MaryRuth's lies in their clear understanding of how to make the most of their traffic. From influencer collaborations to live streaming interactions, every step revolves around “how to make people willing to watch, and willing to buy after watching.”

For brands looking to succeed on TikTok Shop, this approach is indeed worth referencing. Whether it’s short videos or live streaming, as long as you find the right way for yourself, create good content, and capture users’ trust, maybe you’ll be the next one to stand out.