Monthly revenue exceeds $1.67 million USD, with a creator matrix of nearly 10,000 people! Brands have already cracked TikTok Shop Brazil!

When it comes to Chinese small home appliances going overseas, many people still focus on North America and Europe. But if you shift your gaze to South America, Brazil is also a market that cannot be ignored.

Especially in the beauty and personal care sector, this market itself has a sufficiently large consumer base. Data shows thatBrazil's 2025 beauty and personal care market retail sales were about 175 billion reais, ranking third globally; among them, the hair care category's market size in 2025 reached 35.3 billion reais, a year-on-year increase of 9%。

It is precisely in such a market environment that GOKOCO, a Chinese beauty small home appliance brand, began to establish its presence on TikTok Shop in Brazil.

Image source: abihpec

According to multiple data sources, after only a few months of entering TikTok Brazil,GOKOCO's total sales have already reached343ten thousand USD, and in the past 30 days alone, the transaction amount reached USD 1.6774 million。

For a brand that was not particularly well-known among domestic consumers before, this growth rate reflects not just the explosion of a single product, but also the channel changes taking place in the Brazilian market.

Image source: instagram

From high cost-performance technology products to beauty and personal care

According to currently available information, GOKOCO was founded in 2017, and its underlying entity is Shenzhen Xinyifang Technology Co., Ltd. The same entity has also incubated GOOJODOQ, which makes small fans, and BETTDOW, which focuses on projectors. GOKOCO focuses on the personal care and hair care appliance line.

The brand's core positioning can be summed up in three words: technology, design, and affordable prices. The official brand philosophy repeatedly emphasized is to turn originally higher-priced products into versions within reach of ordinary consumers through design and supply chain capabilities.

Image source: GOKOCO

Take its currently best-selling high-speed hair dryer as an example. The price is less than R$190, and its features include 1600W power, a negative ion generator, an LED display, a magnetic 360° nozzle, two speed settings, and multiple temperature settings.

Other brands with equivalent specifications usually sell for more than R$400. UOL's shopping guide also specifically covered this product. Its review shows that it has a rating of 4.9 out of 5 on Shopee, from 19,000 reviews, with sales exceeding 5,000 units.

In terms of product matrix, GOKOCO has not bet on only one hit product. From high-speed hair dryers to 5-in-1 blow-dry stylers, 7-in-1 stylers, straightening brushes, and curling irons, it has formed a product line around the 'home hair styling' scenario.

Image source: UOL

TikTok Shop, turning 'watching content' directly into 'buying products'

On May 8, 2025, TikTok Shop officially launched in Brazil, and users can directly discover and purchase products through short videos, livestreams, and other content.

And the growth rate of this channel is also quite fast.

Official TikTok Brazil data shows that in the year after its May 2025 launch, TikTok Shop Brazil's monthly average daily GMV increased 102-fold, and the number of active affiliate creators with daily sales increased 46-fold.

In addition, a TikTok in-app survey of 17,000 users shows that 57.8% of users complete their purchase directly on TikTok Shop after discovering a product on TikTok.

For GOKOCO, this kind of 'content as shelf' environment is obviously quite suitable.

Image source: TikTok

Based on currently public third-party data, GOKOCO's core strategy on TikTok Shop Brazil relies heavily onAffiliate creator alliance and short-video sales。

Compared with simply operating a brand's official account, it needs to solve two problems: first, getting enough local creators to be willing to promote continuously; second, making the content these creators produce truly capable of reach and conversion.

Image source: Kalodata

Let's look at short-video content first.

For products like hair dryers and styling tools, the content best suited to TikTok is content that directly turns product features into visible results.

For example, drying wet hair, smoothing frizzy hair, or using one product to create different styles—these are naturally suited to short-video content. Especially for beauty and personal care products, the more obvious the before-and-after contrast, the stronger the motivation to watch the content.

Take the currently highest-selling video as an example: the creator did not start by introducing product specifications, but first showed her own hair condition, then took out a straightening brush for actual operation, combing hair section by section and gradually showing the change from fluffy and curly hair to straighter hair, finally presenting the overall styling effect.

During the statistical period, this video accumulated 3.6136 million views, brought 1779 units in sales, and reached USD 54,700 in transaction value. The whole process is basically a complete display of “before use—actual operation—after use.”

Image source: TikTok

In creator selection, GOKOCO also clearly targets beauty, hair care, and women's lifestyle.

For a product like GOKOCO, beauty, hair care, outfit, and daily lifestyle creators can all actually become potential sales-driving audiences.

This is also why the Affiliate model is relatively suitable for GOKOCO: the brand does not need to concentrate all traffic on a few big creators, but can let more vertical creators participate in promotion.

Image source: kalodata

For example, Brazilian hairdressing creator @cabeleireirocalvo is himself a content creator in the professional hair care and hairdressing direction, and was once selected for the TikTok Awards 2025 “Moda e Beleza” category; his account recently featured videos related to the GOKOCO hair dryer and styling tool, one of which, “Escova modeladora gokoco ORIGINAL,” reached about 1.7 million views.

Image source: TikTok

Another typical example is @0duds, whose content direction leans more toward hair, beauty, personal care, and fashion lifestyle. Data from the past 30 days shows that her transaction value associated with GOKOCO reached USD 55,900, with 3 partnered products.

Compared with professional hairdressing creators, this type of creator is more suited to entering from the perspective of daily hair care, styling, or product sharing, placing products such as hair dryers and styling tools into their own daily content.

In this way, GOKOCO covers not only professional hairdressing audiences, but can also reach young consumers who usually follow beauty, outfit, and lifestyle content.

Image source: Kalodata

Looking at the two types of creators together, GOKOCO's approach is actually fairly clear: professional creators are responsible for explaining product features clearly, while lifestyle creators are responsible for placing products into real consumption scenarios. Then, through the Affiliate model, continuously expanding the number of creators allows the same product to repeatedly appear before consumers in different content formats.

For TikTok Shop, this method also makes it easier to form a complete path of “content seeding—product click—order.”

For Chinese brands entering the Brazilian market, the window is opening.

Extending from GOKOCO, the Brazilian market is becoming a new option worth watching for domestic companies going overseas. Consumer demand in beauty and personal care is still growing, and new channels such as TikTok Shop are also developing rapidly, providing Chinese brands with more opportunities to reach overseas consumers.

For domestic companies, going overseas does not necessarily mean only focusing on mature markets in Europe and the United States. Brazil and other emerging markets are also worth studying; finding a market that suits one's own products and channels may be more important than simply chasing popular markets.

Overseas markets are not easy, but for Chinese companies with products and supply chain capabilities, opportunities are still constantly emerging.