Stop competing on price! Learn how this brand makes $340,000 a month through influencer distribution.

A set of nail art tools sold 100,000+ units on TikTok.

This is actually not very common in the nail art category. In the past, products such as gel polish, nail drills, air pumps, and nail polish pens were more often regarded as tools for professional nail technicians; but on TikTok, they can be repackaged as consumer products that let people 'recreate popular nail looks at home'.

SAVILAND is one fairly typical example.

Image source: SAVILAND

As of now, SAVILAND's official US TikTok Shop store has accumulated 129.9K+ followers, 101.2K units sold, and 2702 videos.

Among them, the 2-in-1 Cuticle Remover Pen sold 26,400+ units, the 5-in-1 Aurora Cat Eye Gel Pen sold 21,400+ units, and the 40000RPM Nail Drill also sold 6,500+ units.

In other words, this is not a single viral hit happening by chance; rather, an entire product system is continuously generating transactions on TikTok.

Image source: TikTok Shop

Making the nail art experience more complete

According to SAVILAND's public information, the brand's original intention was to let consumers complete easier-to-master nail art without leaving home.

From its product layout, the brand has not limited itself to traditional gel polish, but has gradually extended its product line to nail tools, care products, and various nail art kits.

Now on the brand's official website, you can see different types of products such as Gel Polish, Nail Drill, Airbrush, Chrome Powder, 3D Gel, and Builder Gel, covering multiple stages from basic care to advanced nail art creation.

Image source: SAVILAND

The brand's official website currently states that SAVILAND has entered more than 100 countries and continues to emphasize formula, color, and product innovation. This development path is actually quite clear: starting with basic nail products, then continuously extending into tools, kits, and more segmented nail art applications.

This also explains why SAVILAND's product line looks increasingly rich today. From Gel Polish, Acrylic, Builder Gel to Nail Drill, Airbrush, Chrome Powder, and then Cat Eye, 3D Gel, etc., the brand is actually continuously adding tools around 'nail art creation'.

And this happens to coincide with a changing consumer market.

Image source: SAVILAND

Nail art is not a niche demand.

A 2025 survey of more than 4,000 US female beauty consumers conducted by The Benchmarking Company shows that 96% of respondents regularly paint their nails at a salon or at home; among them, 43% only DIY at home, 47% switch between salon services and DIY, and only 10% choose salons only.

This means that DIY is not just a small supplement outside the professional nail art market, but has already become an important part of US consumers' nail care consumption.

Image source: The Benchmarking Company

In terms of market size, the US nail salon market generated about $2.828 billion in revenue in 2023, and the data platform predicts it will reach $4.338 billion by 2030, with a compound growth rate of about 6.3% from 2024 to 2030.

The market is expanding, and consumer demand is also changing. In the past, getting nail art was more about 'choosing a style'; now it increasingly resembles a beauty interest that people can participate in themselves.

TikTok, in particular, has further amplified this change.

Data released by TikTok in 2025 states that U.S. TikTok Shop sales grew 120% year over year; research by GlobalData and TikTok Shop also shows that 83% of consumers said they had discovered new products on TikTok Shop, and 70% had discovered new brands.

For nail products, this kind of consumer environment is especially important, because they are inherently highly visual.

Image source: TikTok

Turn product functions directly into video content

SAVILAND's products have a natural advantage: many functions do not need explanation at all.

For Cat Eye Gel, you only need to move a magnet close to the nail surface, and the color and shine change; Chrome Powder can directly show how an ordinary nail surface becomes a mirror effect.

These products fit TikTok's content logic very well. Users do not need to watch a long product introduction first; in just a few seconds, they can see the difference between 'before use' and 'after use'.

This is also why SAVILAND's content does not necessarily need to be shot as traditional advertising. Many times, a simple usage process is enough for consumers to understand the product's value.

Image source: TikTok

For example, the current best-selling product in the store, the 2-in-1 Cuticle Remover Pen, has a related video on TikTok that received 1.78 million views.

The video does not have a complicated product introduction. Instead, it directly shows the detailed nail care process after a manicure: the creator uses the pen-shaped tool to care for the nail edges, addressing cuticles and edge issues that are easily overlooked, and then shows the finished effect.

The whole process is similar to a nail tutorial with a 'before and after' comparison. Users can intuitively see how the product fits into their daily nail routine, and are also more likely to become interested in buying it.

Image source: TikTok

In addition to the brand's own content, SAVILAND has also established a public Affiliate Program.

The brand's official website explicitly invites creators to promote products through their personal content, homepage, or referral links, and to earn commission based on sales. The collaboration process is also directly broken down into three steps: Apply, Share, Earn.

More importantly, what the brand offers Affiliates to promote is not a single product, but a complete product system including nail gels, nail tools, nail care, and new products.

Image source: SAVILAND

This allows creators to choose products according to their own content direction.

Judging from SAVILAND's current collaborations on TikTok Shop, the types of creators participating in promotion are also relatively diverse. For example, influencer @therockv27's content leans more toward daily beauty and personal care scenarios, driving consumers to learn about nail tools by showing the product usage process; @beauty_design0 leans more toward Beauty-related content and promotes around nail effect displays, product experiences, and so on.

Image source: kalodata

From actual results, the Affiliate model has also become an important source of sales for SAVILAND TikTok Shop. According to Kalodata data, in the past 30 days, SAVILAND TikTok Shop's cumulative transaction amount reached US$344,800, of which affiliate creators contributed US$325,400, accounting for about 94.37%, far higher than the US$11,800 in transactions brought by the brand's own account.

During the same period, a total of 914 creators posted promotional videos or livestream content, driving product sales to 25,600 units.

This also shows that for nail products like SAVILAND's, creator content is not simply a traffic supplement, but has become an important entry point for consumers to learn about products, learn how to use them, and complete purchases.

Image source: kalodata

Conclusion

For domestic companies, overseas markets still offer many niche opportunities. In the past, many brands going overseas relied more on platform traffic and price advantages, but as social media has become an important channel for consumers to discover products, companies need to think more about how to make their products understood and accepted by overseas users.

SAVILAND is just one case, but the changes behind it are worth noting: future competition in going overseas is not just product competition, but also competition in content, channels, and user perception. For domestic companies, truly opening up overseas markets is not simply replicating domestic experience, but deeply understanding local consumers' needs and usage scenarios.

Only by integrating products into consumers' daily lives and building long-term brand connections can companies gain more sustainable development space in overseas markets.