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How Tiny Buds builds its digital presence with the TikTok Shop

The proudly Filipino, female-led brand built its digital presence by fostering connection and trust among today’s parents, a strategy that continues to fuel its growth and relevance on the platform.

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Tiny Buds has been named TikTok Shop’s #1 baby skin care brand, a recognition earned through its community-first approach, authentic content, and livestream-driven commerce. The proudly Filipino, female-led brand built its digital presence by fostering connection and trust among today’s parents, a strategy that continues to fuel its growth and relevance on the platform.

Founded in 2009 out of a mother’s desire to find safe, gentle, and natural products for her own child, Tiny Buds has grown into a parenting essential for Filipino families. But more than just a product line, the brand has become a support system by becoming a brand that listens, engages, and evolves with the community it serves.

That sense of connection only deepened when Tiny Buds joined TikTok Shop, embracing the platform as a new way to reach today’s digital-savvy moms. The brand did not just promote products; it also shared stories. Through consistent livestreams, creator-led content, and real-time conversations with its audiences, Tiny Buds created a space where moms felt seen and supported.

“We started early, so we had a stable following on TikTok Shop. We created fun, interesting, and informative content, one of which went viral in 2020,” said Lorin Tan, Marketing Head of Tiny Buds. “That moment really changed things for us. We realized that when a brand leads with honesty and connection, it can go far, not just in reach, but in relevance.”

“Tiny Buds is a perfect example of how a community-first brand can grow meaningfully on TikTok Shop,” said Franco Aligaen, Marketing Lead at TikTok Shop Philippines. “By consistently investing in engaging content and creator-driven livestreams, Tiny Buds became more than just a baby brand—they became a trusted village that supports parents in real and relatable ways.”

From Viral Moments to Measurable Growth

Since joining TikTok Shop, Tiny Buds has seen measurable growth rooted in this authentic approach. In the first quarter of 2024, the brand recorded a 29% increase in year-on-year sales, leading to its recognition as the #1 Baby Skin Care Brand on the platform. Its content strategy continued to thrive, with a 61% increase in content output and a 15% rise in livestream entry rate, showing that more parents were choosing to engage directly with the brand in real time.

“Live selling connected us with our customers in such a unique way that no other channel has been able to, since we’re able to interact with them one by one. We felt this was important because our customers are new parents who have so many questions about their kids. Being able to answer those live, while showing them how our products work, created a different kind of bond. It made us feel like we were truly part of their parenting journey,” shared Lys Tan, E-commerce Channel Head of Tiny Buds.

While building relationships remained the heart of their strategy, Tiny Buds also saw its campaigns resonate on a broader scale. As more families discovered and interacted with the brand, even its advertising efforts saw meaningful results with revenue increasing by 279%, reflecting how helpful, heartfelt content can also drive success.

Purpose-Led Campaigns and Lasting Connection

One of the most memorable moments for the brand came during its 2024 Super Brand Day on TikTok Shop. According to Lys Tan, “It broke records for us, and it was a celebration, not just for the sake of a sale, but it also had a heart component to it. A portion of the proceeds was donated to support an orphanage that also operates a beekeeping center. It tied back to our love for nature and our desire to support growing families, however they’re formed.”

Much of Tiny Buds’ success on TikTok Shop has also been supported by the platform’s ACE Indicator System, which offers sellers guidance across their Assortment, Content, and Empowerment strategies. With the recently upgraded version of the program, the brand has reached millions of moms seeking gentler ways to care for their children, or even just a companion on the motherhood journey.

For Tiny Buds, community always comes first. The brand’s journey shows that when you build with care, connect with purpose, and stay close to your audience, success follows naturally.

TikTok Shop is a one-stop e-commerce solution for driving brand growth and sales directly on TikTok. With TikTok Shop, merchants can tap into a full commerce experience with the capability to upload products and manage everything from shipping to fulfillment and point of purchase. Products are recommended to TikTok audiences through shoppable content formats such as in-feed short videos (embedded with product links), live shopping events, as well as a marketplace through the new Shop Tab.

BizListing

Claim to fame: Fried chicken built Lolo Claro’s

It claims to sell over 400 pieces of #friedchicken per day, so Lolo Claro’s must be good, no? We checked the former mami house turned restaurant in #Cavite during a quick #LGBT wandering.

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So… if a resto claims to sell as many as 400 fried chickens a day, you’re bound to think that what they have may be really good. So we checked Lolo Claro’s Restaurant in Cavite City, one of those restos that can claim that it was built by, yep, friend chicken.

How was Lolo Claro’s Restaurant for us?

@outragemag It claims to sell over 400 pcs of #friedchicken per day, so #LoloClaros in #Cavite must be good, no? We #LGBT checked this former #mami house turned #restaurant ♬ original sound – Outrage Magazine

Una, as background, this place is somewhat historical. Started over 25 years ago by Bernie Ilagan in honor of his late kutsero (horse carriage driver) grandfather, it used to just be a food stall that sold mami, among others, but eventually grew to have multiple branches.

Ikalawa, the branch we visited was easy to find, as it’s along a major road in Cavite City. Yeah, public transport passed the area. And there’s ample open-air parking for those with private vehicles.

Ikatlo, the resto is luma (antiquated). This should also serve as a warning since there, tabletops are peeling, corners are soiled, walls have who-knows-what prints, and so on. The squeamish may say it borders on… dirty, and they won’t be completely wrong.

Ika-apat, the staff was perfunctory – e.g. you have to pester them to clean a table for you, or follow-up an order, et cetera.

Ikalima, how were the offerings?

  1. Claro’s Fried Chicken (₱275 for half, ₱475 for whole) was similar to Max’s chicken – e.g. not that big and not over-fried, but not that tasty and quite dry.
  2. The chopsuey (₱290) was… peculiar. Think deconstructed, and you’d have an idea of their version – i.e. the veggies were steamed or boiled, and the sauce was just poured on top before serving. Good for those who just like steamed veggies; but for those who want chopsuey the traditional way, this isn’t gonna please you.
  3. The kare-kare (₱360) needed more oomph; kulang sa lasa. But at least you get enough laman, from the meat slices to the veggies. And yeah, the bagoong (shrimp paste) was good… even if they didn’t serve a lot.

Lolo Claro’s Restaurant was packed when we visited; we actually had to wait for a table to be vacated before we could eat. So this is a popular resto, indeed. I can’t, and won’t, justify this; to each his own. But we have reservations… with the venue, the staff, the food… And so off we go in search of more lafangan venues…

Lolo Claro’s Restaurant is located at Governor’s Drive corner Naic Indang Road, Cavite City.

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BizListing

From coffee to rice meals: The Foam Coffee business model

The search for a good cup of coffee is what led us to Foam Coffee, which – it must be pointed out – is more of a resto than a café.

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Baguio City has always been a must-visit place for foodies, thanks to the many culinary offerings from the Cordillera region (think pinikpikan, etag and binaod, among others). But – whether you agree with us or not, particularly since you may know some venues we don’t – one of the biggest challenges we encountered was looking for good kape.

The search for a good cup of coffee is what led us to Foam Coffee, which – it must be pointed out – is more of a resto than a café.

So, how was our visit to Foam Coffee?

@outragemag Looking for #kape in #FoamCoffee in #Baguio, only to end up eating not-cheap #ricemeals ♬ original sound – Outrage Magazine

Una, this is easy to locate, as it’s right across the city hall of Baguio.

Ikalawa, the place itself is sterile-looking. Yep, maaliwalas siya (it’s airy), newly-furnished, is clean, and so on. But when we were there, it also felt quite impersonal, and didn’t feel like a community café or something.

Ikatlo, this is a self-service and CLAYGO (clean as you go) venue. Meaning, you won’t really engage with the staff as they’re there just to take and then give you your order, and then clean up after you if you failed to follow the CLAYGO policy. This adds to the making of this place as impersonal.

And ika-apat, how were the offerings?

So… the original intent was to grab coffee since this was repeatedly highly ranked by reviewers. Alas, the ₱120 Americano was, to start, not even that warm anymore when served. And taste-wise, it was almost like it was watered down.

The rice meals that we ended up also trying were actually not bad. The ₱230 Orange Chicken (orange-glazed chicken with rice) tasted… orangey, sweetish and yet citrusy. The ₱270 Bulgogi Tapa (thinly sliced Korean beef that’s marinated in sweet and salty soy in garlic butter, with rice and eggs), meanwhile, was sweet and savory. The rice in both dishes was good, too; flavorful so that even sans the toppings, already a meal.

For us, if there’s one issue with the rice meals, it’s the size of the servings. Particularly the ulam (viand). You will not get a lot. Which, for us, makes this place a somewhat pricey silog-like venue.

Foam Coffee has a market – e.g. check those who study while there. This is understandable even with the place’s limits. But we’re off elsewhere… perhaps in search of good coffee, as businesses should have if they use the word in their business name.

So off we go in search of more lafangan venues…

Foam Coffee is located at Upper G/F Travelite Hotel, Shuntug St., Baguio City. For more information, contact 0977 602 3750.

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Following the footsteps of coffee chains as a biz model for Baguio City’s Rebel Bakehouse?

When you check lists of places for foodies, many of the same venues are mentioned… and one of those is Rebel Bakehouse. We checked the food biz.

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Baguio City has become a must-visit location for those looking for good – or at least well-promoted – restaurants. But we noted that when you check lists of places for foodies, many of the same venues are mentioned… and one of those is Rebel Bakehouse.

We checked the branch right beside the Baguio Cathedral of Our Lady of Atonement, and… how was it for us?

@outragemag #LGBT checking #RebelBakehouse in #Baguio to ascertain if it's a good alternative to #starbucks, #CBTL ♬ original sound – Outrage Magazine

Una, the place is tricky to find… at least for non-churchgoers. We actually thought it’s in some street parallel to the church; instead, it’s actually right inside the church’s compound.

Ikalawa, if there’s a word to describe the venue, it’s maaliwalas (airy). The venue is divided into spots – e.g. there’s the upper floor, the inside, and the seats outside. Since Baguio City can still get cool, or even cold, open-air din siya, though this also means that flies from outside can (and do) enter the premises.

Ikatlo, the workers are chill. If asked, they can elaborate on what’s being offered; otherwise, if you don’t engage with them, they’re typical café staff… there but not there.

Ika-apat, how was the food? TBH, since we just came from a heavy meal, we just tried some of their breads and drinks.

  1. The Classic Pain Au Chocolat (₱150) and the Cinnamon Bun (₱180) looked pretty, easily reminding me, personally, of breads in some bakery in Paris. But… taste-wise, they’re not remarkable. We’d go as far as saying that they both tasted the same… just like croissant. The dark chocolate inside the former was, at least, good; but the cinnamon was not even apparent in the latter.
  2. The kape (₱110), served black, was so-so. I – sadly – really can’t even remember drinking it.

We’re not sure the way to beat Starbucks or Coffee Bean & Tea Leaf is to mimic them. Which is how being in Rebel Bakehouse felt like; as if we were in one of the international coffee chains’ branches in Tagaytay. This isn’t to say this is bad… even considering our misgivings with the breads and kape. After all, this is still an okay, and local, option.

Perhaps if we visit again, if at all, we’d try their meals na. But until then, join us as we look for more lafangan venues…

Rebel Bakehouse is located right beside the Baguio Cathedral of Our Lady of Atonement, at CH6X+WM4, Upper Bonifacio St., Baguio City.

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