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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.

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Focus on good food and good service at La Cosina Antonio

We found our #LGBT selves in #Pila, #Laguna, where we ended up checking La Cosina Antonio.

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While traveling from Batangas City on the way to Paete, Laguna after an Intersex 101 training workshop, intersex activist Jeff Cagandahan worried where he’d feed us. And then, after a quick discussion with his wife, he suggested La Cosina Antonio, which is apparently a must-check resto in the Municipality of Pila in the province of Laguna.

So we went there, and… how was it for us?

@outragemag #LGBT wandering in #Pila, #Laguna? You may as well try #LaCosinaAntonio ♬ original sound – Outrage Magazine

Una, this is really only convenient to access by locals, or those with private vehicles. Pila, if you must know, is one of the oldest settlements in the Philippines. It is, nonetheless, still largely provincial. And so this place is dadayuhin; you need to intentionally go there as it’s not on the way to major destinations.

Ikalawa, the actual venue is BIG. This one’s an old house converted into a resto with different parts – e.g. for dining, for drinking complete with a performance space for a band, venue spaces, and so on. La Cosina Antonio is, thankfully, well-kept, so that it’s clean, has updated furniture, and so on.

Ikatlo, the staff was okay naman when we were there, able to discuss what’s on the menu, make recommendations… and then prepare the orders and deliver them fast. Very home-y approach, actually, treating guests as regulars.

Ika-apat, how was the food?

The ₱375 Dinakdakan was actually good, the pork belly crispy, the chopped onions and green chilies fresh, and the calamansi-mayo dressing not overpowering.

The ₱390 Sinigang na Hipon was… so-so, not bad though not good either. Pampainit-tiyan. Though, this has to be said, at least di tinipid in the number of shrimps served.

The ₱560 Garlic Pepper Whole Chicken was good; the meat stayed juicy even if the skin was crunchy.

The ₱770 Crispy Pata was also good; crunchy skin and, yes, malamang pata. There are times when you get Crispy Pata that’s basically just skin and bone, no meat at all. Here, we got meat… thankfully.

This place is popular, true (check their Facebook page, LOL). I can be dismissive and say that because, if in Pila, it’s not like you have lots of choices. But truth be told, it’s also because La Cosina Antonio actually has not-bad stuffs to offer… including the okay venue, okay service, and okay food. So check out if you can… or just join us as we look for more LGBTQIA+ lafangan venues…

La Cosina Antonio is located along JP Rizal St., Barangay Sta. Clara Norte, Pila, Laguna.

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Dining in the open in Cebu Province? Check out Mandaue City’s Matias BBQ

#Mandaue City’s #MatiasBBQ is worth checking as your #LGBT alternative to dining in the open in #Cebu.

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Seriously considering Larsian to try grilled goods in Cebu City, a friend recommended for us to try, instead, Matias BBQ. “It’s cleaner,” she said, adding: “And yummier, of course.”

So we checked… and how was the visit to Matias BBQ for us?

@outragemag #Mandaue City’s #MatiasBBQ is worth checking as your #LGBT alternative to dining in the open in #Cebu ♬ original sound – Outrage Magazine

Una, the place is NOT in Cebu City. It’s in nearby Mandaue City. We didn’t check where the BBQ place is, exactly; we just took a Grab and pinned the address. We just noted that the travel took a while, and yes, the fare wasn’t cheap (LOL).

Ikalawa, this is an open-air venue, similar to Larsian, though the difference is, here, there’s just one vendor (Matias BBQ). Maarte people beware: this isn’t for you.

Ikatlo, the servers were friendly… a pleasant surprise considering the number of people they had to serve. They knew what to recommend, and quickly dealt with some concerns (e.g. replace what was deemed stale rice).

Ika-apat, how was the food naman?

  • The chicken – including the ₱85 pecho and ₱95 paa – were well-seasoned and well-cooked, remaining moist and not dry. Lasa-wise, they were smoky and sweetish.
  • The ₱16 chorizos were actually good, properly cooked so that we were still able to taste the meat and accompanying sahog of garlic and the likes. This made us realize that when deciding to cook longganisa from Cebu, consider grilling instead of frying in oil. It just tastes better that way.
  • The ₱165 balbacua (beef rind and oxtail soup) served to us was already cold, so was already greasy. The collagen-rich cuts were soft, and there were okay-tasting veggies, but the broth was already slimy from being oily.
  • The ₱12 pusô was inconsistent; some were already stale (perhaps old stocks), and the others fresh. It’s hard to ascertain which is which since you’d be served with a lot. Order freshly-cooked rice if apprehensive… though this takes away from the overall experience of eating in a place like this.

Here’s the thing: our total bill was cheaper than the fare we paid to Grab to go there.

And so, for us, if this is accessible to you, consider this an alternative to, say, the likes of Larsian. That the food is good has to be emphasized, done in an outdoor setting that’d remind you of eating in the probinsiya.

But off we go again, in search of more LGBTQIA+ lagangan venues…

Open from 11.30AM to 8.00PM, Matias BBQ is located along A.S. Fortuna St., Banilad, Mandaue City.

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Still developing its approaches? Checking out The Beef Deli in Malolos, Bulacan

#LGBT checking #steakhouse The Beef Deli-Malolos in #Bulacan, only to be underwhelmed and stressed.

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Now and then we head outside of Metro Manila to check some of the culinary offerings of wherever we end up at. This is why we know that Silang in Cavite has a LOT to offer (even if it may be considered provincial, and even more than, say, Las Piñas that is part of Metro Manila). And this is why we know that Antipolo has 24-hour venues even if Quezon City or the City of Manila “sleeps”.

The intent to discover affordable yet not-bad steaks – in particular – was what led us to The Beef Deli – Malolos, which claims to offer meats “from Australia to your plate” in Bulacan.

@outragemag #LGBT checking #steakhouse The Beef Deli-Malolos in #Bulacan ♬ original sound – Outrage Magazine

Una, the place is easy to find naman… particularly for those with private vehicles. It is at the vicinity of the entrance to NLEX lang din, so you can access it if you’re getting off or about to enter the expressway (as we did).

Ikalawa, the venue was masikip, tight. Largely, this was because of not-ideal lay-out that seemed to prioritize being able to accommodate more customers than customer comfort. While there, expect ingay, too; you’re seated too closely to other customers you can eavesdrop.

Ikatlo (and I took this down in my notes, too), the service was REALLY slow. We had to remind the waiters to: set our table (we were seated for a while already), provide us with cutlery, and give us some water. It didn’t help that the two servers who approached us did not know what’s in their menu.

Ika-apat, the food was… hit and miss, with more misses than hits.

The Sweet & Beefy Spaghetti (₱650) was… more sweet, less beefy. Imagine Jollibee’s spaghetti, now make it even sweeter, and you’d get an idea of what was given to us. Particularly since there’s less beef here, and more sausage slices. The accompanying bread also tasted burnt, not grilled.

The Absolutely Meatzza Pizza (₱550) was not just not as meaty (considering its name), but was also too sweet, with a tinapay-like dough.

For the steak, we got the two-for-the-price-of-one Premium Ribeye (₱1,560), cooked MR. Here’s the thing: the steak was okay naman, as it seemed properly seasoned and properly grilled. But when served to us, it was already cold, like it waited in the kitchen. So natulog na ang mantika when served, and slight kadiri na in the mouth.

We didn’t finish the food, so we had them wrapped.

Now, to add drama: when we arrived home, we found that the steak we asked to wrap wasn’t in the take-home bag. I, personally, was annoyed; we didn’t exactly have a good experience there, and then… they didn’t even pack what we already paid.

I contacted the number of the company that’s listed online, and – this is a great part – I received a proper response. I was told that, after some tracing, the leftover food was found. I was also told that, without charging me, they will have the leftover delivered to us the next day.

Yes, after reheating the leftover steak, they had it delivered to us… without charging us (as if I should be thankful for that, LOL). And NOT that I was expecting anything else, but the meat was all they sent; overcooked (due to reheating) stale steak that we didn’t get to enjoy anymore because of The Beef Deli – Malolos. No apology for the bad experience via some kind of compensation like… a serving of French fries man lang.

The place is okay-appearing naman, TBH. But Bulacan has a lot of venues to check, so we’re giving this a hard pass for revisiting na muna. And so off we go in search of more lafangan venues…

The Beef Deli – Malolos is located at G/F Unit 7-10, Andan Enterprises, Inc, 3598 MacArthur Hwy, Malolos, 3000 Bulacan Province. For more information, contact 0905 283 8461 or email beefdelimalolos@gmail.com.

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