United States: Adapt, 'Ape' US TikTok Shop Seller Reaches Tier 6
Key facts
- Adapt's hair solution brand epais reached Tier 6, the highest seller tier on US TikTok Shop, following a surge in daily sales
- A single creator review video for the EyeLash Essential Serum accumulated 13 million views within 12 hours of publication
- Daily sales for the eyelash serum were approximately 15 times higher on the day after the viral video release compared to the day of publication
- Influencer Lauren Gray, who has a following of 52 million, contributed to the viral spread of product introductions for the brand
- The EyeLash Essential Serum is formulated to nourish short, weak eyelashes and supports healthy eyelash care in the US market
Adapt
Adapt has secured a Tier 6 seller rating for its Aipe brand on the US TikTok Shop platform.
The brand APe, developed by Adapt, has reached Tier 6 status among sellers on TikTok Shop in the United States. This milestone was achieved following a surge in daily sales, which increased by a factor of 15, driven by the viral spread of creator reviews and product introductions by influencer Lauren Gray, who commands a following of 52 million.
K-beauty multi-brand company Adapt (CEO Park Jung-ha) announced on Tuesday that its hair solution brand epais has reached Tier 6, the highest seller tier on TikTok Shop in the United States.
The brand is focusing its US market strategy on its eyelash care product, the EyeLash Essential Serum. As usage reviews and content shared by TikTok creators gained traction, local consumer interest surged, with some videos directly translating into increased sales.
Notably, a review video posted by one creator accumulated 13 million views within 12 hours of publication. According to Adapt, the product’s daily sales on the day following the video’s release were approximately 15 times higher than on the day of publication. Epais achieved Tier 5 (Premier) status on TikTok Shop in July and climbed to Tier 6 just three months later.
Recently, global influencer Loren Gray, who commands a TikTok following of over 52 million, also featured epais products. Gray is a first-generation influencer who has been active on the platform since its early days and maintains high recognition among the global Gen Z demographic.
In the video she released, Gray shared her experience using false eyelashes for approximately 11 years, starting at age 13. She explained that she uses the EyeLash Essential Serum every night to achieve “Bambi lashes,” a term referring to long, voluminous eyelashes, while showing the actual product application and the condition of her lashes. The video surpassed 100,000 views within a day of its release.
The EyeLash Essential Serum is formulated to nourish short, weak eyelashes, supporting healthy eyelash care. Epais is expanding its consumer reach through TikTok to boost product awareness in the US eyelash care market, a sector where global brands have traditionally held a strong position.
Market growth outlooks remain positive. According to Grand View Research, the US eyelash serum market is projected to grow at a compound annual growth rate of 6.2% from 2025 to 2030. Amidst rising interest in eyelash care, epais is moving beyond the traditional skincare-centric K-beauty market to target the specialized eyelash care segment.
Adapt plans to participate in year-end shopping season promotions on major U.S. e-commerce platforms, including Amazon and TikTok Shop. The company aims to leverage its online sales channels to expand its reach among local consumers and strengthen the competitiveness of its eyelash care products in the North American market.
An official from Eyep stated that the growing attention on K-beauty brands in the eyelash extension market, where global brands have traditionally held a strong position, is highly significant. The official added that the company will work to build consumer trust by leveraging its expertise and product competitiveness in eyelash care, while continuing to expand its portfolio of related products.
Related Tags
ADAPT has secured a Tier 6 seller rating on TikTok Shop in the United States for its epais brand, marking a significant milestone in its North American e-commerce strategy.
The company’s flagship product, the Eye Lash Essential Serum, has driven this achievement through strategic influencer and creator marketing campaigns that resonate with Gen Z consumers in the U.S. cosmetics market.
By leveraging TikTok Shop’s platform, ADAPT has successfully integrated its K-beauty offerings into the broader North American beauty ecosystem, competing alongside established global brands on major e-commerce channels including Amazon.
This progression underscores the brand’s commitment to global marketing excellence, as it continues to expand its footprint in the competitive U.S. beauty sector through data-driven digital commerce initiatives.
Lashnews take
This rapid ascent to the highest seller tier demonstrates that influencer-driven content can directly translate into significant sales spikes for niche beauty products. For lash manufacturers and brand owners, this case highlights the critical importance of securing partnerships with high-reach creators to penetrate competitive US markets. The data suggests that viral engagement metrics, such as view counts, are strong leading indicators for immediate revenue growth in digital commerce channels.
Frequently asked questions
How did Adapt's epais brand achieve Tier 6 status on US TikTok Shop?
The brand reached Tier 6 after a 15x increase in daily sales driven by viral creator reviews. Influencer Lauren Gray, with 52 million followers, played a key role in spreading product awareness and boosting sales.
What specific product is epais focusing on for its US market strategy?
Epais is focusing on the EyeLash Essential Serum, which is formulated to nourish short and weak eyelashes. The product gained traction through TikTok creator content, leading to a significant surge in consumer interest and sales.
What impact does epais' TikTok success have on other eyelash care brands?
The success demonstrates the power of influencer marketing in driving rapid sales growth for eyelash care products. Brands can leverage viral content to compete with established global brands on major e-commerce platforms like TikTok Shop.