How Bask and Lather Scaled 2X Daily Sales Through TikTok LIVE and GMV Max

When Founder and CEO Shaina Rainford couldn’t crack TikTok, her 14-year-old son Jayden Rainford stepped in, and everything changed. Within weeks, Bask and Lather went from struggling for 500 views to pulling millions per video. Their TikTok momentum doubled daily revenue through LIVE selling and grew their affiliate network to more than 140,000 creators, turning TikTok into the brand’s most powerful sales channel.By combining Shaina’s operational discipline with Jayden’s creative instincts, the duo built a self-sustaining TikTok ecosystem fueled by affiliates, organic reach, and automation. Through GMV Max, they scaled profitably without losing control of ROAS, while strategic LIVE sessions and rapid adaptation to algorithm changes kept Bask and Lather at the top of the haircare category.What You’ll Learn in This Episode:How Bask and Lather scaled to 140,000 affiliates through TikTok’s automated affiliate systemThe strategy that doubled daily revenue through TikTok LIVE sellingHow GMV Max automation helps maintain strong ROAS and identify high-performing contentWhy even “low-performing” videos can become top ads when tested through GMV MaxHow Bask and Lather’s fast adaptation to trends keeps them leading in a saturated market—-This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.