How MONAT Grew from $35K to $1.2M GMV on TikTok Shop

MONAT went from $35K to $1.2M in GMV in a matter of months on TikTok Shop, making it one of the fastest-growing brands on the platform. In this episode, Lu Urdanetta, Chief Culture Officer, and Javier Urdanetta, Chief of Staff at MONAT, share how they leveraged a 12-year-old direct sales infrastructure to build one of TikTok Shop's most powerful affiliate ecosystems and how their community-first model became the engine behind that explosive growth.Lu and Javier break down how MONAT's existing network of market partners translated directly into TikTok Shop success, from product knowledge and authentic before-and-after content to structured affiliate training and recognition programs. They also explain how the brand approached bundles, Super Saturday LIVE events, GMV Max ads, and global expansion, all while keeping their affiliates at the center of every strategic decision.What You'll Learn in This Episode:How MONAT grew from $35,000 to $1.2 million in GMV in a matter of months by activating an existing direct sales community on TikTok ShopWhy putting affiliates first, before brand channels or paid media, drove MONAT's most consistent resultsHow MONAT structured their Super Saturday LIVE strategy around exclusive bundles and deals to drive affiliate engagement and salesWhat faceless content is and why MONAT sees it as a major growth opportunity for affiliates who are camera-shyWhy MONAT uses data and ROAS targets above the platform average to guide every advertising and investment decision