Shapermint Tracks Toward $10M in TikTok Shop Sales as Its Creator Roster Skews Older

The shapewear brand now works with more than 5,000 active creators through TikTok Shop's affiliate network, most of them non-celebrity women. That cohort has delivered Shapermint's fastest growth on the platform to date, with month-over-month sales gains reaching as high as 515%.

Shapermint scaled to $1.5 million in TikTok Shop sales within the first four months of this year, according to brand director Gabrielle Richards, who described the result as making the company one of the fastest-growing intimate brands on the platform.

Sixty percent of the brand's top-performing affiliate creators are over 35, a figure that runs against the common perception of TikTok Shop as a Gen Z phenomenon. Shapermint's network of mature creators has expanded over the past six months as the channel accelerated.

Richards said the focus on older creators and shoppers is a natural extension of the brand's core audience. Shapermint has targeted women ages 35 to 65 since it was founded.

Shapermint began testing TikTok Shop about two years ago, initially teaming with agencies to learn how the marketplace and its affiliate system work. Richards noted that fewer affiliates on TikTok Shop specialize in apparel — and particularly in intimates such as bras and shapewear — than in categories like beauty and wellness.