Centellian24 TikTok Shop Strategy: Complete Breakdown

Key Takeaways

Centellian24, a Korean pharmaceutical-based anti-aging skincare brand, reached the top 1% in TikTok Shop sales by discovering killer content in parallel across creators, leveraging its existing brand equity for a new product launch, and seeding influencers by content format rather than category.

• Parallel Discovery & Repetition — rather than one strategy, Centellian24 tested multiple formats in parallel. The 3 top-revenue types — sales-emphasis ($75K/video), pharmacy-authority ($22K/video), and comment-reply ($18K/video) — each came from a different creator and were scaled through repeat seeding.

• Leveraging Existing Brand Assets — when launching its new Expert Madeca PDRN cream, Centellian24 seeded around the upgrade story relative to its existing hit product, carrying over the original's positive image.
  
  

• Format-Based Seeding — content format predicted revenue better than category fit. A household-goods creator (@xochitlmakesitneat) produced a skincare killer video by applying her existing comment-reply format.

Content Analysis

Across 1,697 pieces of TikTok content (1,046 creators), the majority of production — simple demo/review (31%) and sale/bundle appeal (27%) — made up 58% of all content but only 25% of the Top 50 revenue videos. The revenue-driving minority instead unfolded across 3 phases, as the source of persuasion shifted from brand value → product value → influencer persuasion.

Phase 1 — Emphasizing Pharmaceutical Brand Value (Aug–Nov)

Leveraged Centellian24's parent-company pharmacy credibility and Madecassol's "60 million units sold" record. The sales-emphasis style (leading with the sales figure as text overlay) hit $71,228/video, while pharmacy/medicine-authority content was #1 in this phase's ad efficiency — even though simple demo and sale content made up 65% of all seeding volume, none of it reached the Top 50.s

Phase 2 — New Product Launch + Sale (Dec–Feb)

Seeding volume quadrupled as the new Expert Madeca PDRN launch overlapped BF/year-end sales. "Upgraded-product introduction" content, which carried forward Phase 1's institutional authority, led at $18,494/video. Bundled "starter kit" seeding also outperformed selling the cream alone by over $3,000/video — the same bundling pattern seen with Dr.Althea.

Phase 3 — Comment-Reply Style (Mar–May)

The highest-volume phase (984 videos) saw the revenue driver shift entirely: a single creator, @xochitlmakesitneat, generated 71% of this phase's revenue with a "Reply to @user" + before/after format answering follower questions directly — an authentic, non-ad-like approach that outperformed the fading new-product and sale narratives.

Key Insight — Centellian24's continuous edge was discovering and repeating whichever killer content broke out in a given period, rather than betting on one format. Each phase's top type came from a different creator entirely.

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Influencer Analysis

Just 3 influencers — @kbeautymom75, @clarahyee, and @xochitlmakesitneat — drove 74% of Centellian24's revenue ($767K). The audience skewed US-based women in their 20s–30s, but 2 of the 3 influencers had under 100K followers, showing follower count didn't predict revenue.

kbeautymom75's K-Beauty anti-aging specialty gave her direct category fit, and her existing text-overlay habit fed naturally into Phase 1's number-driven format. clarahyee's prior seeding of Torriden and d'Alba plus her Korean-American cultural fluency lent authenticity to the pharmacy-authority narrative. xochitlmakesitneat had no beauty experience at all — her success came entirely from applying a comment-reply format she'd already built seeding household goods.

Key Insight — Content format predicted revenue more reliably than category experience. Check first whether a creator already has a format that succeeds — category fit is a bonus, not a prerequisite.

Conclusion: Key Takeaways

Centellian24's TikTok content analysis shows how a K-Beauty brand reached the top 1% in sales. Three key takeaways:

1. Discover and repeat killer content in parallel

Centellian24 didn't succeed through a single strategy. The top 3 types by revenue per video each came from a different creator: kbeautymom75's sales-emphasis style ($75,270/video), clarahyee's pharmacy-authority style ($21,937/video), and xochitlmakesitneat's comment-reply style ($18,101/video).

2. Actively leverage existing brand assets

Centellian24 succeeded first by borrowing Madecassol's institutional authority, then sustained momentum on the Expert Cream launch by borrowing Madeca Cream's own established authority. Seeding a new product around its upgrade relative to an already-successful product carries forward positive brand equity while adding new advantages.

3. Seed influencers based on format, not category

Of the 3 influencers driving 74% of revenue, one had zero beauty experience — a household-goods creator who succeeded purely because her comment-reply format transferred directly. When seeding, check first for a content format that already succeeds; category fit (like K-Beauty anti-aging experience) is still valuable, but it's a secondary filter.

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Appendix: Methodology

This report was created using the TikTok video analysis solution Syncly Social, analyzing Centellian24's top 50 videos by TikTok Shop revenue (05/25–05/26) plus the full set of 1,697 Centellian24-related seeding content pieces from 1,046 creators over the same period.

Syncly Social's AI analyzed all videos frame-by-frame, automatically extracting and summarizing key creative elements, visual characteristics, and text-overlay patterns. This classified content by USP and format, making it possible to objectively determine which videos and which influencers drove the highest revenue efficiency.