From the Editor's Desk

How TikTok Helped This Beauty Brand Break $100 Million in Sales

The Chicago-based beauty brand generated more than $100 million in annual revenue in 2023, a roughly 30 percent increase year-over-year, thanks in part to TikTok. Beachwaver has 1.2 million followers on the social media app, and sells products through its e-commerce platform, TikTok Shop. The company is known for its curling irons with rotating barrels, but also sells flat irons, hairdryers and plant-based hair care products.

Beachwaver CEO Sarah Potempa and her sisters Erin Potempa-Wall and Emily Potempa co-founded the business in 2010 with just $20,000, and to this day have never taken outside investment. Sarah, who was working as a celebrity hairdresser at the time, was frustrated by the miscommunications that would happen when explaining how to style hair over the phone. Eventually, she drew a sketch of a curling iron that made the process easier by using a rotating barrel. Today, the company has 12 patents and 21 trademarks across its product line.  


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