Hair Anatomy, a UK-based wig brand, showcases how small businesses are thriving through social commerce, especially on TikTok Shop. With live streaming, authenticity, and emotional resonance, founder Dominique Bogle turned a personal struggle into a global retail success, highlighting how the future of ecommerce lies in community-led discovery and real-time engagement. Here's what you need to know:
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Social commerce is on track to exceed $100 billion in 2026, with beauty driving over 50% of that spend. The sales momentum is primarily fueled by TikTok Shop’s short-form video and live selling.
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After going live from her kitchen, Dominique Bogle, founder of Hair Anatomy, a UK-based wig brand, earned nearly £15,000 in one month. Within 8 months, she quit banking to run Hair Anatomy full-time.
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Bogle goes live 5 days a week for a minimum of four hours, mixing “packing lives” and “show-and-tell” demos. This regular engagement drives trust, loyalty, and higher conversions, especially for those facing hair loss.
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Customers, including cancer survivors, promote the brand to their own audiences, proving community advocacy outperforms traditional advertising.
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With just a smartphone, Bogle turned Hair Anatomy into a brand reaching a global audience. Her success proves that authenticity and human connection are the keys to thriving on the TikTok-driven social commerce landscape.
The Data Behind Hair Anatomy
Powered by social commerce, Hair Anatomy has surged from a humble kitchen-table startup to a global beauty sensation. Through authentic TikTok Shop livestreams, the brand has transformed real-time engagement into worldwide sales and brand recognition.
Below, we dive into the growth and success of the brand's DTC website and TikTok Shop.
Hair Anatomy: DTC Stats
Charm Growth Score: 63.77
The brand is growing faster than 63% of other brands in the apparel & accessories category (based on the growth of social followers, web traffic, and more).
Charm Success Score: 52.93
The brand is more successful than 52% of other brands in the apparel & accessories category (based on social followers, web traffic, and more).
Fastest-Growing Channel: TikTok
The brand grew its followers from 52.1K to 61.9K in the past 12 months.
About the Brand:
Hair Anatomy is a UK-based brand specializing in synthetic wigs and hair care products. Founded by a female entrepreneur, the brand focuses on providing high-quality, beginner-friendly wigs and resources to help customers feel confident and beautiful.
Hair Anatomy: TikTok Shop Stats
The data reflects UK TikTok Shop sales from January - July 2025.
$423K
Total sales
$68.1K
Total sales from the brand's top-selling product, Hair Anatomy Wig Remedy Detangling Spray
8.5K
Total items sold
Hair Anatomy TikTok Shop Sales by Channel
64% of Hair Anatomy's sales in 2025 have come from livestream videos, 24% came from pre-recorded videos, and 11% came from TikTok Shop's product card (including the TikTok Shopping Mall, searches, etc.).
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