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:
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.
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.
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.
Customers, including cancer survivors, promote the brand to their own audiences, proving community advocacy outperforms traditional advertising.
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.
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.
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.
The data reflects UK TikTok Shop sales from January - July 2025.
Total sales
Total sales from the brand's top-selling product, Hair Anatomy Wig Remedy Detangling Spray
Total items sold
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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