Social and influencer agency Joybyte has partnered with niche fragrance brand Heretic Parfum to build a creator-led commerce strategy on TikTok Shop, driving a 1,047% increase in affiliate Gross Merchandise Value (GMV) in the first 60 days.
The collaboration began in February 2026 after Heretic’s gothic and horror-adjacent fragrance content gained traction on TikTok, particularly around the brand’s Nosferatu-inspired scent universe. Joybyte developed a creator commerce system focused on maintaining engagement beyond the brand’s initial viral spike.
The strategy centered on creator behavior already gaining traction across TikTok Shop. Joybyte focused on rebuilding affiliate engagement, expanding creator participation across multiple tiers, strengthening creator retention systems, and developing repeatable seasonal launch infrastructure tied to gothic beauty, horror aesthetics, dark femininity and identity-driven fragrance storytelling.
The agency also focused on scaling creator narratives already resonating with audiences across the platform through affiliate systems and GMV Max amplification. The approach aimed to build a longer-term creator commerce ecosystem tied to audience signals and ongoing creator participation.
To date, the campaign has generated 7 million video views, sold more than 3,000 units and produced more than 900 pieces of affiliate content across TikTok Shop. Overall, GMV increased 476% during the campaign period.
The work also addressed several operational challenges facing the brand during rapid growth, including inventory constraints, fulfillment delays during peak demand, inconsistent creator-posting cadence and heavy dependence on a single viral moment.
Joybyte responded by building ongoing creator relationship-management systems, affiliate recruitment and retention infrastructure, and seasonal launch planning designed to support continued creator engagement and commerce growth on TikTok Shop.
“We saw creators building genuine momentum around Heretic organically, especially through gothic beauty and horror-inspired fragrance storytelling on TikTok Shop,” said Myriah Castillo, president of Joybyte. “Our focus became creating the systems and affiliate infrastructure that could support that energy long term, strengthen creator participation, and scale the signals already driving engagement and sales.”
“We really didn’t think that TikTok would launch as fast as it did. It is now by far our fastest-growing channel, and we are so impressed with Joybyte,” said the Heretic team. “We are shifting our investments directly toward the work Joybyte is doing.”
The campaign continues on TikTok Shop as Joybyte continues expanding Heretic Parfum’s creator commerce ecosystem and affiliate growth strategy.
