Beating Million-Dollar Brands on TikTok Shop

TikTok Shop supplements are moving from pills to gummies to tongue strips, and Nadine built Stripsii to win the next wave.

In episode 10 of the JoinBrands Podcast, Dan sits down with Nadine, founder of Stripsii and a former TikTok teammate who spent years watching health and wellness brands skyrocket from the inside. Frustrated with swallowing endless pills, sugary gummies and gritty powders, she worked with science teams to build oral dissolving beauty supplement strips that melt on your tongue in seconds, with nine science backed ingredients and a clean label. Stripsii is the result.

Nadine and Dan get into what actually transfers from a TikTok career to founding a brand: test relentlessly instead of chasing studio-perfect video, stay lean with short creator projects instead of locking into six month contracts, and treat product quality as non negotiable now that TikTok Shop buyers sniff out cash grabs instantly. She explains how the first creators she found on JoinBrands became a product research team, feeding back flavour ideas and new strip concepts that are now in development.

They also cover the brand she studies most (Nello), why creator relationships beat one-off sample drops, and why her Black Friday plan is simply to start incubating creators now so real testimonials are ready by the holidays. Supplements are not a plug-it-in-and-see product; they need runway.

Her closing advice for any founder: obsess over the product and the people, solve a real problem, and just get started. If you are building a supplement or wellness brand on TikTok Shop, this one is a playbook.

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TIMESTAMPS
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0:00 — Meet Nadine M., Founder of Stripsii
0:59 — Beauty From Within Origin Story
2:29 — Powders To Pills To Tongue Strips
5:34 — Lessons From Working At TikTok
6:52 — Testing Creators On JoinBrands
7:51 — Staying Lean Through Change
9:51 — Product Quality Wins On TikTok
12:21 — Creator Feedback Shapes Products
15:38 — Inspiration From Nello's Rise
18:38 — Building Real Creator Relationships
20:56 — Black Friday Strategy Starts Now
23:20 — Visibility As The Biggest Hurdle
26:10 — One Piece Of Founder Advice

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START SCALING YOUR BRAND
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Launch your first creator campaign on JoinBrands and get UGC, TikTok Shop affiliates and paid creators in one place.

▸ Get started with JoinBrands → https://joinbrands.com
▸ Book a call with our team → https://go.joinbrands.com/BROd2s

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