Plain-language definitions for brands new to Malaysia's TikTok Shop beauty category — no jargon, no fluff.
A creator with a large, established following — typically mid to macro tier (100K+ followers) — who influences audience opinion and purchasing decisions primarily through reach and perceived authority. See our KOC vs KOL guide for tier-specific data.
A smaller-following creator (typically nano to micro tier, under 100K followers) who influences purchases by acting like a relatable peer/consumer rather than a celebrity endorser. Often more efficient per dollar of follower reach for driving conversion — see data in our KOC vs KOL guide.
An agency that manages multiple creators' brand deals, content, and negotiations. In Malaysia's beauty category, only a small minority of creators (0.8% in our database) are formally MCN-affiliated — most outreach happens directly with the creator. See our marketing guide for what this means for outreach planning.
The total value of goods sold through a creator's TikTok Shop content over a given period (we track 30-day GMV). It measures sales volume, not creator earnings or brand profit — a creator can drive high GMV while earning a smaller commission on it.
A creator with recorded GMV greater than zero in the current tracking period — i.e. someone actually selling through TikTok Shop, not just posting content. In our database, roughly half of tagged "beauty creators" are active sellers; the rest post beauty content without running commerce. This distinction matters more than follower count — see step 1 of our screening framework.
A standard classification by follower count — nano (under 10K), micro (10K–100K), mid (100K–500K), macro (500K+). Tiers correlate with absolute reach but not efficiency; see the tier breakdown in our marketing guide.
A rough efficiency metric — GMV divided by follower count (in thousands). Useful for comparing how well a creator converts reach into sales, independent of their absolute size. Nano/micro creators tend to score higher on this metric than macro creators in our data.
An arrangement where a brand sends free product to a creator in exchange for content, often with a TikTok Shop affiliate link that pays the creator a commission per sale, rather than a flat fee. Common for nano/micro tier outreach — see Template A in our outreach guide.
Malaysia's personal data protection law, governing how businesses collect, store, and use individuals' personal data — relevant when brands collect creator contact details, addresses, or payment info during outreach. See our Privacy Policy and the compliance section of our outreach guide.
Where a creator's GMV ranks relative to other active sellers in the same category (e.g. P90 = higher GMV than 90% of active sellers). More useful than raw follower count for ranking shortlist candidates — see the full distribution in our benchmark report.