How the brand behind TikTok Shop’s top-selling product is diversifying its social strategy ahead of potential ban

“There was a time when I was going viral in early January and February last year — to the point where, if I had 100,000 units of a product [I wanted to sell that day], I could sell it in four or five hours,” Puneet Nanda, founder and CEO of oral care company GuruNanda, told Glossy. “On one of our best days [in 2024], we sold close to $1 million on TikTok Shop — in one day!” 

Nanda may not fit the average description of an influencer, but through early TikTok adoption and a low-price, viral oil-pulling offering, he found success across TikTok in 2023 and 2024. His personal TikTok, @iIamPuneetNanda, has 323,000 followers and 7.6 million likes, while the @GuruNanda.official brand page has 147,000 followers and 774,000 likes, as of Thursday. 

According to Dash Hudson, an all-in-one social media management platform for brands, GuruNanda’s Coconut and Peppermint Pulling Oil is currently the No.1 selling product on TikTok Shop in the U.S. The firm told Glossy that, in its social monitoring, it found that the brand sold more than a million units in a three-month period in 2024. 

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