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Manila Bulletin devider Lifestyle devider Fashion and Beauty devider How this Escolta-based eyewear brand captured audiences both offline and online

How this Escolta-based eyewear brand captured audiences both offline and online

Baobab Eyewear turns content and community into catalysts for growth

Published Sep 21, 2025 11:24 pm
It takes more than passion to turn a startup into a successful brand, especially in today’s hybrid retail landscape. In the fashion industry alone, competition is everywhere. Making a great product is the foundation, but to let it soar, a brand must find where its audience is.
That case is true in Baobao Eyewear’s journey. What started out as a humble shop in Escolta, Manila City, became a beloved brand thanks to its stylish offerings and digital presence, mainly on Tiktok. Its content allowed the brand to drive foot traffic in its optical shop, where customers can try their pieces firsthand.
"Our audience was able to discover our physical store, thanks to our campaigns and presence on TikTok Shop", said Eunice Abalos, founder and owner of Baobab Eyewear. "We are committed to offering thoughtfully designed eyewear that is life-proof, practical, and affordable, and giving our customers the best experience, whether through our physical store or TikTok Shop."
Through short-form videos and live-selling, Baobao Eyewear created new ways to connect with consumers, while also reinforcing its shopping experience, from customizing frames and lenses to prescription uploading. It used Tiktok Shop beyond just a sales channel, but a growth engine powered by content and community.
“Even before TikTok Shop, Baobab was actively posting about our products and day-to-day operations—we really wanted to build an online community," said Sheena Concepcion, Baobab’s marketing manager. "Since joining TikTok Shop, we’ve been able to reach more people and convert through features like free shipping, vouchers, and platform promos."
Sheena credits TikTok Shop's recently upgraded ACE indicator system, which helps sellers optimize their Assortment, Content, and Empowerment strategies, for their success. During their summer campaign, Baobab utilized short videos as pre-launch content to generate excitement and drive traffic to the grand launch. The pre-launch phase alone saw a +43 percent increase in video views versus regular days.
One of Baobab’s standout milestones was the launch of Binivision, an exclusive collection created in partnership with the nation's girl group, Bini. The campaign was activated through TikTok Shop and delivered a 3,410.45 percent uplift in Live GMV, ranking Baobab number one during the platform’s Eyewear Co-Brand Day.
“As a discovery-driven and social platform, TikTok Shop empowers brands in reaching a wider audience and building communities", said Franco Aligaen, marketing lead of TikTok Shop. "We believe these communities help bridge the offline and online worlds."
As Baobab continues to grow, its success on TikTok Shop proves that when digital content, community, and commerce come together, they can unlock new opportunities for homegrown brands. With a hybrid retail model and a deep understanding of its audience, Baobab Eyewear is charting a path forward, where Filipino creativity meets inclusive, accessible design across both online and offline spaces.

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fashion and beauty Baobao Eyewear
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