Calliah Fashion started in 2020 as a small venture and quickly became a favorite on TikTok Shop, growing into a beloved local women’s fashion brand. Founded by Divine and McAnthony Aguilar, the brand is inspired by their daughter, embodying beauty, strength, and individuality—values woven into both their designs and business ethos.
In the fourth quarter of 2024, Calliah Fashion became one of the Top 20 Womenswear Sellers on TikTok Shop, driven by strong Self-Live gross merchandise value (GMV) performance. Through their strategic use of TikTok Shop’s ACE Indicator System—Assortment, Content, and Empowerment—Calliah Fashion has built a successful e-commerce presence, driving substantial growth in just a few years.
Thriving with assortment and strategic product launches
Calliah Fashion’s journey on TikTok Shop has been powered by a carefully curated assortment of products that resonate with its audience. It gained significant traction with monthly exclusive releases, especially highlighted during campaigns like “Buy Local, Shop Local,” where they introduced compelling deals such as buy-one-get-one offers and high-discount product listings. These moves helped boost its Shop Tab GMV significantly.
Its strategic product bundling also contributed to rapid growth. The Chinese New Year three-pax shorts bundle, for example, saw an incredible 333 percent year-over-year (YOY) GMV growth during the December 2024 “Buy Local, Shop Local” campaign, compared to the same period in 2023, as shoppers prepared for Chinese New Year 2025. This success is just one example of how Calliah’s ability to create thematic bundles quickly captured the attention of TikTok Shop users and became top-selling items during livestream events.
“Our brand has always been about empowering women to embrace their own style, and TikTok Shop has provided us with an incredible platform to do just that,” said Divine Aguilar, co-founder of Calliah Fashion. “The platform’s tools and the strong community of women on TikTok Shop have helped us reach new heights, especially with our exclusive product launches and bundles that truly resonate with our customers.”
Content-driven success: Livestreams and affiliates
Content has been key to Calliah Fashion’s success on TikTok Shop. By strengthening its affiliate relationships and creating themed PR packages, the brand maximized the impact of livestreams and product features. Calliah’s livestreams gained notable traction during special events, including an exclusive collaboration with fellow “Buy Local, Shop Local” seller Josefina’s Kitchen, further elevating their visibility.
Through strategic use of TikTok Shop’s in-app resources and social media promotions, Calliah was able to amplify its reach. The result was a 17 percent increase in Live GMV in November 2024 and an even greater 49 percent increase in December 2024 during the “Buy Local” Gems feature. Its efforts in optimizing livestreams were mirrored in their affiliate GMV, which saw an uplift of 100 percent in October 2024 and 165 percent in December 2024 as they tapped into their growing affiliate network.
“Calliah Fashion’s success on TikTok Shop is a testament to the power of authentic connections,” said Franco Aligaen, marketing lead of TikTok Shop Philippines. “By embracing livestreaming and exclusive product launches, they’ve built a strong community of empowered women, turning creativity into growth. We’re proud to support brands like theirs in shaping the future of Philippine fashion on TikTok Shop.”
Empowering growth through learning and leadership
Beyond product strategy and content, Calliah Fashion’s success is also a result of its commitment to personal and professional growth. Calliah Fashion was one of only two Philippine-based sellers invited to represent local craftsmanship at the ASEAN Business and Investments Summit in Laos in November 2024. This prestigious event gave the brand an opportunity to showcase its products to international organizations and world leaders, including Philippine President Ferdinand Marcos Jr.
Additionally, Calliah was featured in the “#SarilingAtin” docuseries on TikTok Shop, where it was able to promote its commitment to local craftsmanship and share its journey as a Filipino seller. These empowerment initiatives, coupled with its participation in campaigns and seminars, helped propel Calliah Fashion to achieve a remarkable 87 percent quarter-on-quarter growth, making it one of the fastest-growing womenswear brands on TikTok Shop in early 2025.
A bright future for Filipino fashion
Calliah Fashion’s remarkable growth on TikTok Shop showcases how a local brand can leverage digital tools to connect with customers and scale rapidly. From its product assortment to content strategies and empowerment efforts, Calliah has become a prime example of how e-commerce can drive success for small businesses in the Philippines.
“Our journey is just beginning,” Aguilar added. “We’re proud of what we’ve accomplished, but we know that with the support of TikTok Shop and the community we’ve built, the future is even brighter. We are excited to continue growing and empowering women through fashion.”
To discover more of Calliah Fashion’s latest styles, visit their official TikTok Shop page.