Laura Geller Beauty: Achieving Scalable Growth on TikTok Shop with Fospha's GMV Max Measurement
Laura Geller Beauty is part of AS Beauty Group, an enterprise portfolio of female-founded beauty brands based in New York. In 2025, the brand onboarded with Fospha to strengthen measurement across their sales channels, with a particular focus on TikTok Shop and GMV Max.
The Solution
Fospha’s GMV Max measurement solution offers independent, third-party validation using consistent methodology across all channels, enabling teams to compare their performance side-by-side. Alongside our incremental forecasting tool Beam, we empower teams with the visibility to predict how much headroom remains to scale GMV Max while still maintaining profitability.
Fospha’s GMV Max measurement is currently in beta testing with an initial cohort of select brands like Laura Geller Beauty, and is already proving value by providing clear, data-driven visibility into their overall performance on the channel.
The Results
Fospha’s full-funnel insights have helped the team identify which investments are driving incremental revenue, and where future scale lies.
In just a few weeks, the Laura Geller Beauty team have already seen promising early results:
- GMV Max is a powerful revenue driver: Increasing spend in GMV Max has contributed to a 10% total revenue uplift within 30 days.
- Outperforming paid media benchmarks: GMV Max is already delivering a higher ROAS than Laura Geller Beauty's paid media target, even with spend increasing by more than 50%.
- Room to scale with confidence: GMV Max continues to show strong growth potential and is far from saturated. Beam, our incremental forecasting tool, indicates the Laura Geller Beauty team has 40% remaining headroom to scale before reaching diminishing returns.
Laura Geller Beauty’s recipe for success also lies in combining Smart+ web ads with GMV Max, aligning with success seen across Fospha’s client base, where brands generating sales across both TikTok Ads and Shop saw:
- 85% higher conversions growth YoY
- 28% improved new customer growth YoY
- 9% increase in ROAS YoY
The power of maximizing discovery and purchase on TikTok is clear - Laura Geller Beauty is an excellent example of building a model aligned with TikTok’s best practice framework.
The Bottom Line
With Fospha’s cross-channel insights, Laura Geller Beauty can now clearly see how GMV Max, Smart+ and other channels work together to drive total sales. This connected view enables smarter planning, faster scaling, and more confident decisions on where to invest for maximum impact.
As GMV Max continues to evolve, Fospha’s measurement will enable the team to forecast future growth with precision, turning visibility today into performance tomorrow.
The results:
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