Personal Care Brands Enter Orme Amid TikTok Ban Deadline

Amid the ticking clock on TikTok’s forthcoming ban in the US, beauty brands are in a state of upheaval regarding their heavy reliance on the shops and beauty influencer videos that have been a major driver for sales. The US Supreme Court upheld a bipartisan law that aims to ban TikTok nationwide beginning on Sunday if the video-sharing app continues to be controlled by its Chinese parent company, ByteDance Ltd.

Orme, a social commerce platform built to empower beauty brands, is stepping up to the plate as a dedicated US-based short-form video app for the rapidly evolving world of social shopping. Beauty brands Bime Beauty, Ideo, Masami and Shayde Beauty have joined the platform, which reportedly drives higher ROI for both brands and influencers while prioritizing user privacy.

Orme launched in January 2024 and secured a 30% investment from Xcel Brands, Inc., a media and consumer products company with expertise in livestream shopping and social commerce that owns several brands, including Isaac Mizrahi, Judith Ripka, Halston and C. Wonder by Christian Siriano.

“Social selling is a vital marketing strategy for beauty brands, which must now explore new ways to diversify in preparation for sudden shifts in the social commerce landscape,” said Faisal Ahmed, Orme CEO. “These brands need a platform that delivers results without the complexities and challenges tied to legacy social media apps. Orme’s user-first approach empowers everyone in the ecosystem—from influencers and brands to everyday users—while upholding the highest standards for data privacy and content quality.”

Addressing Critical Pain Points

With social commerce projected to grow at an average annual rate of 20.4% to reach $144.52 billion by 2027, Orme addresses critical pain points in the space.

Orme ensures influencers know exactly how much they’ll earn, eliminating uncertainty and fostering trust.

The platform splits payments at checkout, ensuring brands receive their revenue faster, enhancing cash flow and operational efficiency.

Orme prioritizes data protection, acting as a responsible steward of user privacy and avoiding the overreach seen on other platforms that misuse data without consent.

Users, whether influencers or everyday individuals, can amplify polished, pre-existing content—such as Instagram Reels—on Orme, bypassing the need to create original content. This ease of use reduces barriers to entry and empowers more people to monetize their social presence.

Eliminating ‘Pay-to-Play’

Orme operates on a pay-for-performance basis, meaning brands only pay a fee when they make a sale. This eliminates the “pay-to-play” structure common on advertising-driven social platforms, ensuring brands achieve tangible results for their investments.

“Orme is reimagining how consumers interact with beauty brands and products, creating a seamless and engaging shopping experience that provides a nearly infinite return for brands and gives all shoppers an opportunity to participate in the retail commerce flywheel,” said Robert W. D’Loren, chairman of Orme and Chairman and CEO of Xcel Brands. “Our platform offers a unique environment where users can create fun content, tell inspiring stories, and earn performance-based cash fees for sharing content. We’re building a community where social sharing and referral incentives include and reward both shoppers and influencers.”