Welcome to Retail Disrupted. In this 5-min briefing, Helen Rankin, founder of Cheeky Wipes and Cheeky Pants, shares how daily TikTok Lives build community and remove barriers to buy. She speaks to Natalie Berg at TikTok's live shopping event in Covent Garden.
Cheeky Wipes and Cheeky Pants is a reusable hygiene brand founded by Helen Rankin in 2008 after she struggled to find baby wipes suitable for eczema-prone skin. What started as Helen packing boxes in her garage has grown into a team of 20. The company sells reusable wipes, period products, cloth nappies and incontinence solutions, helping consumers reduce waste and save money.
On TikTok, the brand has built a loyal community through educational livestreams, sustainability content, product demonstrations and frank conversations around periods, pelvic health and incontinence. The focus is on educational and relatable content, tackling the awkward questions that nobody wants to talk about but everyone needs to talk about.
For retail leaders, Helen explains why consistency beats virality, how live Q&A helps shoppers try education-heavy products, and how TikTok and cheekywipes.com work together.
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