How Tiege Hanley Scaled to $20M+ and Built a Future-Proof Brand

In 2016, Kelley Thornton had a vision—to simplify men’s skincare. But there was a problem.

Most guys didn’t think they needed a skincare routine. And those who did? They were overwhelmed by complicated regimens and overpriced products.

So, Kelley and his team launched Tiege Hanley, a simple, subscription-based skincare brand designed specifically for men.

Fast forward to 2024, and Tiege Hanley isn’t just surviving—it’s thriving. Despite rising ad costs, shifting consumer behavior, and unpredictable economic conditions, the brand has scaled beyond $20 million in revenue while staying profitable.

How?

By adapting. By diversifying. And by making smart moves that future-proof the business.

In this post, i’m break down the exact strategies Tiege Hanley is using to grow in 2024 and beyond—from mastering TikTok Shop to optimizing subscription retention and expanding into retail without losing profitability.

Let’s get into it.

Why Tiege Hanley’s Subscription Model Still Works in 2025

A lot of brands struggle with subscriptions—sign-ups are easy, but keeping customers? That’s the hard part.

For Tiege Hanley, subscriptions aren’t just an add-on—they’re the foundation of the business. And even in 2024, over 90% of their revenue still comes from subscribers.

Here’s why their subscription model still wins:

✅ Customers have full control—they can pause, modify, or cancel easily. No shady tricks.
✅ Predictable pricing—with inflation hitting hard, fixed-cost subscriptions make budgeting easier for consumers.
✅ AI-powered personalization—Tiege Hanley now tailors product recommendations based on usage patterns and customer behavior, keeping retention high.

Takeaway: Subscription models still work—but only if they’re customer-first, flexible, and provide real value.

How They’re Beating High CAC with Smarter Customer Acquisition

With ad costs at an all-time high, winning in 2024 means being smarter about acquisition.

Tiege Hanley is doing three things differently:

1. Optimizing MER (Marketing Efficiency Ratio) Instead of ROAS

Instead of obsessing over ad platform ROAS, they focus on MER—total marketing spend vs. total revenue. If their MER creeps above 32%, they adjust spending to maintain profitability.

2. Leveraging AI for Ad Creative Testing

They now use AI-driven creative analysis to predict which ad variations will perform best before even running them—cutting creative testing costs by 40%.

3. Expanding Beyond Meta and Google

TikTok Shop—Already 20% of new customer acquisition and growing.
Amazon—Now 25% of total revenue, with a focus on brand-building, not just sales.
Retail expansion—They’ve carefully selected wholesale partners to avoid margin dilution.

Takeaway: Future-proofed brands don’t rely on one acquisition channel. They diversify, automate, and optimize.

Why TikTok Shop is Their Fastest-Growing Channel

TikTok isn’t just a social platform anymore—it’s a full-blown eCommerce powerhouse.

Tiege Hanley treats TikTok Shop like a retail channel, not just another ad platform. Here’s what’s working:

Live shopping events—Flash sales and product demos drive 10x more engagement than static ads.
UGC + native product listings—Instead of traditional ads, they partner with creators who integrate products naturally into their content.
In-platform checkout—Frictionless buying = higher conversion rates.

Takeaway: TikTok Shop is no longer optional—brands that master it now will dominate in the next 3 years.

The Right Way to Expand Into Retail (Without Losing Profitability)

Retail expansion can be a profit killer if done wrong.

Tiege Hanley is playing it smart by:

Starting small—rolling out in select retailers before committing to mass distribution.
Keeping margins in check—no deep wholesale discounts that hurt DTC profits.
Using retail for discovery—treating in-store purchases as a customer acquisition tool that leads to long-term subscribers.

Takeaway: Retail is a growth lever, but only if it complements—not replaces—DTC efforts.

Final Takeaways: How to Scale Profitably in 2025

The rules of eCommerce are changing, but the fundamentals remain the same.

Here’s what you can learn from Tiege Hanley’s success:

✅ Subscriptions still work—but only if they’re customer-friendly.
✅ MER > ROAS. Stop chasing platform metrics and focus on overall efficiency.
✅ AI-driven creative testing is the future. It saves time and ad spend.
✅ TikTok Shop is the next big thing. Brands that master it now will dominate later.
✅ Retail expansion should be strategic. Profitability > shelf space.

Tiege Hanley proves that you don’t need VC funding to build a multi-million dollar brand. You just need smart, adaptable strategies.

Now, over to you—what’s your biggest challenge scaling your eCommerce brand in 2025? Drop a comment below!