How ColourPop lifted sample requests 6.5x in 30 days

A high-volume affiliate program needed throughput and visibility to match its ambitions. Reacher Plus delivered transparent execution and the activation velocity to unlock it.

ColourPop × Reacher Plus

Industry: Beauty & Cosmetics

Product Category: Affordable makeup, lip, and face products

163× Creators Reached6.5× Sample Requests5× Sample Approvals

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163×

Creators Reached

6.5×

Sample Requests

5×

Sample Approvals

About ColourPop

Affordable beauty, amplified by creators

ColourPop is a direct-to-consumer cosmetics brand with a cult following in eye makeup, lip, and shadow. Its TikTok Shop program runs on high creator volume, with hero products like Shadow Stix anchoring a broad, always-on affiliate motion.

The brand joined Reacher Plus in early 2026 to scale that motion with more throughput, tighter targeting, and real-time operational visibility.

The Challenge

Scaling approvals without visibility

ColourPop's TikTok Shop program needed more throughput at the sample-request and approval stages to keep pace with its activation goals.

Stronger tier activation, especially at the mid- and upper-tier creator levels, was lagging, and the team lacked real-time insight into what outreach was actually happening day to day. The result was a program that looked active on the surface but couldn't be steered or scaled with confidence.

When the team looked at the underlying activity, the volume reaching creators and moving through approvals didn't line up with the program's growth goals — and there wasn't a clean way to see it in real time.

The Solution

What Reacher Plus Did

Reacher Plus stepped in as an embedded extension of the ColourPop team, layering transparent execution on top of focused outreach, hero-product targeting, and campaign-grade strategy.

Real-time transparency

The brand's team can log directly into Reacher to see every piece of outreach as it happens, with the ability to message and redirect focus across product IDs on demand.

Hero product targeting

Consistent, sustained outreach anchored to ColourPop's hero product IDs kept top sellers front and center while pushing activation into stronger creator tiers.

Custom campaign

A custom campaign calendar built from past Super Brand Day insights, structured messaging per touchpoint, video incentives, and weekly tracking against specific creator video goals.

Reporting and strategic pivots

Consolidated reporting across TikTok Shop and Shopify affiliates, plus weekly tracking against video goals and proactive pivot recommendations whenever the program hit saturation or needed to shift focus.

The working model is a single team, not an agency and a brand at arm's length — strategy, pivots, and ad hoc requests move back and forth in the moment, with the brand's team directing focus and Reacher Plus executing and flagging what to adjust next.

The Result

In one month on Reacher Plus, ColourPop's TikTok Shop program moved from a flat baseline to one of the highest-velocity creator operations. Outreach, approvals, and sample throughput all scaled in step, with paid amplification activated as a new layer on top. The partnership now runs as a fluid, collaborative cadence building toward Super Brand Day moments and steady activation goals month over month.

Wins:

163× creators reached (a huge lift in outreach surface area)
6.5× sample requests (throughput scaled to match program ambitions)
5× sample approvals (activation pipeline consistently feeding content)
L3+ activation (now running consistently)

Before → With Reacher

Sample Approvals+5×

From 1,886 to 9,343

Sample Requests+6.5×

From 15,000 to 98,280

Creators Reached+162×

From 1,880 to 305,555

From zero to 305K creators

+163× in two months

Reacher Plus operates as an offshoot of the brand's team — shooting ideas back and forth, strategizing new launches together, and adjusting direction in real time to keep hitting activation goals.