Shae Thompson, 29, discovered a gap in the market for a hairbrush suitable for slicked-back hairstyles after struggling to find one that met her needs. Her search, which began in August 2024, revealed a lack of aesthetically pleasing and functional brushes for this specific style, often associated with the "clean girl aesthetic" popularized by celebrities.
Thompson, who worked as a social media manager at the time, decided to leverage her existing audience on TikTok to launch her own product. She partnered with a supplier and, after five rounds of samples and testing, developed a brush with a wooden handle, boar bristles, and nylon. This process culminated in a market-ready product by December 2025.
Her business, GRIP, officially launched on TikTok Shop in March 2026. To build initial momentum and generate content, Thompson gifted brushes to numerous celebrity hairstylists. This strategy proved effective, with stylists using the product on celebrities such as Molly-Mae Hague, Leigh-Anne Pinnock, and Ella Thomas. The brush also received endorsements from figures like Andrew Fitzsimons, known for styling Kim Kardashian and Madonna.
During the launch week, the MOBO Awards and the Brit Awards provided additional exposure. Samie Elishi, a winner of Love Island All Stars, publicly praised the brush shortly after its release. The product was also reviewed by beauty entrepreneur P.Louise.
Thompson self-funded the business with income from her freelance social media work, avoiding external investment or dipping into savings. Her initial costs, including samples, stock, packaging, and branding, totaled £4,000. Within a month of launching, the business broke even, generating over £10,000 in sales.
Thompson's brand sells exclusively through TikTok Shop, with 77% of its revenue originating from the platform. The business has achieved 8.8 million organic views without paid advertising. On peak days, sales can exceed £1,500, with over 100 brushes sold. Steady days typically see between 30 to 40 units sold.
TikTok Shop's promotional tools, such as subsidized flash sales, have assisted the business in gaining traction. Thompson manages the business independently, with occasional assistance from her family for packaging. Stock is stored in her two-bedroom flat, with a largest restock comprising 5,000 brushes.
Thompson continued her freelance work until July, when demand necessitated a full-time commitment to her business. Her core advice for aspiring entrepreneurs is to listen to their audience, remain genuine, and be passionate about their product. She emphasizes documenting the business journey transparently to connect with customers.
The business is on track to surpass six figures in sales within its first six months. Thompson's client base primarily consists of women styling slick-back looks, mothers purchasing for daughters, gymnasts, female footballers, cabin crew, and individuals with diverse hair types. She stresses the importance of not rushing product development and ensuring quality and suitability for all users.