Global TikTok Seeding Agency

We run K-beauty TikTok seeding in North America and worldwide — on 1,500,000+ creators we mapped ourselves.

PLAYLAB is a Seoul-based TikTok creator seeding agency for K-beauty and consumer brands. We run product gifting campaigns end to end — sourcing creators, reaching out, shipping product, tracking uploads, reporting results — with North America, Southeast Asia, Korea and Japan as core markets and coverage worldwide except China and Hong Kong, Japan included. Our own dataset of 1,500,000+ global TikTok creators is how we decide who receives your product.

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Brands we've partnered with — beplain, Refilled, Dr.Different, EPAIS, VARUZA, Esther Formula, Laka, Foodology, SKIN1004 and Dongwon

+ more...

Is this a fit?

You buy a managed campaign, not a creator list

PLAYLAB owns the work from creator sourcing through reporting. The published operating conditions below are the reference point before you book.

One team, end to end

Creator sourcing, outreach, product shipping, upload verification and performance reporting are handled by one team.

Billing follows live posts

We bill per live uploaded content — not per creator contacted or product shipped — from a 100-post minimum. Product, international shipping, customs clearance and duties are separate.

Read the conditions first

See the full scope, coverage, recovery and billing conditions before deciding whether the operating model fits.

View published operating conditions →

Our Approach

We pick creators who can understand the product — not creators who will simply post it

That is the principle every campaign we run is built on. Unpaid seeding works when the person opening the box already wants what is inside, so the work is in the selection: who gets sent product, and why. We run K-beauty and consumer-brand gifting campaigns in North America first and worldwide except China and Hong Kong, and we screen every shortlist against our own dataset of 1,500,000+ global TikTok creators — country, follower tier, content category, skin type and tone, and how each creator's videos have actually performed — before a single parcel ships.

We source, you approve

We build the creator list ourselves out of our own dataset — nano to mega tier — and put it in front of you before shipping. No bought list, no blind send.

Selection by attribute, not by feel

Every creator in our dataset is resolved into queryable fields — country, follower tier, content category, skin type, skin tone, contact channel, performance metrics — so a K-beauty shortlist for the US is a query, not a hunch.

We do the outreach and the shipping

Contacting creators, collecting addresses, handling parcels and chasing follow-ups is our job, not your team's. Brands send product to us or to our logistics partner; we take it from there.

Recovery is the number we answer for

Unpaid seeding does not return 100% — ours averages a 60–70% posting rate, and we size shipment volume against that figure up front instead of promising the number we cannot deliver.

How We Operate

A campaign run on records, not on a spreadsheet

From the moment a parcel leaves to the final report, our team runs the campaign inside software we built for ourselves — uploads tracked automatically, performance rolled up per round, and creator attributes carried through so the next round is chosen better than the last. You get the read-out; we do the running. It is operations tooling for our own team, not a product we sell or license.

All creators (215) ×

CreatorViewsLikesUploaded

@beautyforall 432.8K 47.5K ↑ Mar 15

@anlinaa 214.4K 23.9K Mar 14

@soylitaa 187.1K 13.1K Mar 13

@techtrends 98.5K 8.2K Mar 12

Automatic upload tracking

Every shipped creator is watched for the post. Who uploaded, when, and what it did — collected for us, so nobody on your side or ours is checking profiles by hand.

Campaign performance by round

Views

R1R2R3

Viral videos

R1R2R3

Engagement

R1R2R3

Performance reporting

You receive a report per round: shipments sent, content recovered, views and engagement across multiple time windows — with round-over-round movement, so the campaign can be steered while it is running.

Performance by creator attribute

Avg engagement · skin type

Oily8.2%

Combination6.7%

Dry5.1%

Normal4.3%

Creators by market

US 38% UK 22% KR 15% JP 12%

Creator attributes, read back as learning

Because we know each creator's country, tier, category, skin type and tone, we can tell you which kind of creator actually worked for your product — and send the next round to more of them.

Data & Coverage

What we run campaigns on: a creator dataset we build ourselves

An agency is worth what its creator list is worth, so we stopped renting one. We operate a continuous crawling and enrichment pipeline that builds and refreshes our own dataset of 1,500,000+ global TikTok creators across worldwide coverage excluding China and Hong Kong, with creators in 240+ countries and regions and 60+ markets with 1,000+ creators. Our core markets are North America, Southeast Asia, Korea and Japan; they are not a coverage limit. Every creator carries queryable attributes — country, follower tier, content category, skin type, skin tone, and contact channel — and performance scored across 15-, 30-, 60-, and 90-day windows. That is what lets us build a K-beauty shortlist for the US or Canada in a day instead of a fortnight, and it is why we can take on 1,000+ seeding placements a month for a single brand. The campaigns themselves we run in every country except China and Hong Kong, Japan included.

1,500,000+

Global TikTok creators we can source campaigns from

Markets covered, from the US and UK to Japan, Korea, and SEA

15/30/60/90d

Performance windows we screen each creator on

🇺🇸🇬🇧🇯🇵🇰🇷🇸🇬🇮🇩🇲🇾🇵🇭🇮🇳🇹🇼🇭🇰🇪🇸🇭🇷🇨🇦

1,500,000+ creators

across 240+ countries and regions worldwide, with 60+ markets holding 1,000+ creators

How A Campaign Runs

Sourcing → outreach → shipping → tracking → reporting

Five stages, all of them ours. A brand supplies the product, the market, and the volume; we do the rest and come back with content and a report.

Sourcing

We query our own dataset for creators who fit the product and the market — K-beauty creators in the US and Canada, say — filtered on category, tier, skin type and tone, and recent video performance. You see the shortlist before anything ships.

Outreach

Our team contacts every creator, explains the brand and the product, agrees the terms of the gifting, and collects shipping details. Creators are paid nothing for the placement — this is gifting, not a fee-based campaign.

Shipping

We handle the parcels — addresses, dispatch, tracking numbers, and the follow-up when a delivery stalls. Volume is sized against the recovery rate we expect, so the content target is met rather than hoped for.

Tracking & reporting

Uploads are picked up automatically and rolled into a per-round report — what posted, what it earned in views and engagement, and which kind of creator worked. That read-out sets the next round.

What we are building next

To make selection sharper, we are adding large-scale qualitative video-content analysis on Google Cloud Video AI / Vertex AI, plus models that predict which creators will post and which will perform — layered on the campaign signals we already collect. It is tooling for our own operations, not a product we sell.

Campaign References

Real creators from campaigns we have run

Unpaid-seeding placements we sourced, contacted and shipped — across tiers and markets, each one chosen for a specific reason.

Unpaid-seeding references:

Creator reach: 1.3M followers

Mega-tier reach

We found a mega-tier creator with real interest in using the product, and gifted it — putting the brand in front of that audience without a paid placement.

🇨🇦

Creator reach: 174K followers

High-craft content

A mid-tier creator seeded around a launch window, chosen for craft — the resulting video was good enough for the brand to reuse as ad creative.

🇰🇷

Creator reach: 178K followers

Targeted by audience

To reach Hispanic consumers in the US, we seeded US-based Hispanic mid-tier creators rather than buying broad reach.

🇺🇸

Creator reach: ~10K followers

Conversion-focused reviews

Nano and micro creators seeded in volume for experience-based reviews — the format that builds trust rather than reach.

Results

What brands get back from a campaign

We run K-beauty and consumer-brand seeding at a scale of 1,000+ placements a month, worldwide except China and Hong Kong. Two numbers we will always say out loud: the share of shipments that actually come back as content, and what the content did for the brand.

60–70%

Average posting rate on unpaid seeding — the figure we plan shipment volume against

+1400%

Amazon sales growth over 3 months during a brand's North America launch

We needed more than 100 pieces of content in three weeks — from inviting creators who actually fit to getting the content back, they closed it out inside the three weeks.

We were at the start of our North America launch. They designed the seeding structure for sales growth and ran it, and in three months our Amazon sales grew +1400%.

Team

The team behind PLAYLAB

PLAYLAB was founded in 2025 in Seoul, South Korea, and is developed within Korea University's Startup Station program. We are a small, bootstrapped team — no external or venture funding to date — that runs campaigns and builds its own tooling at the same time: the creator dataset, the crawling pipeline, and the operations software our campaigns run on. Everyone here spans data, product, and campaign operations.

Juhoon Shin

Co-founder & Co-CEO

Brand partnerships, campaign design and overall strategy.

Partnership inquiries

Steve

Co-founder & Co-CEO

Head of Seeding Strategy

Campaign structure, creator selection criteria and per-live-post billing, built on our 1,500,000+ creator dataset.

Articles by Steve

Jessica

Co-founder & Co-CEO

Head of Campaign Operations & Creator Growth

Creator outreach and relationships, day-to-day campaign operations, and turning shipments into published posts.

Articles by Jessica

About

About PLAYLAB

PLAYLAB (brand playxlab) is a TikTok creator seeding agency founded in 2025 in Seoul, South Korea, and developed within Korea University's Startup Station program. We run product gifting campaigns for K-beauty and consumer brands end to end — sourcing, outreach, shipping, upload tracking, and reporting — in North America first and worldwide except China and Hong Kong, Japan included, at a scale of 1,000+ placements a month. Behind that sits a proprietary, continuously crawled dataset of 1,500,000+ global TikTok creators we build ourselves, plus the operations software our own team uses to run campaigns; neither is sold or licensed. We are bootstrapped, with no external or venture funding to date. Next on the roadmap, and the reason we are building toward Google Cloud: large-scale qualitative video-content analysis using Google Cloud Video AI / Vertex AI, and models that predict which creators will post and perform.

Frequently asked questions

What is gifted product seeding?

Gifted product seeding is a campaign model where a brand sends products to creators with no paid media fee, and creators publish only if they choose to. PLAYLAB sources the creators, ships the product, verifies the uploads and reports the results as one team.

Which countries can PLAYLAB run seeding campaigns in?

Worldwide except China and Hong Kong, Japan included. Our core markets are North America (the US and Canada), Southeast Asia, Korea and Japan, and we run the same process across Europe (the UK, Germany, France), Australia, Japan, South Korea and Southeast Asia (Indonesia, Thailand, Vietnam, the Philippines, Malaysia, Singapore).

How does PLAYLAB charge for a seeding campaign?

We bill per live uploaded content — not per creator contacted and not per product shipped. Creators pay nothing: no participation fee, shipping fee, sample fee or deposit is ever requested.

What upload rate should a brand expect from gifted seeding?

We publish 60–70% for gifted seeding. It cannot structurally reach 100%, because a creator who received a product for free is never contractually obliged to post. A guarantee above 90% usually means the creator tier was lowered.

Before you ask us anything

Our operating conditions, published up front

Everything you would ask an agency, we publish about ourselves first. Ask other agencies the same questions and you have a like-for-like comparison.

Published operating conditions

Last updated 2026-10-08

Operating scale: We run 1,000+ creator collaborations per month for a single brand.How to check an agency can actually hold that volume →
Seeding coverage: Worldwide except China and Hong Kong, Japan included. Core markets: North America, Southeast Asia, Korea and Japan.What "worldwide" does and does not promise →
Proprietary creator dataset: 1.5M+ global TikTok creators we collect and maintain ourselves, with creators in 240+ countries and territories. Our deepest markets are 14, including the US, UK and Japan.What matching creators with data actually means →
Scope we own: Creator sourcing · outreach · product shipping · upload verification · performance reporting — end to end, one team.Platform or agency: who does the work →
Track record: 100+ campaigns, 10,000+ creators who completed, 15,000+ uploaded contents, 30+ brands.Which brands we have run seeding for →
Gifted seeding recovery: We publish 60–70%. It cannot structurally reach 100%, and a guarantee above 90% may signal that creator tier was lowered.Why a 60% upload rate is normal in gifted seeding →
Creator selection: Creators who had posted for two or more of our earlier campaigns posted about 1.4x as often as the campaign average; creators who had received a product and not posted came in below average. We pick each next campaign from per-creator history.Upload rate by creator history →
Upload timing: First videos usually go up within two weeks of delivery (median about 12 days), and the upload deadline is what sets the date. In a campaign that gave fixed posting dates, 93% posted within three days of them.When creators post after delivery →
Billing unit: We bill per live uploaded content — not per creator contacted, not per product shipped. KRW 60,000 per live post, from a 100-post minimum.What we charge per live post, and the minimum →
Creator-side cost: None. No participation fee, shipping fee, sample fee or deposit is ever requested.How to verify an outreach email from us →

These are our published operating figures, not a guarantee of a confirmed upload count for a given country, product or deadline. Tell us your target markets, product and timeline and we will scope a plan against those conditions.

Talk to us about your campaign

Tell us the product, the market, and how much content you need. We will come back with a seeding structure built for your situation — which creators, how many shipments, and what to expect back. A 15-minute call is enough to start.

Book a 15-min call Contact us