Joy Mangano has spent decades as undisputed queen of shopping channels. Her reign of renown as an inventor and entrepreneur began in the ’90s with the Miracle Mop, a self-wringing mop she made out of pure frustration with the traditional model. She went on QVC to sell it, and moved 18,000 units in half an hour.
Since then, she’s invented dozens more products, racking up billions in sales, and became the top host at former QVC competitor HSN. (QVC acquired HSN in 2017.) She also inspired Joy, an Oscar-nominated film starring Jennifer Lawrence that tells the Miracle Mop story and is now being turned into a musical going onstage this summer. No big deal.
All that being said, you’d probably expect that, with her sales track record and such deep roots in TV shopping networks, Mangano might go a traditional route to reach consumers with her next products.
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Instead, she’s going to TikTok Shop.
And she’s doing that by partnering with ecommerce startup Orca, which has sold over $100 million on TikTok Shop in the last 12 months with brands like e.l.f Beauty, Esteé Lauder, Alicia Keys‘ Keys Soulcare, SKINN, and KimChi Chic Beauty.
Orca will bring the full range of Mangano’s botanical-based cleaning brand, CleanBoss, to TikTok Shop, including its line of disinfectants, its fruit and veggie wash Eat Cleaner, and its most recent addition, laundry detergent sheets.
“For decades, I’ve had the joy of coming into people’s homes through television, sharing innovations that make life better,” Mangano says. “Now, with TikTok Shop and our incredible partners at Orca, we’re once again going to reimagine what it means to shop from home. I couldn’t be more excited to bring the CleanBoss revolution to even more people across the country!”
Max Benator, Orca’s co-founder and CEO, adds, “It’s an honor to partner with Joy and the entire CleanBoss team. They’ve assembled an incredible group of industry leaders behind CleanBoss and the results are evident in the product and the brand that they’ve created. TikTok Shop and social commerce are a natural extension for CleanBoss. We’re looking forward to amplifying this wonderful brand to audiences across the social internet.”
Orca says it will handle all TikTok Shop distribution of CleanBoss, and will also market the products through shoppable livestreams, creator affiliate programs, short-form videos, and “targeted performance media.”
Orca has been around since 2020, and has become known for its work with digital content creators. But Mangano is a notable snag–someone who’s coming over from the iconic shopping channels that laid the old-school foundation for TikTok Shop’s social selling. Her decision to work with Orca and focus efforts on selling through TikTok Shop show that the hub is not only catching the eye of digital-first creators and brands, but also the legacy inventors, entrepreneurs, and brands who drove billions of dollars in sales in the ’90s and early 2000s.
To kick off the partnership, Orca’s putting together a livestream where Mangano and actress/TikTok Shop product recommender Kelly Kruger Brooks will go live on TikTok June 5, mirroring the selling marathons Mangano once hosted on QVC and HSN.
The duo will spend their stream doing product demos, offering insider ‘hacks’ for creative uses, chatting with fans, and offering exclusive deals.
“With millions of fans between them,” Orca says, “Mangano and Kruger Brooks are poised to break records, ignite trends, and redefine the future of real-time retail.”
