BASED
Simple. Effective. BASED.
3,000,000+ customers have made the switch. 200,000+ five-star reviews worldwide.
About BASED
BASED is the new gold standard of men's personal care. Sea Salt Spray, Texture Powder, Hair Clay, and a full clean routine with no parabens, no sulfates, and full ingredient transparency, formulated and filled in the USA. The whole brand runs on one belief: confidence shouldn't come at the cost of your health. BASED is one of the top-grossing beauty brands on TikTok Shop, and almost all of that growth comes from creators posting real transformation content. Real application, real results. Proof, not promises.
No parabens. No sulfates. Full ingredient transparency, formulated and filled in the USA.
About $5M in U.S. TikTok Shop sales in February 2026, the #4 top-grossing beauty brand on the platform that month.
Backed by 200,000+ five-star reviews worldwide.
Sea Salt Spray and Texture Powder each have thousands of reviews and endless before-and-after potential.
A note from the BASED founder
BASED started behind the chair. Lance Baker built a huge following as a barber posting men's hair transformations on TikTok, and every day clients asked him what products they should actually use. He couldn't find anything that met his standards, so he made his own. Lance launched BASED in 2022 with co-founder Alankar Khanna to build men's care with ingredient transparency and no compromises. It took over TikTok Shop the same way it started: one honest transformation at a time.
Product Categories
The products BASED creators feature on TikTok Shop
Sea Salt Spray
Instant fluffy, beachy texture.
Texture Powder
The viral flat-hair fixer. No white residue.
Shampoo
Clean, sulfate-free scalp care.
Hair Clay
Matte texture and strong hold.
What BASED Creators Earn
Your first 90 days. Nail the before-and-after format and find your angle.
Consistent transformation content that converts, across the full routine.
You're a top Based creator. Your content sets the bar for the category.
Content Guidelines
BASED content is transformation content. Show real application and real results: flat, lifeless hair to full, natural texture in seconds. Keep it simple and honest. No hype, no gimmicks. The clean ingredient story (what's not in the bottle) is a proven angle, and before-and-after is the format that built this brand.
Ready to create for BASED?
Graduate from University Of Generated Content and get direct access to the BASED creator program.
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