There are non-scam companies on TikTok. I don’t use it but it’s easy enough to see. People use it to hustle their marketing and advertising, some people even hire to fill that role.
First example that comes to mind is from years ago, but a dude started and grew a business in Miami for selling exotic fruits that are unique to Florida to anyone online. Something like $100 for a seasonal, shipped overnight, cooler of exotic fruits with info/instructions. He got a girlfriend and she made their popularity explode using TikTok. The best way I can describe her videos is making it seem like you’re bougie if you subscribe to their seasonal boxes monthly.
Whatever she did worked though. Not a scam, you pay and get the fruit.