SKINTIFIC sold 800 million in two years, how did this brand achieve it

SKINTIFIC, a beauty brand, not only won the sales championship of small stores on TikTok Indonesia and Malaysia, but also won the global sales championship of TikTok Shop in 2022. It also achieved the top 1 category on Southeast Asian e-commerce platforms such as Shopee, Lazada, and Tokopedia.

SKINTIFIC, a skincare brand that focuses on skin barriers, stands at the top of Tik Tok’s global sales ranking. As is well known, skincare products are an essential part of every girl’s life. Est é e Lauder, the mystery of navy blue, and SKII are also well-known in everyone’s lives. However, why is SKINTIFIC quietly emerging in the Southeast Asian market and leading the sales champion for a long time

The benefits of SKINTIFIC:

Improve skin barrier issues such as acne, redness, dry skin, and rough skin.
Moisturize and moisturize for 24 hours.
Protecting and strengthening the skin barrier
Heroic ingredients: 5-fold ceramide, hyaluronic acid, centella asiatica, marine collagen
No alcohol, no para hydroxybenzoate, no mineral oil, no pigment, no cruelty

From the success of SKINTIFIC, how to establish the DTC brand and build the supply chain

Chinese experience and supply chain output, combined with marketing strategies, can quickly form brand breakthroughs

The outdated domestic supply chain of Indonesian brands and the relatively rigid brand structure of international beauty groups make it difficult for existing brands to provide the most beautiful beauty products to Southeast Asian consumers in a timely manner. And China’s supply chain, products, marketing strategies, and makeup experience can all be exported to the outside world, helping new brands break through.

1.High quality supply chain: With years of experience in international OEM manufacturing, China has formed a complete world-class beauty supply chain, which is more complete, faster, and cost-effective than the local supply chain in Indonesia.

2.Marketing gameplay: China is the birthplace of live streaming e-commerce, with talent and methodology accumulated in short video seeding, content delivery, live streaming sales, and anchor training.

3.Beauty experience: After years of development and dissemination, China has formed systematic makeup skills and techniques such as highlight, face repair, concealer, eye makeup, lip makeup, etc. Teaching beauty skills and comparing beauty effects are important ways of online marketing of cosmetics brands.

4.Product output: In the past decade, Chinese products have also evolved from channel brands, traffic brands to functional ingredient brands, during which there are a large number of segmented categories, ingredient combinations, and product positioning that can be referenced.

How do new brands enter the Indonesian market? We have summarized the following paths: 1.exploring blank positioning – 2.exploding large single products to gain high potential – 3.entering offline channels to expand brand radiation – 4.methodological precipitation and incubation of new brands – 5.growing into a multi brand group.

Exploring Blank Positioning: Searching for blank areas that are not yet fully covered by existing products, exploring new consumer needs and preferences, and launching targeted products and services to achieve differentiated brand positioning.
Boosting sales of large items to gain high potential: After finding a suitable positioning, polishing popular products, and attracting more target audience’s attention and purchase through concentrated resources and promotional efforts, can form a cognitive advantage in the minds of consumers and quickly expand market share.
Entering offline channels to expand coverage: After achieving success online, continue to enter offline channels and further expand coverage. Offline channels can bring more exposure and customer traffic to brands, while providing more direct product experiences and contact opportunities, which helps to enhance consumer trust and loyalty to the brand.
Methodology precipitation incubates new brands: Through successful brand experience accumulation, brands can precipitate an effective methodology. These methodologies can help better incubate new products and brands to meet the needs of different consumer groups, create more new brands, and further expand market share and influence.
Growing into a multi brand group: Through continuous development and innovation, as well as the reuse of successful methodologies, different brands can be launched in different market areas and consumer groups. Brands can grow into multi brand groups, enhancing competitiveness and market position.

Data shows that TikTok has a monthly active user base of 325 million in Southeast Asia and has been used by 15 million companies. At the same time, TikTok has become a valuable platform for businesses and creators, with small and medium-sized enterprises increasing their revenue by nearly 50% by selling products and services on TikTok. Moreover, over 80% of TikTok creators have increased their revenue through channels such as live streaming and brand sponsorship

Given the vast user base and future growth potential of TikTok in Southeast Asia, TikTok Shop, as a business, influencer, and user that deeply links TikTok and helps them achieve sales and growth, is expected to truly benefit the region and usher in a new round of development opportunities

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