The Rise of Douyin, Viral Marketing & C-Beauty Brands You Need to Know
We take a deep dive into the boom of rising Chinese beauty brands, their marketing strategies and why Douyin beauty is not going away any time soon
After navigating the challenges of the Chinese market, emerging cosmetics brands are steadily mastering the art of capitalizing on growth opportunities through e-commerce platforms like Douyin. According to Feigua Data, Douyin's cosmetics sector generated a staggering $13.6 billion (RMB 97.7 billion) in the first half of the year, marking a remarkable 28% year-on-year increase. If this trend continues, the beauty industry's GMV on Douyin could soar past $27.8 billion (RMB 200 billion) by 2024, positioning Douyin as a formidable competitor to Taobao in the cosmetics arena.
Despite an overall decline in the cosmetics industry during this year’s 618 shopping festival, beauty sales on Douyin defied expectations with a remarkable 107% increase compared to last year. This underscores Douyin’s dual role as both a powerful marketing hub and a "golden lever" driving the success of cosmetics brands.
Leading the charge on Douyin in the first half of the year were domestic powerhouses such as Kans (韩束), which claimed the top spot, and Proya (珀莱雅), which secured second place. Guyu (谷雨) also made a strong showing, landing eighth. Despite the turbulence of China’s recent market fluctuations, these homegrown brands have leveraged their agility to achieve impressive sales growth by seizing opportunities on personalised digital platforms like Douyin. The success of these brands offers valuable lessons for cosmetics companies worldwide.
Tapping Into Consumer Desires
Funny Elves (方里), one of the fastest-rising cosmetics brands in recent years, credits its success to a deep understanding of e-commerce platforms driven by personalised content. Sales Director Jiang Shen explains that unlike traditional e-commerce platforms where consumers search with specific needs in mind, Douyin’s data-driven platform allows consumers to discover products through engaging content tailored to their interests. This discovery-driven model has allowed new brands like Funny Elves to rapidly expand their reach to potential customers.
Since 2022, Funny Elves has been partnering with mid-level influencers on Douyin to promote its soft powder, which promises to perfect skin and minimize blemishes. This strategic collaboration propelled the brand’s monthly sales from $278,963 (RMB 2 million) in January 2022 to nearly $3.48 million (RMB 25 million) by year’s end. By 2024, their powder had become the best-selling product in its category on Douyin.
To make the product more relatable, Funny Elves crafted commercials set in everyday scenarios—outdoor activities, gyms, and swimming pools—highlighting the product’s versatility and effectiveness. This approach captivated consumers' attention, making it easier for them to engage with the brand and make purchases through the comments section. By directly addressing consumers' anxieties, Funny Elves has employed a smart, targeted strategy that international cosmetics brands should take note of.
Riding the Viral Wave
Judydoll, a domestic Chinese cosmetics brand founded in 2017, quickly recognized the potential of Douyin’s e-commerce platform. As one of the first brands to dive into this space, Judydoll has since become a trailblazer in leveraging Douyin for business growth.
E-commerce Director Dong Chunyan has been enhancing collaborations with Douyin influencers since 2020, using the platform's content ecosystem to boost sales. One standout success is Judydoll's ultra-thin eyeliner, renowned for its precision in defining lower lashes—a trend that resonates with today’s Douyin makeup enthusiasts. The product's effectiveness has made it a favorite among beauty aficionados, helping the brand secure its position in the market.
Judydoll’s creative marketing strategies, such as celebrity partnerships and keeping the product buzz alive, have been pivotal in driving sales. For instance, their Mother’s Day campaign featuring actress Zhang Yuqi garnered nearly 250,000 likes. The brand further amplified this momentum by live-streaming the event, featuring Zhang and her mother. The viral success of their cushion foundation, which amassed over 110 million views, has significantly bolstered Judydoll’s brand visibility.
To excel on Douyin, brands must tap into trending conversations, whether they revolve around celebrities, holidays, or current topics. The effectiveness of a brand’s marketing strategy is often what sets it apart in this competitive landscape.
Emerging Brands Making Waves
Joyruqo (娇润泉), a newcomer in the skincare sector launched in 2022, recognizes the intense competition in the e-commerce space. Yet, the brand is determined to carve out a place for itself on Douyin.
General Manager Wang Zhong emphasizes that for new brands, visibility is the ultimate deciding factor. "Even if a product is high-quality, it holds no value if it's unknown to the public," he states. With Douyin boasting over 800 million daily active users, the platform offers a vast opportunity for exposure.
To capitalise on this, Joyruqo has adopted a straightforward strategy: partnering with top influencers. Since May 2023, the brand has seen rapid growth on Douyin, consistently ranking among the top five cosmetics brands for four consecutive months.
Joyruqo’s approach involves embedding product purchase links into short videos that showcase key moments from influencer livestreams. Each video hones in on one or two products, ensuring a focused, impactful message that drives traffic and sales.
This strategy has paid off handsomely, helping Joyruqo create a viral sales phenomenon. As content creation on Douyin continues to flourish, the platform remains a "gold mine" for young beauty brands seeking to elevate their visibility and drive sales.
However, after achieving initial growth, domestic cosmetics brands must focus on long-term promotion strategies. The current trend of heavy investment in influencer partnerships may yield short-term results, but sustainable success requires a balanced approach. Core goals such as reducing marketing costs, retaining customers, and building a loyal consumer base will be key to ensuring future profitability and lasting growth.
