How can a young man from Shanghai start a new business and create a best-selling overseas contact lens brand within 4 years?

Can you imagine it? How could a newly established colored contact lens brand break out from the domestic market, enter the US market, and successfully attract young consumers worldwide in just four years?Moody has done it.

Driven by K-pop and beauty culture, the colored contact lens category has seen unprecedented growth globally. With its unique positioning of "comfort, color, and fun," Moody has successfully opened the doors to overseas markets such as the US, rapidly growing from an almost unknown small brand to a rising star in the colored contact lens industry with annual sales of 1 billion.

Starting Locally, Focusing on Emotional Resonance

Moody's founder, Ciran, had two entrepreneurial experiences in his early years. Although his initial attempts were not successful, these experiences gradually helped him understand market needs and consumer pain points. Through reflection and practice, he discovered that colored contact lenses are not just about "looking good," but can also move consumers through comfort and emotional resonance.

“We are not just selling glasses, we are selling confidence and emotion.” Ciran once said in an interview. Moody's brand philosophy starts from this point—the product design must meet aesthetic needs as well as consumers' pursuit of comfort and personalization. Initially, the brand gained some attention in the domestic market through its exquisite and comfortable colored contact lens series, but soon realized that success in the domestic market alone was far from enough; going global was the future growth point.

Moody founder Ciran

Social Media and Cross-border E-commerce: Precise Operations and Overseas Expansion

Effective operation of social platforms is one of the keys to Moody's successful globalization. By deploying on platforms such as TikTok and Instagram, Moody conveys its youthful brand image to overseas consumers.

1. TikTok: Precise Traffic Acquisition and Social Interaction

With the explosion of short video platforms, Moody seized this trend, achieving rapid brand exposure through TikTok's strong traffic and youthful user base.

Currently, Moody's official TikTok account has accumulated 30,000 followers, with the number of followers steadily increasing.

Image source: Tabcyt

On TikTok, Moody mainly collaborates with beauty bloggers and social influencers to showcase its products to a large number of potential consumers. For example, TikTok blogger @triciambeguiaa posted a wearing demonstration video that not only showed the effect of Moody colored contact lenses but also cleverly drove brand topics through detailed makeup breakdowns, achieving 4.2 million views.

TikTok blogger @triciambeguiaa's wearing demonstration video

In addition, the brand further expanded its social media influence through the #moodylenses hashtag. User-generated content (UGC) on the platform also brought extra exposure to the brand, forming widespread social discussions and brand recommendations.

TikTok hashtag #moodylenses

2. Instagram: Visual Marketing and Brand Image Building

Unlike TikTok's short video interactivity, Instagram focuses more on showcasing the brand's image and product features through exquisite visual content. Moody posts a large number of beautiful product images and wearing effect photos on Instagram, attracting users' attention with high-quality visuals.

Currently, Moody has accumulated 133,000 followers on Instagram. Through precise content marketing, Moody has gradually established a brand image of fashion, beauty, and comfort on the platform.

Moody brand Instagram account status

Independent Website: The Pillar of Brand Globalization

In addition to social media, Moody also promotes its overseas expansion through its own overseas independent website. Through personalized design and customized shopping experiences on the independent site, the brand ensures a smooth shopping experience for consumers.

To meet the special shopping needs of colored contact lens products, Moody has added a special add-to-cart bag function for colored contacts on its independent site, optimizing the user experience.

Through its overseas independent website, Moody has not only increased brand awareness but also reduced intermediaries through direct sales, improving profit margins.

Moody brand overseas independent website

Conclusion

Moody's success is not just the story of a brand, but an example of capturing the potential of the global colored contact lens market through social media marketing and independent website operations. With the support of cross-border e-commerce and social platforms, Moody has successfully brought a domestic brand to overseas markets, providing valuable experience for other small and medium-sized brands going global.

With the continued growth of the beauty economy, global demand for colored contact lenses and other beauty products will continue to expand. For brands intending to enter overseas markets, there are still many opportunities in the future.