Sales exceeding 25.38 million US dollars! Sleep facial mask has become the new "just need" of Americans

Nowadays, the skincare market can be described as “fiercely competitive.” Hydration, anti-aging, firming, repairing—every brand presents their products in dazzling ways, making it hard for consumers to choose. Often, the more consumers see, the pickier they become.

But there is one brand that has managed to carve out its own space in this fiercely competitive red ocean, and that isMedicube.

So far, the brand has achieved over519,500 orders and $25.38 million in sales on TikTok Shop US (about RMB 186 million).

So what exactly makes Medicube so popular?

Let’s take a deeper look together.

Image source: Internet

01

Sales Performance Goes Viral

Medicube has consistently ranked among the top sellers on TikTok Shop US, making it a “long-term winner.”

According to EchoTik data, the brand sold 79,200 items in the past month, with total sales reaching $3.6 million (about RMB 26.39 million). In the “competitive” skincare track, such sales figures are truly impressive.

Image source: EchoTik

As for their sales “main force,” it has to be the wildly popular sleeping mask, with monthly sales of nearly $716,200 (about RMB 5.25 million).

After all, for modern people, “staying up late and using the most expensive mask” has become routine (this applies to young people worldwide). Plus, this mask features rinse-free skincare, directly catering to the needs of lazy and night-owl consumers, so it’s no surprise that sales are booming.

Image source: EchoTik

Additionally, Medicube’s pricing strategy is quite sophisticated. Their products range from $1.99 to $885.00, with an average price around $105.50. Although not cheap, for consumers seeking high-quality skincare, this price range is considered “worth investing in.”

In the end, skincare is something that hurts when you spend money, but feels great when you use it.

With the boost from video marketing, Medicube leverages influencers to showcase user experiences and skincare results, allowing consumers to see real feedback and easily get “influenced.”

It can be said that this brand not only has solid products, but also understands user psychology perfectly. Their impressive sales are a natural result.

Image source: TikTok

02

Account Operation Skills

Medicube’s strong sales are closely tied to their dedicated TikTok account management.

When you open their account @medicube_official_shop, the first impression is down-to-earth. There’s no exaggerated hype, just practical skincare guidance. The content includes professional skincare science as well as everyday sharing, making it very useful and hard to resist scrolling through more posts.

Currently, the account has 79,200 followers and over 197,500 likes. Although the follower count isn’t huge, engagement is very active. Videos teaching how to use products and solve skin problems always spark lots of comments.

Some ask serious questions, like “Can this mask be used for sensitive skin?” “Is it fragrance-free?” Others express genuine feelings in the comments, saying “Staying up late, this is my lifesaver.”

Image source: TikTok

The account’s replies are also spot-on—not only timely, but also light-hearted and sometimes with a little emoji, making it feel very personable. Such interaction makes people feel Medicube isn’t just selling products, but sharing skincare knowledge and tips from the user’s perspective. Gradually, people’s goodwill toward the brand naturally increases.

Image source: TikTok

03

Influencer Marketing Tricks

On TikTok, Medicube’s short video marketing is also very effective.

Data shows that in the past month, they collaborated with 248 influencers, releasing 403 product promotion videos. This mass promotion strategy keeps Medicube’s skincare products constantly in users’ sight, with excellent “influencing” results.

Image source: EchoTik

According to third-party data, influencer marketing is a “divine assist” for Medicube, directly contributing 97.18% of sales, totaling $24.66 million (about RMB 180 million). With such a high proportion, influencer collaborations truly support the majority of sales, and the effect is obvious.

Image source: EchoTik

For example, influencer @soo.shops had a particularly outstanding video. She started by saying, “Finally got the same mask as Hailey Bieber!” Actually, it’s Medicube’s Collagen Salmon Mask. In the video, she applies the mask while sharing her experience, showing a “genuine love” attitude. This “celebrity effect + real experience” approach works instantly.

This video quickly reached 1.7 million views and 29,700 likes. The comments section was lively: “Alright, I’m sold!” “Looks really good” “I need this!” Clearly, this celebrity-driven strategy is very effective.

Image source: TikTok

04

Live Streaming Data Is Impressive

Medicube has also reached new heights in live streaming sales.

Data shows that in the past three months, they partnered with 3,300 influencers, held 8,200 live streams, sold 104,600 items, and achieved sales of over $5.1 million (about RMB 37.39 million). Such frequent live streams require not just quantity, but quality, which Medicube delivers.

Image source: EchoTik

The most impressive data comes from the October 25, 2024 live stream by influencer @justlistentojoe. In less than two and a half hours, the stream sold 186,800 items, with sales reaching $6.6 million (about RMB 48.38 million), and a staggering conversion rate of 17,785.81%. These numbers are hard to believe, but they truly happened.

Medicube’s live streaming strategy is clear: high frequency, reliable influencers, and authentic, non-exaggerated content. Viewers see practical product explanations and real user experiences—no flashy tricks, just down-to-earth content that builds trust.

Ultimately, they rely on solid products and genuine sharing, not gimmicks. For other brands, this step-by-step live streaming model is definitely worth learning from.

Image source: EchoTik

Final Thoughts

Medicube’s success actually gives us a very practical inspiration: with solid product quality, authentic and useful content, plus suitable influencer and live streaming collaborations, sales will naturally rise.

In short, to do well on TikTok Shop, you really don’t need flashy tricks. Focus on user needs, refine your products, create great content, and the market will respond.