what?! This brand with annual sales of over 100 million in Southeast Asia actually comes from Guangzhou!

In Southeast Asian countries such as Indonesia, Malaysia, and the Philippines, skincare brandsSKINTIFICare quietly emerging in such a way:

Consumers onTikTok madly share their purchases, beauty bloggers spontaneously review and recommend, and even many local users have not realized that this seemingly completely 'localized' brand actually comes from Guangzhou, China.

SKINTIFIC is a beauty brand incubated by Guangzhou Feimei Network Technology Co., Ltd. It has been online for only two years, and in 2022 it won the global sales champion of TikTok Shop, and even won the category TOP1 on multiple overseas platforms.

So, suchan overseas brand how to makemanylocals think it is a local brand?

Image source:SKINTIFIC

Global native brands deeply cultivate Southeast Asia

According to data,The success of the SKINTIFIC brand first benefits from its global native brand positioning.

Unlike brands that first succeed in the domestic market and then turn to overseas, they have set their sights on the Southeast Asian market from the beginning, especially Indonesia, a country with huge potential.

This direct growth strategy allows the team to gain a deeper understanding of local consumers' needs and habits, thereby developing products that better meet their preferences.

Image source: Feimei

In product development,The SKINTIFIC brand team pays great attention to localized innovation. They deeply study the climate characteristics and skin type differences of the Indonesian region, and also closely follow local trends and consumer psychology.

This makesSKINTIFIC's products maintain high quality while also possessing unique market appeal.

In October 2021, the SKINTIFIC brand launched on TikTok Shop, and within just one year it grew into a top personal care brand in Indonesia.

As ofearly September 2025, the total sales of the brand's Indonesian small store reached nearly 8.4 million items, with total sales exceeding 89.4 million US dollars(This is rough calculation data; the actual situation is subject to official figures)。

Partial store overview Image source:Fastmoss

Market opportunity: explosive growth of the Southeast Asian beauty industry

The success of the SKINTIFIC brand largely stems from a deep understanding of the Southeast Asian market.

Data shows,In 2022, the revenue of the Southeast Asian beauty and personal care market reached $30.85 billion, and by 2028 it will exceed $38.96 billion.

Among them, Indonesia, as the largest single market in Southeast Asia, hasa population of 270 million and a young demographic structure (average age 29.7 years), providing a huge consumer base for beauty brands.

Indonesia has a tropical climate with strong sunlight year-round, plus the local diet tends to be spicy and greasy, and young people generally stay up late, making skin problems like acne and pimples a daily concern for many.

Against this market backdrop, demand for problem skin care continues to rise, especially as young consumers are more inclined to find affordable, fast-acting over-the-counter skincare solutions. This has provideda broad market space for brands like SKINTIFIC that focus on solving problem skin.

Data source:Statista Market Insights

"Saturation marketing" penetrates regional markets

SKINTIFIC's rapid breakout also benefits from its dual-drive of "product + marketing".

On one hand, it precisely targets local users' skin pain points, meeting market demand with targeted product selection; on the other hand, it leverages a social media matrix for concentrated promotion, achieving explosive brand growth.

1. TikTok strategy: comprehensive occupation of social media ecosystem

OnOn TikTok, the SKINTIFIC brand has built a complete account matrix.

It is conservatively estimated that the brand currentlyoperates no less than 30 various accounts on the TikTok platform, covering multiple mainstream Southeast Asian countries such as Indonesia, Thailand, the Philippines, etc.

This multi-account matrix operation model not only ensures brand exposure in various regional markets but also allows for precise content delivery and interaction based on user characteristics in different areas.

Partial account status Image source:TikTok

Taking the Indonesian account with the most current followersTaking @skintific_id as an example, this account has accumulated 3.6 million followers so far, with total video views reaching nearly 3.015 billion, bringing widespread influence to the SKINTIFIC brand.

Their videos mainly revolve around the hot-selling products in the live-streaming room, featuring content such as effect comparisons, ingredient explanations, and scenario-based promotions. The view counts are very stable, all above ten thousand.

Image source:TikTok

As for live streaming,SKINTIFIC implements a high-intensity live streaming strategy, with each of its official accounts broadcasting for long hours every day as hosts take turns to cover users across different time periods.

From a data perspective, the effect of this strategy is also very good, the brand's Indonesian account recentlyIn 28 days, 24 live streams were conducted, with an average sales per session reaching 1.169 billion rupees (approximately equivalent to 507,000 RMB).

Image source:Fastmoss

It is worth noting that, inSKINTIFIC brand's livestream room highlights best-selling products and current discounts, which not only helps retain customers but also contributes to sales conversion in the livestream.

For example, in the live broadcast room of the Indonesian account, they will"9.9 promotion" is highlighted, and while the streamer quickly showcases items, they continuously emphasize the product's discounts and deals.

Judging from the floating comments in the live stream, the overall activity and interaction effect of the broadcast were very good, with many similar"How much is the sunscreen?" "What's the difference between the moisturizer and the new version?" and other product-related effective reviews.

Image source:TikTok

2. YouTube Strategy: In-depth content reaches users

andUnlike the short, fast-paced content on TikTok, SKINTIFIC brand adopts in-depth content narrative on YouTube. Beyond product promotion, they strongly associate the brand with feminism, binding the products to the social issue of women's self-worth.

For example, on last year's Indonesian Women's Day, they recorded women in different positions in the form of a documentary.Through the lens, they showcase the challenges and perseverance they face in their work, as well as their pursuit of self-worth.

Ultimately, this series of videos received over3 million views played a significant role in building the brand's image.

Image source:TikTok

Think globally, act locally.

The story of SKINTIFIC confirms a trend: the overseas expansion of a new generation of Chinese brands is shifting from manufacturing exports to brand output.

From a broader perspective, emerging markets such as Southeast Asia, Latin America, and the Middle East are still in a phase of rapid e-commerce penetration, with a clear trend of consumption upgrading. Especially in categories like beauty, personal care, and home, China's supply chain advantages combined with digital operation capabilities are expected to incubate more regional leading brands.

Facing thismarket, the only limit may be our imagination and execution.

A vast world, full of opportunities. Now is the time to set offgoodmoment！