Is a guasha board selling for $129? This brand is valued at over 200 million US dollars and has exploded in Europe and America!

A gua sha board in Chinamaynot be considered a novel item, and its price has always been very affordable.

But in overseas markets, a brand calledLANSHINhas managed to sell what appears to be an ordinary gua sha board for a high price of $129 after repackaging it.

Even more surprising, countless overseas consumers are flocking to buy it, making it a highly sought-after beauty tool onTikTok and Instagram. According to data,in August 2025, LANSHIN's independent site had a monthly revenue of about $200,700, with a conversion rate of 3.00%-3.50%, becoming a successful example of Oriental wellness culture going global.

Image source:LANSHIN

01

Brand Origin: From Traditional Chinese Medicine to a Global Brand

Reportedly,the founder of the LANSHIN brand, Wu Shiwen(Sandra Lanshin Chiu, Chinese-American)is herself a senior TCM practitioner. In her interactions with Western clients, she discovered a gap in the market.

Many international consumers are interested in TCM beauty therapies, but the market lacks scientific explanations and user-friendly products, so gua sha as a traditional therapy has not been widely accepted.

Wu Shiwen keenly realized that gua sha has a long history and wide application in China, but in the international market, especially in Western countries, it remains an untappedfield.

In 2012, she decided to combine this ancient therapy with modern science, launching products that meet contemporary consumer needs, thus giving birth to the LANSHIN brand.

The brand name is taken from the founder's name“Lanshin”, signifying that the brand is rooted in tradition while constantly innovating.

Brand story Image source:LANSHIN

02

Product Strategy: The Perfect Fusion of Ancient and Modern Wisdom

In terms of product design,LANSHINbranddemonstrates a keen grasp of market demand and strategic product planning.

They have chosen natural stones such as jade and rose quartz as the main materials for their products. These materials are already popular in Western beauty circles and are imbued with cultural meanings such as“energy” and “balance”. Compared to ordinary stones or plastic materials used in regular gua sha boards, these are more likely to be recognized by the target customer group.

Image source:LANSHIN

In addition to their main facial gua sha board, they have also launched complementary massage oils and detailed usage tutorials. This way, consumers are not just buying a board, but a complete beauty solution.

This strategy not only increases the average order value, but also enhances the brand's professionalism and systematization through product synergy, making it easier for consumers to trust the unique value of its products.

Image source:LANSHIN

03

Multi-Platform Marketing: Precisely Reaching the Target Audience

LANSHINbrandowes much of its success to its precise layout and multi-platform linkage on social media.

1. TikTok

As the main platform for brand exposure and user interaction,LANSHIN adopts a friendly yet professional content strategy on TikTok. The brand founder Wu Shiwen often appears on camera herself, demonstrating product usage, sharing gua sha techniques and healthy lifestyles.

Image source:TikTok

For example, on the brand's official account@lanshinskin, she posted a video on using gua sha to eliminate dark circles, explaining in detail and demonstrating the technique, turning traditional TCM methods into easy-to-understand beauty knowledge.

The video eventually garnered over2.5 million views, and the brand carefully answered questions in the comments section. This thoughtful interaction not only brings the brand closer to consumers,but also helps shapethe brand imageto some extent.

Image source:TikTok

This professional yet approachable style has helpedLANSHIN quickly accumulate loyal fans on TikTok. As of now, the official account @lanshinskin has gained 300,000 followers, with an average video view count of 238,300. Both interaction rate and conversion are impressive.

Image source:Echotik

In addition,LANSHINbrandis also very adept at leveragingKOL influence to expand brand exposure.

For example, when a top TikTok influencer @lizzo with25.8 millionfollowersposted a gua sha skincare video that received 4.3 million views, LANSHIN's official account quickly interacted with @lizzo's video, providing professional guidance on the influencer's technique.

This approach not only boosts brand exposure, but also leverages the influencer's personal impact to spreadLANSHIN's products and philosophy to more potential users.

Image source:TikTok

2. Instagram

LANSHINbrand's content onIns is very similar to TikTok, with founder Wu Shiwen appearing to explain TCM-related content and how to use the gua sha board, lowering the cognitive barrier between consumers and TCM.

Additionally, they focus more on brand aesthetics and lifestyle promotion, showcasing the high-end texture and usage scenarios of their products to attract consumers who pursue quality living.

Currently, the brand'sIns official account @treatmentbylanshin has gained 384,000 followers, forming a synergy with TikTok. Fans on both platforms can cross-promote, effectively expanding the brand's influence among different user groups.

Image source:Instagram

04

Market Trends: Global Opportunities for TCM Beauty

Currently, global consumers are increasingly interested in Eastern culture, and traditional wellness methods are gradually becoming the new favorites in the health and beauty field.

Meanwhile, the wave of Chinese tech companies going Tuke has provided brands with an international perspective.

According torelevantreports,in 2025 China's tech industry is experiencing a profound "shift in growth focus", and overseas markets are offering unprecedented opportunities.

This Tuke trend is not limited to the tech industry, but is gradually spreading to lifestyle and beauty health fields, creating opportunities for brands likeLANSHIN with unique cultural backgrounds.

Image source:LANSHIN

05

Crossing Cultural Boundaries, Creating Shared Value

When Eastern wisdom merges with modern business thinking, it can cross cultural boundaries and touch the hearts of global consumers. This is not only a victory of business models, but also a vivid manifestation of cultural soft power.

LANSHIN brandsuccess tells us that with good products and storytelling, you can open up the global market.

Now is the best time for Chinese brands to Tuke. Global consumers are embracing innovative products and cultural concepts from the East with a more open mindset.

Seizing this era's opportunity requires not only business acumen, but also cultural confidence and enduring patience.

Standing at a new starting point, Chinese brands Tuke are ushering in their own era. The road may not be smooth, but every step forward lights the way for more followers to come.