Domestic products sell well and go global, with annual sales reaching 1.6 billion! Single item sold over 41 million!

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Nowadays, Gen Z consumers have become the main purchasing group for makeup products, driving continuous expansion of market demand.

However, the commercial value of makeup products did not just emerge in recent years. The pursuit of beauty is universal, and female consumers' demand for makeup products has always existed.

As early as 2019, many domestic makeup brands had already identified the huge business opportunity in this field, choosing lip makeup products as their breakthrough point to join the competition in the makeup market. While focusing on the domestic market, they also began to look overseas, choosing Tuke to seek greater development space.

The makeup brand INTO YOU from Shanghai is one of the most representative brands among them.

Image source:Google

It is reported that in 2021, the brand's annual sales exceeded 400 million, developing rapidly and with strong momentum. In 2023, its annual sales reached 1.6 billion.

As of December 31, 2023, INTO YOU's star product "Heroine Lip Mud" had sold over 41 million+ units, making it an unignorable dark horse in the global makeup market!

Image source:Google

Brand Origin and Domestic & Tuke Development Path

According to reports, INTO YOU was founded in 2019 and is affiliated with Shanghai Lizhi Brand Management Co., Ltd.

The brand's creation originated from the founder's personal experience. While using a niche lipstick product, she found that although its oil-free and matte effect was popular, it had shortcomings in texture, such as easy breakage in high temperatures and lip lines. Thus, the idea of making lip mud was born.

After repeated experiments and improvements, the INTO YOU R&D team officially launched the first lip mud product on the market—the Heroine Series Lip Mud—in April 2020. This new concept of lip mud as a lip makeup category was loved by many young female consumers.

In 2021, INTO YOU further expanded into the Southeast Asian market, covering countries such as Thailand, Vietnam, the Philippines, and Malaysia.

In 2023, INTO YOU accelerated its Tuke expansion, entering the North American and European markets. By joining more than 5,000 MINISO stores worldwide, it quickly established an offline Tuke sales network.

Image source:Google

Localized Social Media Operation Strategies

Bringing products to Tuke markets is not easy. Relying solely on store presence and strengthening offline layout is far from enough; precise social media operations are also needed to make more potential consumers aware of the brand.

INTO YOU has done well in this regard, using platforms like TikTok and other Tuke social media to expand its marketing efforts, making the brand known and purchased by more Gen Z youth.

To accurately reach user groups in different regions, INTO YOU adopted localized operation strategies, opening dedicated TikTok accounts for Vietnam, Thailand, and other regions, and producing short video content that fits their local lifestyles and cultural habits.

For example, the TikTok account @intoyou.vn for the Vietnam market mainly publishes videos of real people trying products, with no filters or advertising displays, only using real swatches to show the actual color and texture of the products. This content strategy addresses the pain point of Vietnamese consumers who value real effects when buying makeup products.

So far, @intoyou.vn has accumulated 107,300 followers and 567,100 likes. 26 videos have exceeded 1 million views, 3 videos have surpassed 10 million views, and the highest single video has reached 20.5 million views, making it the best-performing and most successful account in terms of data and operation.

Image source:TikTok

For the Thailand market, INTO YOU adopts a different content strategy. Its Thailand TikTok account @intoyou_th focuses more on avant-garde and fashion elements, such as creative co-branded ads with POP MART, to attract young Thai consumers' attention to pop culture.

Currently, this account has accumulated 17,500 followers and 64,500 likes, and is in a stage of steady growth.

Image source:TikTok

Independent Site Construction and User Experience Optimization

In addition to leveraging social media platforms for marketing, INTO YOU, like many Tuke brands, has also built its own Tuke independent site.

INTO YOU's independent site features a clear and simple design, with products displayed in four main categories: lips, eyes, face, and beauty tools.

The site also has sections for new arrivals, best sellers, and limited-time deals, allowing consumers to quickly find the products they need according to the categories when browsing.

Image source:INTO YOU

In addition, their independent site has a dedicated user-generated content section to showcase consumer-created product unboxing and usage videos. These authentic user contents provide references for potential buyers and greatly help to promote orders and improve conversion rates.

Image source:INTO YOU

Conclusion

INTO YOU's Tuke path reveals a truth: the globalization journey of Chinese brands does not require a copy-paste formula for success, but rather business wisdom tailored to local conditions.

In this era where social media is reshaping consumer decisions, geographical boundaries are dissolving, but cultural differences remain vivid.

When every Tuke decision is based on a deep understanding of the market, "Made in China" can truly evolve into "Created in China," writing its own business narrative on the world stage.