According to reports, beauty and personal care is the best-selling and fastest-growing category among all e-commerce markets on Tuke e-commerce. From July to September 2023, the average GMV share of Tuke beauty and personal care in the six Southeast Asian countries exceeded 22%. With its huge daily active user base and a high proportion of female users, Tuke has provided "fertile soil" for the development of beauty brands in Southeast Asia.
Today, what Tuke wants to share with everyone is the Indonesian local skincare brand The Originote. From January to September 2023, this brand consistently topped the sales charts for Tuke beauty and personal care! It held the Top 1 spot in this category for nine consecutive months, selling a total of 56.35 million products and accumulating sales of over 940 million yuan!
Brand Introduction
The Originote is a local Indonesian beauty brand, with main products including moisturizers, serums, sunscreens, etc. The brand focuses on skincare as its core mission, and its products are usually priced between 15-25 RMB. According to Tuke, The Originote has a presence on e-commerce platforms such as Tuke Shop, Lazada, Shopee, Tokopedia, and Sociolla.
The Layout Path of Tuke Shop
Being able to become the "sales champion" of Tuke Shop beauty in Indonesia is inseparable from The Originote's deep layout. Currently, the brand has opened 10 stores on Tuke Shop, with a clear target market, mainly focusing on Southeast Asia.
Among them, there are 3 stores targeting the Indonesian market; 2 for the Malaysian market; 2 for the Vietnamese market; 2 for the Philippine market; and 1 for the Thai market.
The Tuke mini shop named "The Originote" is set up in Indonesia and contributes the vast majority of sales for this beauty brand.
Analyzing the reasons for The Originote's success, in addition to having a clear target and building a store matrix, it is also closely related to extensive cooperation with influencers. Just one The Originote store is associated with about 50,000 influencers, skillfully leveraging the combination strategy of "brand opening mini shops + launching products + selecting local influencers for promotion."
Affordable Moisturizer Goes Viral in Southeast Asia
Looking closely at The Originote's product line, it can be said to be quite comprehensive. However, being "comprehensive" can easily lead to the problem of having everything but nothing memorable or focused for users. The solution is to have a product that leaves a deep impression, and The Originote achieved this with its moisturizer—Hyalucera Moisturizer, quickly going viral in Southeast Asia!
The Hyalucera Moisturizer's main ingredients are hyaluronic acid, ceramide, and chlorella, suitable for all skin types. Not only that, its price is also particularly advantageous, with an average order value of only 18.2 RMB. It must be said that the cost performance is very high, no wonder it has become the brand's "star" product.
In Conclusion
To summarize the reasons why The Originote has continuously topped the Tuke beauty section for Indonesian mini shops:
1. Online layout, building a store matrix
2. Relying on the power of influencers for promotion
3. Taking the affordable route and creating its own star product
The above summary should provide some help for domestic beauty brands to go overseas to Indonesia through Tuke Shop. In short, I very much look forward to seeing everyone on the rankings in the future!
If you don't know how to go overseas from scratch, or how to find foreign influencers, negotiate cooperation, or shoot videos, you can seek help from a professional overseas team, which is a more time-saving and efficient solution.
What this signal means for growth teams
This market signal should be treated as an operating prompt, not a standalone trend. The brand question is whether the team can connect TikTok content, creators, paid media, commerce readiness, and reporting into one measurable growth cycle.
Commercial read
- Market signal: TikTok marketing tips - short video marketing methods
- Published: February 21, 2024
- Commercial lens: TikTok Ads, creators, TikTok Shop, live commerce, and reporting.
- Source transparency: the original source linked in this article
What brands should do next
- Identify the market, audience, product group, and KPI this signal could affect.
- Turn the insight into a small TikTok creative, creator, Shop, or paid media test before scaling spend.
- Add FAQ, offer clarity, product proof, and contact paths so traffic can convert instead of only reading.
- Review weekly performance across reach, click quality, Shop actions, creator output, and revenue impact.
Tuke Marketing helps brands connect TikTok Ads, creator partnerships, TikTok Shop operations, live commerce, and reporting into one accountable operating system.
What should brands do with this TikTok signal?
Brands should translate the signal into a focused operating test across creative, creators, TikTok Shop readiness, paid media, and reporting before increasing budget.
How does Tuke Marketing evaluate this kind of news?
Tuke Marketing reviews platform news through market timing, category demand, creator supply, commerce readiness, and measurable growth actions.
When should a team contact Tuke about this topic?
A team should contact Tuke when it needs to turn a TikTok market signal into a practical launch, creator, advertising, live commerce, or reporting plan.
Source transparency: Tuke cites the original source linked in this article and adds its own operating analysis for brands evaluating TikTok growth decisions.