On June 21, the "Riding the Growth Wave, Seizing the First Mover Advantage" TikTok Shop Beauty Global Expansion Salon, co-hosted by eclicktech Cyberklick, TikTok for Business, TikTok Shop, Riding Whale Global and Youran Biotech, concluded successfully in Guangzhou. Focusing on new opportunities for beauty global expansion within the TikTok e-commerce ecosystem, the event brought together over 50 beauty source enterprises from industrial belts, supply chain representatives, industry global expansion media and marketing experts. They conducted in-depth sharing and exchanges on cutting-edge trends, market insights, success cases and global expansion solutions, injecting new thinking into the globalization of beauty brands.

01 Decoding Platform Trends, Anchoring Growth Paths

According to FastMoss Southeast Asia Beauty Report, Thailand site GMV grew over 200% year-on-year in January 2025, with beauty as the pillar category. At the conference, two industry experts from TikTok Shop and TikTok for Business, combined with current market dynamics, consumption trends and the latest platform policies, detailed strategies and methods for entering these two important markets from multiple dimensions.

Southeast Asia is one of the earliest regions where TikTok Shop launched its business. Among them, Indonesia, Vietnam and Thailand markets achieved a 182% compound annual growth rate in GMV, mainly driven by the combined model of "local influencer short videos + daily store live streaming". In cross-border categories on TikTok Shop Southeast Asia, makeup accounts for over half, and skincare is growing rapidly. The overall market is dominated by white-label products priced below $10, while domestic Chinese brands are more popular in Thailand and Vietnam.

When sharing global brand strategies and operation methods, Shao Feng, TikTok Shop Southeast Asia Cross-Border Beauty Category Operations Manager, said: "Select brands according to different market strategies. For example, choose mid-priced makeup brands for Vietnam, and high-priced, well-known brands for Singapore. You can start with short videos and marketplace channels to gradually expand store scale. When conditions are ripe, launch live streaming projects. Finally, through live streaming, short videos, influencer recommendations, marketplace sales, combined with promotional events and advertising to expand store scale, and integrate with offline activities to form a complete marketing process."

Despite the current economic downturn, the United States remains a "must-win" market for e-commerce. 26% of American consumers purchase beauty products through social media, with Gen Z accounting for 43%.

Wu Wei, TikTok for Business Global E-commerce Industry Account Manager, provided an in-depth introduction to the US market. He stated: "Seize content traffic as the entry point for business opportunities, develop multi-channel and multi-platform layouts to tap into new platform dividends. Meanwhile, brand trust and reputation are more important for purchasing decisions. Through live streaming and short video ads to stimulate users' active shopping demand, combined with TikTok Shop marketplace conversion, launch the 'content + shelf dual-drive e-commerce model' to complete a one-stop consumption journey within the platform."

02 Beauty Global Expansion Is Now: Breakthrough Strategies in the Traffic Dividend Period

As the domestic market enters stock competition, Chinese enterprises, which possess 70% of the global cosmetics supply chain capacity, are turning their attention to the broader overseas battlefield. As one of China's earliest intelligent marketing solution providers serving cross-border e-commerce global expansion, eclicktech has successfully served over 10,000 global enterprises. With the rise of new media, TikTok's community effect is widely recognized by consumers, becoming an essential platform for many brands going global.

Subsequently, Du Jingyun, Account Manager of Cyberklick E-commerce Business Department, detailed how to accompany global sellers on TikTok to drive overseas business growth.

Du Jingyun shared: "With the increased layout of social media platforms such as Facebook, TikTok and Instagram in e-commerce, the social e-commerce model of 'independent website + social media' has gradually developed. It is changing people's shopping habits and becoming an important choice for China's e-commerce global expansion. China's beauty market shows obvious diversification trends with broad industry prospects, and consumer groups are continuously segmenting, driving the beauty category market towards more refined development. With the rise of the domestic beauty boom, through the mutual empowerment of product strength, brand strength and operational strength, and focusing on incremental markets with emerging track advantages, now is the best time for global expansion."

Riding Whale Global, the co-host of this event, has ten years of practical experience in cross-border e-commerce and has successfully created multiple ten-million-level bestsellers and stores.

A Jing, Co-founder of Riding Whale Global, believes: "Dig deep into bestsellers that have continued to gain traction on the platform in the past six months, dissect their traffic codes and conversion models, and reverse-engineer matching supply chain resources. Content production should accurately replicate proven conversion script logic. In the influencer battlefield, establish strict screening criteria (only practical influencers with live streaming conversion rate above 2% and fulfillment rate over 80%[xss_clean_space]can be selected). Then use AI tools for accurate localized translation, upgrade image rendering quality, and batch generate product videos to ultimately improve the team's content efficiency and conversion capability."

At the event, He Chengmeng, Marketing Director of Youran Biotech, a participant from the cosmetics raw material supply chain, proposed the "R&D Front-Loading" strategy. She shared: "Based on differentiated insights into various overseas regions, we will drive through the dual engines of 'regional consumption database + ingredient innovation laboratory' to help brands establish differentiated advantages in Southeast Asia's efficiency battlefield, the Middle East's cultural highland, and Latin America's compliance deep water area. Combining skin type databases from 6 countries, we provide localized formula solutions within 48 hours for brands. Meanwhile, we conduct clinical tests in collaboration with local hospitals to obtain local trust endorsements, fully supporting brands' successful global expansion."

Currently, China's beauty industry is in an excellent opportunity period for global expansion. Relying on the world's largest supply chain foundation and leveraging new traffic platforms, it is moving from "behind-the-scenes OEM" to "front-stage brand". Only by deeply promoting localized operations, focusing on strengthening product differentiation characteristics, and actively integrating into ecological collaboration can we truly "seize the first mover advantage" in the global beauty market.