With a monthly income of more than 24 million, a Shanghai boss makes a fortune by selling combs!

In recent years, the momentum of brands going overseas has been growing stronger and stronger. Many domestic brands have taken advantage of this favorable trend to thrive in overseas markets. In addition to the brands in the fields of fashion, home appliances, digital, tools and hardware that continue to emerge, there is also a lot of excellent brands emerging in the field of beauty and personal care.

According to data from authoritative institutions, the global beauty and personal care industry will have a market revenue of US$579.2 billion in 2023, and is expected to achieve a compound annual growth rate of 3.53% between 2023 and 2028. Among them, the United States is the largest personal care market, and it is reported that its market size in 2023 is about US$92.79 billion.

Targeting the hot track of "beauty and personal care", many brands have gone overseas and achieved great success, TYMO BEAUTY is one of them.

With a monthly revenue of 24.99 million, TYMO BEAUTY has become popular overseas

Starting from Amazon US, in just a few years, TYMO BEAUTY's products have been sold to more than 50 countries and regions around the world, covering Europe, America and Asia Pacific.

Data shows that its revenue scale has achieved an average annual compound growth rate of more than 100% for three consecutive years. Since August 20, its monthly sales on TikTok Shop in the United States have even exceeded US$3.5 million (approximately RMB 24.53 million), ranking first in the sales list of the beauty and personal care category.

It is understood that TYMO BEAUTY is a fashion personal care brand affiliated to Shanghai Taimo Electronic Technology Co., Ltd. It was established in 2018 and officially launched in the US market in 2019. Its products include straightening combs, T-type hair straighteners, curling irons, hair dryers, hair care, etc., mainly targeting female consumers aged 25-50. Since its establishment, it has been committed to researching innovative technological products to enable billions of women around the world to recognize more beautiful ways.

Qi Miao, the founder of TYMO BEAUTY, has served as a senior executive in many well-known companies such as Ernst & Young, Huawei, and Siemens, and has accumulated a lot of experience and resources. In 2019, he discovered the potential of the US market with his keen vision, so he resolutely promoted TYMO BEAUTY to start development in the US market, and successfully opened up the market with new products such as multi-temperature straightening combs and hair care curling irons. It is worth mentioning that in the first year of entering the country, YMO BEAUTY's revenue reached 20 million yuan.

In 2020, TYMO BEAUTY's sales continued to grow to more than four times that of the previous year, becoming the first choice of many American consumers.

In 2021, TYMO BEAUTY completed a tens of millions of yuan Series A financing invested by Zero One Venture Capital, and used most of the funds for the research and development of new hairdressing tools and promotion and marketing in the US market.

In 2022, TYMO BEAUTY entered the top 50 personal care brands in terms of sales, and a hair straightening comb topped the sales list in the sub-category of Amazon US. Data showed that its sales on the Amazon platform increased by 219% year-on-year, and sales on the brand's official website increased by 168% year-on-year.

In 2023, TYMO BEAUTY officially entered TikTok Shop, and its sales exceeded US$5 million during Black Friday.

From August 20 to September 18, 2024, TYMO BEAUTY's monthly sales reached US$3.5643 million (approximately RMB 24.99 million), ranking first in the GMV rankings of the beauty and personal care category.

In recent years, TYMO BEAUTY has gradually won the favor of the younger generation of overseas consumers and built up the reputation of its products and brand. It can be said that its achievements are particularly eye-catching in the entire personal care brand overseas expansion track.

With the market rising steadily, how does TYMO BEAUTY break through in the segmented track?

From the single US market to the global popularity today, TYMO BEAUTY is undoubtedly one of the representatives of successful overseas brands. Looking closely at its overseas journey over the years, we can find that its success is inseparable from the following factors:

First of all, the product price advantage. In 2019, when TYMO BEAUTY just decided to go overseas, it seized this great business opportunity - strong market demand.

At that time, the US beauty and personal care market was worth about $100 billion, and consumers had a particularly high demand for such products. However, the local beauty and personal care category was extremely polarized. The high price of hairdressing services meant that most consumers could only choose to do their own hair at home, and hairdressing tools were only available from high-end brands such as Dyson and low-priced brands that provided basic functions.

The founding team of TYMO BEAUTY soon realized that existing local brands could not meet the diverse needs of consumers, so they decided to enter this market and in a short period of time launched a variety of mid- to high-end products such as multi-temperature straightening combs and hair care curling irons, priced at around RMB 300-1,000.

As soon as the product was launched on the market, it quickly attracted countless consumers to buy it, and TYMO BEAUTY became a well-known brand popular across the United States.

The second is accurate market positioning. In order to understand the needs of different groups, people with different curvatures and different hair qualities, TYMO BEAUTY conducted market research and testing specifically targeting the hair characteristics of people in multiple countries.

According to a survey, white people have fine and soft hair, so the perm temperature is about 160 degrees; Asians or brown people generally need 180-200 degrees; black people have curly hair, so they need a higher temperature. Based on this, TYMO BEAUTY's products have made specific innovations for different groups, and have received unanimous praise from users.

"Now I don't need to use the straightener many times, just two times, my hair becomes straight and shiny, and the temperature adjustment is very effective for different hair types," commented an Amazon user.

Another user said, "Before, straightening my hair was a difficult task. I had to use a blow dryer, scissors and a straightener to straighten my hair from damp, a process that could take up to three hours. With TYMO BEAUTY's straightening comb, I can skip the straightening step and complete the entire hairstyle in just 30-45 minutes."

Finally, there is an effective marketing strategy. Unlike most other brands, TYMO BEAUTY has always insisted on selling products through traditional e-commerce platforms, social media platforms and offline channels.

When it first went online, it opened a store on Amazon, and its products such as hair straightening combs have repeatedly ranked first in sales in the beauty and personal care segments.

With the rise of social media platforms, TYMO BEAUTY has begun to move to Instagram, Facebook, TikTok, YouTube, etc. In view of the characteristics of different platforms, the traffic strategies adopted by it are also different. For example, on TikTok, it pays more attention to interacting with users or participating in hot topics. At present, the number of fans of its official TikTok account has reached 64,200, and the number of video likes has exceeded 60,000.

Unlike TikTok, TYMO BEAUTY's marketing focus on Instagram and Facebook is to emphasize the core value of the brand, while on YouTube, it is more inclined to introduce product features, performance and usage tutorials to users.

At this stage, it has become a general trend for brands to go overseas, and there are many brands that have achieved great success like TYMO BEAUTY. As a red ocean track in recent years, beauty and personal care is a good opportunity for sellers who adhere to the principle of "if you don't go overseas, you will be out of the game." However, it must be noted that whether it is an old seller or a novice seller who is waiting and watching, they must find the market positioning and marketing direction that suits their products on the road to going overseas.