It became the top category in three years after its debut, and it established a firm foothold in Southeast Asia with the help of Shopee in half a year.

When we talk about beauty products, we often focus on lipstick, foundation, eye shadow, etc., and most beauty brands also focus on these categories. But there is a brand that focuses on false eyelashes in the eye makeup field and has won the title of market sales champion in one fell swoop.

Now, it is riding the e-commerce horse Shopee to gallop happily in the Southeast Asian e-commerce market. WOSADO, the leader in false eyelashes sales, is exactly what we are going to discuss in depth next.

WOSADO leverages Shopee to expand into Southeast Asia

Although WOSADO is not one of the first players in the beauty industry, its subsequent efforts have been very strong.

In 2020, when the beauty and cosmetics industry was thriving and booming, Shenzhen Qianhai Maghome Technology Co., Ltd. (hereinafter referred to as "Maghome") launched a beauty and cosmetics brand - WOSADO Yuetong (hereinafter referred to as " WOSADO " ).

Less than a year after the brand was launched ( early 2021), WOSADO has been focusing on both domestic and overseas markets.

In China, as soon as it debuted, WOSADO won the first place in the category rankings of multiple e-commerce platforms and won the Tmall Golden Makeup Award; in October 2022, WOSADO was even rated as one of the eight major brands of "This is Chinese Technology" by CCTV Tmall .

Overseas, WOSADO has leveraged e-commerce platforms such as Shopee to expand into other Asia-Pacific markets and has made a strong entry into international markets such as North America.

In the past few years, the beauty industry has flourished. Why can WOSADO still stand out? It may be related to its avoidance of popular beauty products and its focus on niche categories.

Focusing on a single field, WOSADO has won the first place in the false eyelashes list of multiple e-commerce platforms only one year after its debut. Its parent company Maghome has won three rounds of financing in just 8 months, with investors including Hillhouse Capital and Sequoia Capital, with a total amount of more than 300 million yuan .

By the end of 2022, WOSADO's sales accounted for 35% of the entire industry, making it the top brand in the magnetic false eyelashes industry. By 2023, as of the first half of last year, WOSADO's GMV had exceeded 319 million yuan .

"Bringing soft magnetic eyelashes to the extreme", WOSADO has become a leader in the eye makeup segment with this business philosophy.

As mentioned above, WOSADO is focusing on both domestic and overseas markets. To go overseas, relying on e-commerce platforms is the most common way. Statistics show that more than 60% of domestic beauty brands choose to join third-party e-commerce platforms when going overseas.

WOSADO’s expansion into Southeast Asia was made possible by the help of Shopee. “We have learned about many Southeast Asian e-commerce platforms, and Shopee has the largest traffic. In addition, the platform supports sellers to ship goods domestically, which also lowers the threshold for our warehouses and logistics.” This was the reason why WOSADO initially chose Shopee.

Taking advantage of Shopee’s huge traffic pool, WOSADO quickly opened up the Southeast Asian market through live streaming and advertising. “ After about 3-6 months of entering Shopee, we achieved a relatively ideal order volume .”

In fact, it is not new for domestic beauty brands to gather on Shopee and focus on the Southeast Asian market.

Category sales champions continue to achieve great results, domestic beauty products gather on Shopee

There is a voice in the industry : "2020 is the first year for new domestic beauty products to go overseas."

This is not empty talk. According to the "2021 Beauty Industry Trend Insight Report" released by CBNData, the First Financial Business Data Center , and Tmall Golden Makeup Awards, the overall growth rate of China's beauty industry in 2020 was 23%, and the overseas sales of domestic beauty products increased by more than 10 times .

Among them, the vast majority of beauty brands have chosen Southeast Asia as their overseas destination, which must be because the market is profitable.

According to a report by Statista, Southeast Asia has been listed as a "future market" that the global cosmetics industry will focus on developing. It also predicts that the revenue of the Southeast Asian beauty and personal care market will reach US$30.48 billion in 2023, with a compound annual growth rate of 3.45% from 2023 to 2028.

According to EchoTik research, beauty and personal care products are the best-selling and fastest-growing categories in Southeast Asia. From July to September 2023 alone, this category accounted for an average of more than 22% of GMV in six Southeast Asian markets.

The huge traffic resources and market dividends have attracted a number of emerging beauty brands including WOSADO , Colorkey, and Feiluer to test the Southeast Asian market, and Shopee has become an important base for their layout.

In 2020, Perfect Diary entered Southeast Asia through Shopee and quickly became the top-selling cosmetics brand on multiple sites. Colorkey and Sacelady also achieved significant growth on Shopee. As a veteran in overseas expansion, F-Luer has cooperated with Shopee as early as 2017 and has now become a leading brand in the Southeast Asian beauty market.

In addition, domestic beauty brands such as O.TWO.O, Huaxizi, and Juduo have successively opened official flagship stores on Shopee to "enter the Southeast Asian beauty market and jointly explore this blue ocean."

WOSADO : Keeping up with Shopee’s pace

As for WOSADO, it said in an interview that it is increasing its operations on the Shopee platform. "Currently, our Shopee team includes designers, operations customer service, anchors, experts, etc., with a total of more than a dozen people."

With strong traffic, high conversion rates and high user stickiness, Shopee is a very trustworthy and long-term investment channel for brands.

As mentioned above, it only took WOSADO 3-6 months to achieve the ideal order volume on Shopee. However, everything is difficult at the beginning, and WOSADO also encountered difficulties at the beginning of its Southeast Asian journey on Shopee.

“In the early stages of building a new store, traffic growth will be relatively slow, and most customers are not very aware of the products, so it was very important to expand traffic source channels at that time,” said a WOSADO interviewee.

Almost all overseas brands will encounter such difficulties, and the support and help of the platform are crucial at this time. "Shopee account managers will reserve more event resources for us and encourage us to participate in activities such as official live broadcasts, one-on-one matching flash sales, etc. The traffic effect is very significant . "

In addition, the on-site and off-site marketing matrices such as Shopee advertising, AMS affiliate marketing, and Shopee x Facebook advertising have brought a steady stream of traffic to WOSADO. "Shopee account managers often share various traffic resource packages with us. For our brand, the conversion effect of AMS is particularly surprising."

Talking about the experience of big sales, WOSADO said that they must keep up with the rhythm of the platform . "About a week before the big sale, we will warm up the event, including publishing event previews, upgrading store decoration, changing main pictures; putting promotion plans on the store page; signing up for official big sale event slots, live broadcasts, and upgrading advertising budgets, etc."

However , there is still a lot of room for improvement for WOSADO. “Our category is relatively special. Consumers place orders on Shopee after being attracted by products outside the site. They usually look forward to receiving the products quickly, so we plan to try overseas warehouses starting this year.”

Shopee's localized fulfillment business has always been well recognized by the platform's sellers. In 2023 alone, the daily order volume of this business has increased significantly compared to the beginning of the year. In addition, Shopee has recently launched a new three-party warehouse one store multiple transportation model and Shopee Xpress VIP last-mile collection service .

Under the new model of one store with multiple shipments ( 3PF PFF), a store can choose to ship across borders or from a local third-party warehouse, but the shipping destination cannot be changed after the order is generated.

SPX VIP last-mile collection is the Shopee platform’s self-operated logistics service, which is aimed at designated third-party overseas warehouses. A VIP car team will go to the warehouse every day for targeted collection.

From platform mechanisms, traffic to logistics timeliness, Shopee is constantly improving and striving to build an incremental platform for sellers. More and more brands have expressed that they will continue to gain more opportunities in the potential market of Southeast Asia through Shopee in the future.

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Southeast Asia