It ranks first in the Amazon category and has become another big seller!

From the initial four major appliances to the increasing number of new startups engaged in smart hardware and small appliances entering the cross-border e-commerce market, the Chinese home appliance industry is experiencing a reshuffle. If we talk about the hottest categories in the cross-border e-commerce field, beauty and personal care must be one of them. Amazon's personal care brand TYMO has taken advantage of the global beauty and personal care appliance market and has achieved great success in the US market.

In the year of entering the US market, TYMO's turnover was close to 20 million, and it increased more than 4 times in the second year. In 2020, TYMO, which has successfully created a number of Amazon hits, has captured the minds of American consumers and has become one of the best-selling online hairdressing brands in the US market. Some of its products have ranked first in Amazon's sub-categories. It is such a popular brand that it received investment during the capital cooling-off period and has now received multiple rounds of financing.

Entering Amazon, TYMO's products topped the category TOP1

Recently, Shanghai Taimo Technology, a subsidiary of TYMO , a big name in Amazon's personal care technology category, announced the completion of a round A financing of several thousand RMB led by Kangxi Investment and followed by Zero One Venture Capital . Prior to this, TYMO had already received tens of millions of RMB in financing from Zero One Venture Capital.

TYMO can be said to be quite capable as it can get capital to increase investment even during the cooling-off period .

In 2019, after its establishment, TYMO chose North America as its first overseas destination, with a turnover of nearly 20 million yuan that year. At that time, the small home appliance market was in an explosive period, and the personal care category was the fastest growing sub-category. TYMO entered the market quickly, mainly providing high-quality personal care tools for middle-class women, such as straightening combs, curling irons, and peripheral maintenance products.

In the second year of its establishment, TYMO, with its first-mover advantage , has captured the minds of American consumers and successfully created a number of Amazon best-sellers. Among them, the sales of its hair straightening comb ranked No. 1 in the sub-category on Amazon's US site, and its turnover increased by more than 4 times.

In 2021, TYMO, which is in a period of rapid development , attracted the attention of capital and received tens of millions of yuan in Series A financing from Zero One Venture Capital. At the same time, its circular hair straightening comb was selected as one of the top 10 best hair straightening products in 2021 by the American technology website Best gaming pro.

In 2022, TYMO further expanded its presence and entered the Amazon Middle East site, becoming the number one in the hair straightening comb category in just one month. In the US site, TYMO took two of the top eight single product sales rankings on Amazon , ranking first in total sales.

In 2023, TYMO once again completed a financing of tens of millions of yuan and is still in a stage of rapid development.

As the saying goes, debut is the peak, which is the best way to describe TYMO . Today, TYMO has opened up multiple Amazon sites including the United States, the Middle East, and Canada. Its products have also expanded from hair styling tools such as curling irons and straightening combs to daily chemical products such as shampoo-free hair masks and anti-scald sprays, covering the mid-to-high-end price range of 300-1,000 yuan, and its current sales volume exceeds one million pieces.

During last year's Black Friday, many big sellers complained about poor sales, but TYMO still performed well, with sales on the Amazon platform increasing by 219% year-on-year, and sales on the brand's official website increasing by 168% year-on-year. On Amazon, TYMO also made it into the top 50 personal care brands in terms of sales, and won the best-selling list of hair combs.

Whenever overseas media recommend hair products, TYMO is often on the list. In an article about the 8 best hair straighteners on Amazon, TYMO was listed among them. One consumer said frankly, "With TYMO 's hair straightener, I can skip the straightening step and shorten the three-hour hairdressing to less than 45 minutes. The effect is amazing." It is understood that the customer interaction evaluations of TYMO's main brands are basically over 10,000, and the products are above 4.5 stars, with more comments and interactions.

In addition to Amazon, TYMO has also taken the top spot in categories such as ionic combs, electric combs, and styling combs on domestic platforms such as Tmall, Douyin, and JD.com, and has become even more popular in offline supermarkets. Relying on personal care products, TYMO's sales and revenue have been growing rapidly since its establishment, and there are multiple key factors behind this.

From an internet celebrity to a personal care brand, TYMO has successfully become popular

As we all know, the personal care market in the United States is huge, with a share of more than 100 billion US dollars, and has been in a state of continuous growth. However, the hairdressing and home appliances are severely polarized. The brands flooding the market are mostly high-end brands and low-priced brands. The market for mid-to-high-end hairdressing brands that combine high-tech and cost-effective functions that middle-class women need has not been conquered by sellers.

In contrast, most of the domestic personal care sellers going overseas have not gained popularity and are basically stuck at the OEM stage. Few sellers have truly achieved ODM or even OBM. TYMO has grasped this key point and captured the middle market in the United States. It is also transforming from an Internet celebrity brand to a well-known personal care technology brand.

"People of color have a much higher interaction rate for hairdressing than white people, but their needs are often ignored," the TYMO R&D team pointed out. Only by segmenting different circles and meeting the different needs of different groups, and upgrading products, can we occupy the market. White people have fine and soft hair, so a low temperature of 160 degrees can meet their perm needs; brown people generally need closer to 200 degrees; and black people need to set a higher temperature due to their curly hair genes.

TYMO has also added functions such as rapid heating for the black population , and will also make more specific innovations based on user pain points, focusing on smart temperature control, protective coating, wireless and low power consumption. Currently, TYMO has 31 patents worldwide, of which 21 have been published and 10 are under application.

In addition to product functions, TYMO also places great emphasis on product appearance, and its aesthetics fit the consumption standards of young women born in the 1990s in Europe and the United States. After refining and deepening its hair and personal care tools, TYMO began to penetrate other categories, such as oral and body care, to expand product lines and seek new growth points.

Excellent supply chain management is also an important factor in TYMO's success. The partners are all top suppliers in sub-categories. The team has served as senior executives in companies such as Huawei, and the core members have sufficient experience in electronic manufacturing, supply chain management, and cross-border e-commerce. At the same time, TYMO is also cooperating with KOLs and Internet celebrities in the hairdressing field on foreign social media to expose the brand and build reputation.

With its strong strength, TYMO has stood out from a number of European and American brands in just a few years, delivered impressive results, and gradually completed its transformation. After several rounds of financing, TYMO may also enter the larger care market. For sellers, this is also a new idea: in the future, as female consumers pay more and more attention to beauty and hairdressing, the blue ocean development of the personal care market is still very worthwhile.

Amazon

Personal care small appliances

TYMO