In recent years, with market expansion, increased consumer demand, and the rise of the industry, Chinese cosmetics have entered a "golden period" of development. Many brands have successfully entered the international market, igniting a trend of Chinese makeup products and challenging the dominance of Western brands. From the timeline of overseas expansion, we have seen benchmark cases such as Perfect Diary and Florasis, followed by emerging brands like Judydoll and ZEESEA, which have quickly made their presence known in international markets. Currently, Chinese cosmetics have established a presence in over 10 countries, including Japan, Vietnam, Malaysia, the United States, and Australia. Recently, there is another Chinese cosmetics brand quietly making its entry into Southeast Asia. Leveraging the TikTok platform, this brand has swiftly risen to become the top brand across all categories on Vietnam TikTok Shop in just five months, becoming a sensation in the local market. According to data from GoodsFox, Colorkey's Water Tint series of lip tints and B5 series of face masks have achieved impressive sales performance in the past seven days, ranking second and third respectively in the beauty category. 01 Brand Overview Colorkey is backed by Meishang (Guangzhou) Cosmetics Co., Ltd., which was established in 2018. As a rising star in the beauty industry, Colorkey has gained rapid popularity in the domestic market through its strategy of creating popular single products and leveraging influencer partnerships. The brand is primarily targeted towards young women and aims to unlock the beauty of the Z generation by promoting a sense of independence and coolness. In the early stages, Colorkey followed a similar trajectory to many other influencer-driven brands. It utilized a "viral marketing" strategy on popular social media platforms in China, such as Xiaohongshu (Little Red Book), Douyin (TikTok), and Bilibili, to quickly generate high brand awareness. The brand successfully created its first "hit product," the Air Lip Tint, which became the top-selling beauty product on Tmall within four months of its launch. Subsequently, Colorkey signed popular actress Dilraba Dilmurat as its brand ambassador and collaborated with iconic IPs such as Hello Kitty, Doraemon, and Pokémon to release limited-edition makeup collections, further elevating the brand's profile. Benefiting from its successful domestic experience, Colorkey swiftly applied the same marketing approach to overseas markets. Moreover, due to the similarities between Japanese, Southeast Asian, and Chinese consumers in terms of skin tone, culture, and aesthetic preferences, Colorkey identified Japan and Southeast Asia as their preferred initial destinations for international expansion. Additionally, their brand ambassador, Dilraba Dilmurat, enjoys significant popularity in both markets, which facilitates the activation of marketing resources and enables a swift entry into the local markets. It is known that Colorkey has established its presence in Japan through platforms such as Amazon and the Cosme Awards, a popular beauty website. In the Southeast Asian market, Colorkey has taken advantage of the TikTok platform and quickly established its presence in the TikTok Vietnam store, marking a crucial step in its global expansion strategy. 02 Product Analysis According to GoodsFox data, Colorkey has more than […]