How DTC Beauty Brand Coco & Eve Hit $120M in Sales: 3 Strategies for Independent Sellers

2025.4.24 GoodsFox Daily E-commerce News: How DTC Beauty Brand Coco & Eve Hit $120M in Sales: 3 Strategies for Independent Sellers

How DTC Beauty Brand Coco & Eve Hit $120M in Sales: 3 Strategies for Independent Sellers
AliExpress to Support Premium Products Over $10 with Incentives
Trump Admits US China Tariffs "Too High," Promises Significant Cuts
Europe’s Port Congestion Worsens: Antwerp, Bremerhaven Face Delays
Amazon Seller Faces $2M Tariff Bill Over 3-Year Undervaluation Scheme

1. How DTC Beauty Brand Coco & Eve Hit $120M in Sales: 3 Strategies for Independent Sellers

Coco & Eve, a Southeast Asia-born haircare brand, gained fame with its "Coconut Hair Mask" on TikTok. In five years, it achieved $120 million in annual sales, with a 40%+ repeat purchase rate on its independent station. GoodsFox research reveals the brand used before-and-after visuals to launch the #CocoGlow trend on Instagram, gathering 500,000+ real cases. It swapped traditional ads for "blind test data," raising unit prices above $49. Its "subscription community" now boasts 120,000 loyal users, driving an 800% sales spike for related products via personalized skincare plans. For independent station sellers, Coco & Eve shows that deep category focus and emotional user experiences can succeed without platform reliance, using product social value for cost-effective growth.

Source: GoodsFox

2. AliExpress to Support Premium Products Over $10 with Incentives

AliExpress launched a program to promote "premium selected products" priced over $10. It offers marketing subsidies, traffic support, and full-chain services to help sellers expand high-value, high-margin items. The initiative targets seasonal apparel, beauty and health, outdoor entertainment, sports footwear, home goods, auto parts, maternity and baby, and office supplies.

3. Trump Admits US China Tariffs "Too High", Promises Significant Cuts

On Tuesday, April 22, President Trump publicly stated that U.S. tariffs on Chinese exports are too high, predicting a major reduction. This marks a shift in his signature tariff policy. Treasury Secretary Bessent, speaking at a JPMorgan event, agreed, suggesting the U.S.-China tariff conflict will soon ease.

4. Europe’s Port Congestion Worsens: Antwerp, Bremerhaven Face Delays

Maersk’s website warns of escalating congestion and operational disruptions at Northern European ports. It urges customers to pick up imports quickly and delay export deliveries to reduce strain. Antwerp (Belgium) and Bremerhaven (Germany) face the worst delays. Per eeSea, 41% of ships at Antwerp await berths, with 52 more approaching; Bremerhaven has 29% waiting and 27 inbound. DHL reports Antwerp’s "severe operational disruptions," with a 1.81-day average wait, 96% yard utilization, and 112% reefer plug overload. Export delivery windows dropped from seven to five days. A recent nationwide strike in Belgium continues to worsen the backlog.

5. Amazon Seller Faces $2M Tariff Bill Over 3-Year Undervaluation Scheme

An Amazon U.S. seller faces a crisis after U.S. Customs and Border Protection (CBP) demanded $2 million in back tariffs for undervaluing shipments over three years. The seller, handling large items, used AGL for container clearance, reporting values well below actual to save costs. Amid tighter tariff enforcement, CBP flagged one shipment, then reviewed 36, estimating $2 million owed—nearly a year’s profit. The seller must choose: pay and lose profits or risk account closure. This highlights a common cross-border e-commerce issue, where undervaluation in clearance is frequent but increasingly risky under stricter rules.

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