It is often said that as long as you focus on the “becoming beautiful” track, anything you sell will be profitable, and whatever you do will be popular.

From hair salons on every street corner to nail shops in shopping malls, these projects, which once had just basic demand attributes, have now long become a “must-take course in becoming beautiful” in the refined lives of girls.

 

Image source:wavytalk

However, in recent years, the cost of becoming beautiful has quietly risen.

Not only have domestic hairdressing prices risen year by year, but looking at the European and American markets, the cost of hair salons is even higher—a basic haircut costs $50-100, and dyeing or perming projects often start at several hundred dollars.

The high prices have stopped many beauty lovers in their tracks, and have also created a new demand gap:More and more young women are turning their attention to efficient and convenient DIY hair tools, trying to achieve salon-level styling at home.

According to research data from grandviewresearch, the global hair tools market size has been on an upward trend since 2020.market sizeIn 2023, its valuation reached $43.4 billion,and it is expected that by 2030, the global hair tools market sizemarket sizewill exceed $60.5 billion.

 

Image source:grandviewresearch

Such impressive growth has made this hundred-billion-dollar track a battleground for Chinese brands going Tuke.

But under the spotlight, not everyone can get a share of the pie.Tuke believes that the real key to breaking the deadlock lies in whether you can escape the vicious circle of homogeneous competition, accurately target the real pain points of overseas users, and use products and strategies that better understand consumers to turn potential demand into sustained market competitiveness.

Among the many entrants, there is a hair tool brand from Zhuhai that has emerged, relying on accurate judgment of overseas consumer needs and strong social media marketing, it has made a name for itself and become a top seller among Chinese Tuke brands.

It iswavytalk.

 

Image source:wavytalk

Precise Breakthrough: Opening the US Market with Affordable Prices and Differentiated Technology

According to reports,the story of wavytalk began in 2022,the same year it was founded, it enteredTuke Shop, making the US market its main target market,and startedits Tuke journey.

To successfully penetrate the18-35year-oldyoung female group in the US, wavytalk took an affordable pricing approach, anchoring product prices in the $30 to $50 range, greatly lowering the threshold for experiencing the products..

At the same time,for the USmarket’sdiverse hair types(such as fine hair, coarse hair, natural curls, etc.), the brand alsodevelopedmanydifferentiated features,such as multi-level temperature control modes and3D comb designmodes, etc.

With precise product positioning and differentiated functional design,wavytalk set an industry record with daily sales of $1,492,300 in its first year Tuke, quickly making a mark in the US market. (Data from Tuke.com)

 

Image source:wavytalk

Rapid Growth: From Single-Point Breakthrough to Global Expansion

In the following two years, the brand entered a fast lane of rapid development. Through continuous product iteration and deep market cultivation, its user reputation and sales scale rose simultaneously.

By 2024, wavytalk’s annual total salessuccessfully exceeded400 million RMB, with cumulative sales of over1.9 million units. (Data from Tuke.com)

After establishing itself in the US market,wavytalk launchedTuke Shop UK and Mexicoin early 2025, extending its business map to Europe and Latin America, completing the leap from single-point breakthrough to global expansion.

 

Image source:wavytalk

Choosing the Right Stage: MakingTuke the Main Show for Brand Tuke

Althoughwavytalk’s hair tools have a big advantage in price and have many unique designs that break out of the homogenization circle.

But in the era dominated by social media, to truly penetrate the young female demographic, you have to use the methods they like.

On platforms likeTuke, a global social media traffic hub, the presence ofwavytalk is certainly indispensable.

OnTuke, wavytalk has a variety of approaches.

1. Establishing a Brand Account

It has set up its own brand account@wavytalkofficial, which has accumulated 413,700 followers and 2.1 million likes so far.

 

Image source:Tuke

The video content in the accountis not monotonousproduct showcases and trial reviews, but also incorporates more creative new ideas!

For example,wavytalk once held a special event,choosingMadison Square Park in New York, USA,to quickly create satisfying curly hairstyles for random passersby using its own products on the spot.

Young women in the US have always been keen to try new things, and this down-to-earth interactive approach hits their preferences.Therefore, theeventvideopostedon@wavytalkofficial achieved impressiveresultsin terms of reach.

So far, it has received1.1 million views and 93,800 likes.The comments section is filled withfemale usersgiving positive feedback on the styling results: “She’s so pretty”, “She’s so beautiful”, “She looks so cute, I love this (style)”.

 

Image source:Tuke

2. Influencer Collaboration

In addition to operating its own brand account,wavytalkbrandfurther collaborated withTuke platform hair influencers formarketing.

In the past six months, its US shop transaction amountwas98,172,300,of whichthe influencer alliance accounted foras much as91.46%.

 


Image source:kalodata

The influencer with the highest transaction amountis @danielleathena, who has653,600 followers.

 

Image source:kalodata

 

Image source:Tuke

danielleathena has posted multiplewavytalkproduct promotion videos, all of which have achieved excellent reach.

Among them, the most outstanding video received3.5 million likes and 95.7 million views, nearly reaching 100 million.

The video, in a minimalist format, fully presents the process of usingwavytalk hair tools to straighten frizzy hair and create soft curls. This direct before-and-after comparison helps potential users lower their decision threshold and dispel purchase concerns.

 

Image source:Tuke

3. Livestreaming

In addition,wavytalk also regularly livestreams on its brand account. The livestream duration is generally between 11 and 12 hours, and the studio is mainly decorated in pink tones to visually attract young female consumers.

 

Image source:kalodata

During the livestream, the host responds to user inquiries in real time, answering questions about product selection and usage tips.

Users can request to see specific hair tools in the comments, and the host will immediately explain the product’s features, clarify its applicable scenarios and target audience, and demonstrate styling on wigs live.

Compared to pure verbal output, this hands-on demonstration is more attractive and greatly helps boost conversion.

 

Image source:Tuke

The Next Exciting Chapter for Chinese Brands Going Tuke

The success of wavytalk provides a clear breakthrough idea for the hair tools category and even more Chinese brands going Tuke.

Currently, the global hair tools market is still on the rise. The demand in mature markets like Europe and the US is stable, while emerging markets like Southeast Asia and Latin America are growing rapidly, making this the perfect time to enter.

Faced with such opportunities, domestic companies need not fear competition in overseas markets. As long as they find the right positioning, cultivate users deeply, and flexibly use social media marketing strategies, they can secure a place on global shelves.

The blue ocean of overseas markets is waiting to be explored, and the golden age of Chinese brands going Tuke has arrived. Take the first step bravely, and perhaps the next cross-border top seller will be born.​