382In the eyes of sellers, the press-on nails category is a hot commodity with low cost and high markup. Sets that cost just a dozen yuan on 1688 can be sold for hundreds of RMB overseas, and this high profit margin has attracted manybusinessesto compete to enter the market.
But very few can turn a“small item”intoa brand going Tuke, reaching tens of millions of dollars in scale.
However, a post-90s Thai girl has done it. The Glamnetic brand she foundedhas accumulated sales revenue of about83 million USDin the past 6 months, with the highest monthlysales revenuereaching14 million USD!
How did she manage to do it? Is a press-on nail really thatattractive?
Ann McFerran Image source: Instagram
An Ace Card Girls Can't Refuse
According to information,Glamnetic was founded in 2019,the founderAnn McFerran is a talented Thai post-90s graduate who started exploring false eyelashes and nail products due to her interest in beauty.
At the beginning,the brand mainlystarted from“magnetic false eyelashes”for product development, and in less than two years,the business scale grew from about1 million USD to the 50 million USD level.
Image source:Glamnetic
After one year of development,to break through the growth ceiling of a single category and increase the average order value,Glamneticbrandlaunched the “free combination” sales strategy at the end of 2020.
While retaining the core magnetic lashes,theyintroduced the new press-on nails category, encouraging consumers to buy more products at once to enjoy discounts.
This approach quickly won the hearts of many overseas consumers,sales soared,and in 2022, annual sales successfully broke 100 million USD.
Because of this,Glamnetic began to continuously increase investment in design, gradually moving towards the direction of “a nail and lash brand like fast fashion.”
Image source:X
“1+1>2”: Traffic Conversion Through Combined Strategy
After talking about the brand's development, let's move on to the channel layout that everyone cares about.
Speaking ofGlamnetic'sentire operational system, multi-platform synergy is almost one of their core capabilities for continuous breakout.
Simply put, it is composed ofindependent site+ mainstream social platformsas the brand's online growth engine, introducing external social media traffic to the independent site for conversion, thus achieving a closed loop of traffic.
Image source:Glamnetic
1. Social Platforms
Glamnetichas a broad layout on social platforms,covering mainstream platforms such as Tuke, Instagram, Facebook, X, etc. Today, let's focus on Tuke and Instagram.
OnTuke, Glamnetic is more like a content-driven brand, leveraging both the official account and large-scale influencer collaborations, producing videos around press-on nails such as tutorials, before-and-after comparisons, and transformation challenges to lower the user understanding threshold.
Its official account has now gained272,900 followers, with total video views reaching20.31 million. Videos about new product launches tend to have higher traffic, showing that consumers have formed a stable habit of following the brand's continuous content innovation and product iteration.
Image source:Tuke
In addition,Ann McFerran herself, as the brand founder, also opened an account on Tuke to promote the brand.
In her videos, she recommends the latest nail styles from a personal perspective, and shows how to match makeup with nails, deeply integrating and binding the brand with her personal IP to maximize traffic.
Image source:Tuke
For example, her Glamnetic short nail recommendation video released in June this year gained impressive traffic, with the video now reaching1.1 million views. Many female users in the comments expressed their hope for more styles from the brand, showing its effectiveness.
Image source:Tuke
OnInstagram, Glamnetic adopts a “ads + content + community” combined strategy.
On one hand, they use precise targeting tools to push product ads tothe rightaudience, and amplify high-conversion creatives through multi-materialA/B testing..
On the other hand, they maintain a large amount of real user posts showing lashes and nails on Instagram, continuously reinforcing the brand image of “beautiful, fun, and easy to match.”
This dual drive of ads and content allows the brand to firmly capture the attention of its target consumer group through continuous exposure and ever-evolving visual styles, even in the fiercely competitive social platform environment.
Image source:Instagram
2. Independent Site
The independent site always plays the role of“receiving and accumulating,” and is the final destination for all social platform traffic.
Glamnetic relies on its self-built independent site to uniformly receive visits from Tuke, Instagram and other channels, and increases dwell time and order conversion through modules such as brand story, product education, UGC display, and multi-item combination recommendations.
This approach of acquiring customers through multi-platform content at the front end, and relying on the independent site and refined operations at the back end to“nurture users,” is essentially using public traffic to feed its long-term private domain assets, laying a solid foundation for the brand's future new product launches and category expansion.
Image source:Glamnetic
Summary
FromGlamnetic's growth trajectory, we can see that when laying out the overseas market, you can't just focus on the short-term explosion of a single platform, nor be satisfied with OEM or low-price supply, but need to find a balance between product, brand, and channel.
For domestic companies wanting to go Tuke, these valuable experiences are undoubtedly worth learning from. By constantly trial-and-error, iterating strategies, and understanding local consumers,I believe there will bemoredomestic companiescreating their own growth stories in the overseasmarket!
Here, I wish everyone success in advance!
