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Nowadays, with the growing beauty consciousness among the younger generation, the diversification of aesthetic standards, and the continuous expansion of social media influence, global consumer demand for makeup products has surged significantly.

According to market research agency market.us, the global cosmetics market size is expected to grow from $73.8 billion in 2024 to approximately $149.3 billion in 2034. From 2025 to 2034, the market's annual compound growth rate will remain at 7.3%, showing strong momentum.

 

Image source: market.us

Although makeup products have continued to be popular in the global market in recent years, the commercial value of this category was actually foreseen long ago. After all, the pursuit of beauty is human nature, and female consumers' demand for makeup products has always existed. As early as seven years ago, many brands had already identified the development potential of this niche sector in the global market. While cultivating the domestic market, they also began to plan for Tuke.

Today, the brand we are talking about, Judydoll (橘朵), is a typical representative among them.

Reportedly, as a makeup brand founded in Shanghai in 2017, Judydoll achieved impressive results in 2024, with retail sales exceeding 2.5 billion yuan and revenue surpassing 2 billion yuan, a year-on-year increase of 23%.

Currently, its products have been sold to more than 50 countries and regions worldwide, covering key markets such as Southeast Asia, Japan, North America, and the Middle East, becoming a dark horse in the makeup industry highly favored by overseas consumers.

 

Image source: Judydoll

Brand Development: From Domestic Deep Cultivation to Tuke

According to reports, Judydoll (橘朵) is a youthful makeup brand under Shanghai JuYi Cosmetics Co., Ltd., founded in 2017.

The following July, the brand entered online channels through its official Tmall flagship store. Its single-color eyeshadows and blush products became bestsellers, setting a record of ten million sales during its first Double 11 event.

In 2019, Judydoll launched its first pop-up store in Shanghai Xintiandi and started a nationwide pop-up tour, covering cities such as Hangzhou, Wuhan, and Guangzhou, leveraging offline channels to better reach young female consumers.

In January 2021, the brand began its strategic trial period for Tuke, with its first stop partnering with the well-known e-commerce platform Shopee to enter the Southeast Asian market.

 

Image source: Google

In addition to leveraging Shopee's built-in consumer base and its comprehensive payment and logistics system to drive product sales, Judydoll also adopted a localized strategy, deeply studying the differentiated needs of the Southeast Asian market. Considering the hot and humid climate, it launched products with long-lasting makeup effects, anti-smudge, and sun protection features, and carefully selected shades and formulas that cater to local consumer preferences for different markets.

It was precisely this approach of deeply understanding local consumer needs that enabled Judydoll to achieve a successful start in Tuke. During the same year's Shopee Double 11 promotion, the sales of a single product soared 14 times compared to usual, and by the end of the year, its business directly covered six countries, marking a successful first step in Tuke.

From 2023 to the present, Judydoll has entered a comprehensive upgrade phase, successively entering markets such as Japan, North America, the Middle East, and Singapore. By establishing offline retail outlets, building an exclusive store system, and equipping a professional overseas business team, the brand has steadily enhanced its competitiveness in Tuke.

 

Image source: Judydoll

Leveraging TikTok: Exploding Popularity with Authentic Content

In the era of social media, the competitiveness of makeup brands is not limited to the products themselves, but also depends on whether they can use content to resonate with the younger generation of consumers. For a brand to be known by more potential users, it needs to be paired with online platform promotion and marketing.

For example, Judydoll chose to join mainstream social media platforms like TikTok, which gather young people, using the platforms' communication features to reach target groups.

On TikTok, Judydoll has established the brand account @judydoll_official, which has so far gained 141,500 followers and 2.1 million likes.

 

Image source: TikTok

The account's content mainly features creative videos of new product launches and product performance demonstrations.

For example, one video on @judydoll_official uses a comparative shooting technique to highlight the product's advantages and performance.

In the first part of the video, it shows common problems when using other brands' lipsticks, such as dry lips and uneven color application. In the second half, it compares the actual effect of using Judydoll's new lip gloss, highlighting its moisturizing and hydrating features.

This intuitive presentation method, especially in the dry autumn and winter seasons, directly targets the core needs of users for moisturizing lip products.

So far, this video has reached 4.4 million views and 110,600 likes.

It has attracted many users to ask about the shade and purchase channels of this lip gloss in the comments section:

"What color is the lipstick in the video?"

"Where can I buy it?"

 

In addition to carefully managing its own brand account, Judydoll has also established partnerships with several active beauty influencers on TikTok, attracting potential users through authentic user videos posted by influencers.

TikTok beauty influencer @louiserozzz, who has 83,400 followers, filmed a real lip swatch video for Judydoll brand's lip gloss.

 

Image source: TikTok

In the video, influencer louiserozzz applies Judydoll brand's lip gloss to her lips, showing users the color effect and the moisturizing, film-forming, and non-transfer features after application.

Although the influencer herself does not have a large following, this promotional video received excellent market feedback. So far, the video has reached 11.8 million views and over 1 million likes.

The most liked comment in the comment section says "I need this lipstick." In response, Judydoll replied with its official account, informing the user of the specific product name and shade, which greatly helps further order conversion.

 

Platforms and Independent Sites in Parallel: Building a Dual Growth Engine

In addition to leveraging social media platforms for powerful promotion, Judydoll brand has also made arrangements in sales channels, adopting a third-party platform + independent site strategy.

It has joined international e-commerce platforms such as Shopee, providing direct sales channels for the brand and helping it quickly reach consumers in different markets, while also investing in building its own overseas independent site. When potential users are attracted by the products on social media platforms, they can directly go to the independent site to make a purchase.

 

Image source: Judydoll

On the homepage of the independent site, Judydoll brand has clearly categorized all products into four sections: eyes, lips, face, and beauty tools. There are also best-selling product sections and new arrivals sections, making it easy for buyers to quickly find their target products.

 

Image source: Judydoll

In addition, Judydoll's independent site has also built a social media trending section, showcasing user-generated UGC content. These real swatch contents are very helpful in increasing potential users' favorability and promoting sales conversion.

 

Image source: Judydoll

Conclusion

Judydoll's Tuke story illustrates a simple truth: foreign consumers are not buying a brand from a certain country, but truly effective products and content that genuinely moves users.

For Chinese brands wishing to Tuke, Judydoll's experience is like a pioneer’s notebook. It tells you not to overcomplicate Tuke.

Ultimately, it comes back to the business itself. Find the people who need you, and in a way they understand, tell them you have what they need.

Now, it's your turn.