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It should be noted that perfume was once considered the most difficult category to go online—it touches the sense of smell, and across the screen, consumers can only see the dry fragrance notes listed on the ingredient table.
When the sensory experience drops to zero and resonance becomes impossible, breaking out of the circle naturally becomes out of reach.
However, a niche perfume brand calledOudware managed to break through in this marketand play online with great success.
Image source:Oudware
Data shows that sinceJuly 2023 when it entered Tuke US region, Oudwarebrandstore's cumulative sales have exceeded33.869million USD (about RMB233 million), total sales exceeded1.03million units,in justthe past year, its sales exceeded 14.98 million USD, equivalent to nearly103million RMB.
From a niche brand that struggled in the market for years but remained unknown, to firmly occupying the top category onTuke, Oudwarewhat did it do right?
Image source:echotik
Five years of dormancy, one moment to break out
The story of Oudware began in 2018. The founder's original idea was for each perfume to carry the depth of traditional perfumery, bringing that lofty olfactory expression into more people's daily lives.
However, the ideal was full, but reality was harsh.
At that time, the perfume market was firmly controlled by international giants like Chanel and Dior. Consumers valued the brand halo of luxury brands, and new brands likeOudware, which lacked strong capital backing and long history, found it hard to provide enough "emotional value" to consumers.
For five years, it went through an anonymous period that even the internet couldn't remember, struggling hard.
Image source:Oudware
The turning point came inJuly 2023. Oudware chose to enter Tuke, and this decision allowed it to catch the wind of the times.
At that time, with the rise of"self-pleasing" consumption, perfume was given emotional tags such as "healing" and "small happiness" that go beyond the senses, and Tuke's strong content seeding ability became the best amplifier for these abstract concepts.
From the end of 2023 to 2024, Oudwarebrandquickly accumulated momentum throughTuke, and by the end of 2024, Tuke followers exceeded 100,000, sales broke through 20 million USD.
Image source:Oudware
The rise of the "olfactory economy": Who is paying?
From a more macro industry perspective,Oudwarebrandexplosion is not accidental; it precisely caught the beat of the structural changes in the global perfume market.
Data showsthat the global perfume market is growing rapidly,sales in 2026 are expected to reach 88.7 billion euros, with an annual growth rate of 8.04%, outpacing traditional beauty categories such as cosmetics and hair care. Behind this wave of growth is a shift in the main consumer force and a dramatic change in consumer attitudes.
Image source:scento
The driving force behind this is theZ generation, which is gradually becoming the main consumer force. According to market research agency Circana, 73% of Gen Z use perfume at least three times a week; perfume is no longer a luxury, but a daily necessity for image management and emotional regulation.
This group of young people has fundamentally changed their demand for perfume. They no longer blindly chase big brands, but prefer independent niche brands that offer unique scents and avoid"street fragrances".
More importantly, as digital natives,Z generation has long broken the traditional habit of "must try perfume offline".
Data shows that in influencingZ generation's purchasing decisions, Tuke's influence is as high as 66%, ranking first. This means that "seeding" perfume on Tuke has become the standard path for new brands to break through. Oudware precisely caught this wave of consumption trend change led by social media.
So, how didOudware seize this market opportunity and make its products explode in sales?
Image source:Tuke
Tuke: From top influencer hype to matrix deep cultivation
In the early days of entering the platform, to quickly break the cold start dilemma,Oudwarebrandadopted a simple and direct but extremely effective strategy—betting on top influencers.
Theygenerously invited@Funnyb_28, @Panterita1680 and other top Tukeinfluencersto endorse them.
Image source:Tuke
Leveraging the fan power of these top influencers,Oudware quickly achieved a dual explosion of volume and orders during the cold start phase.
A direct proof is that the brand achieved over100,000 USD GMV in a single day during a live broadcast last year, directly topping the Tuke beauty category list.
Image source:Instagram
However, while top influencers are good, the budget is indeed burning.
It should be noted that the higher the influencer's fan base, the higher the collaboration fee and commission ratio, and long-term reliance on top influencers not only greatly squeezes brand profits, but also makes it difficult to form a stable and controllable growth chain.
Therefore,after gaining popularity,Oudwarebrand alsobegan to consciously buildits own content matrix and influencer matrix.
As shown below,currently inOudware's collaboration matrix, mid-tier and tail influencers with less than one million followers have become the core force contributing to sales.
Image source:kalodata
The reason why these influencers can becomeimportant drivers of Oudware brand growth comes down to two core points:
On one hand, mid and tail influencers focus on vertical content, have precise fan profiles, high user trust in bloggers, and their seeding conversion efficiency is not inferior to top influencers; on the other hand, these collaborations are lower cost, brands can cover more influencers with the same budget, marketing risk is lower, and ROI is healthier.
Their recent collaboration withTuke influencer @elyosva is a great example. He is a perfume enthusiast with nearly 240,000 followers, regularly sharing original fragrance reviews and evaluations. His descriptions are professional and down-to-earth, and most of his followers are precise fragrance consumers with high recognition and trust.
For example, his recent collaboration review video forOudware received over 210,000 views and brought in $7,394 in sales, with a very impressive ROI.
Image source:Tuke
In addition,Oudware brand is also making continuous efforts in self-operated content.
Currently, the brand's officialTuke account has gained 124,800 followers, and in just the past two months, sales reached $208,000, with overall performance quite impressive.
In terms of content, they initially focused on professional and detailed perfume content, helping consumers on the other side of the screen build olfactory awareness of the product, filling the gap of not being able to try perfume online. When the scale grew, the content direction shifted to new product unboxing and highlights from daily live broadcasts.
Image source:Tuke
This adjustment may also be closely tied toOudware brand's emphasis on live streaming. In Tuke's closed-loop e-commerce ecosystem, live streaming is the most efficient conversion scenario.
Live broadcast highlights are low-threshold and fast to update, allowing the account to maintain stable exposure at low cost, and real live room interaction clips can arouse user interest and pre-drive traffic for daily live broadcasts.
Data shows that in the past two months,Oudware's total sales from live streaming reached $193,800, accounting for over 93%. Clearly, live streaming has long been the core position for brand self-operated conversion.
Image source:kalodata
The road is long, but walking will get you there
Currently, global consumers are shifting from"transactional buying" to "value resonance consumption" that emphasizes emotional connection.
The overseas market, especially the interest e-commerce market represented byTuke, is waiting for more brands that dare to innovate and are good at storytelling to explore.
For domestic enterprises, this is undoubtedly the best time to go Tuke. Of course, facing the increasingly competitive overseas market, simply copying domestic strategies is not enough. It also requires, likeOudware, a deep understanding of local culture, insight into user needs, and winning local consumers' hearts with localized content, products, and services.
The road is long, but walking will get you there. The pioneers have already pointed the way; next, it depends on who can bravely take that step and go further with persistence.
