FULLY Expands Presence in China with Successful Douyin Live Commerce

FULLY, a vegan hyper-performance skincare brand under D2C media commerce company ADAPT, led by CEO Park Jung-ha, is strategically expanding its presence among local consumers through Douyin, a major Chinese platform.

Known as the Chinese equivalent of TikTok, Douyin is a leading short-form commerce platform where communication among consumers is highly active. FULLY is accelerating its penetration into the Chinese market by actively engaging in live commerce in collaboration with various local influencers, known as Wanghong.

In its first live broadcast on Douyin, FULLY achieved sales exceeding its target by double, confirming a positive market response. A particularly notable collaboration with popular beauty influencer 'Dada', who has around 10.65 million followers on Douyin, attracted an impressive cumulative viewership of approximately 1.02 million. The 'Red Tomato Jam Pack Cleanser' sold out within just one hour of the broadcast, indicating high consumer interest.

During the live session, key products including the 'Green Tomato Clay Pack Cleanser', 'Red Tomato Jam Pack Cleanser', and 'Rice Dough Pack Cleanser' were showcased. Dada introduced the 'Red Tomato Jam Pack Cleanser' as a versatile '4-in-1' product that functions for cleansing, scrubbing, pore care, and as a mask, capturing the attention of local consumers.

The unique formulation and user experience of FULLY's products garnered significant attention, leading to follow-up broadcasts to maintain interest in the Chinese market.

Based on these achievements, FULLY plans to continue expanding collaborations with Wanghong, aiming to sustain the activation of its live commerce channels in China. With confirmed demand from local consumers, the brand is looking to strengthen its foothold in the market.

A representative from FULLY commented, "In live commerce, consumers can see products being used in real-time, which emphasizes our differentiated formulations and new user experiences. The core value of our brand is to provide both skincare benefits and enjoyable experiences throughout the usage process. We plan to enhance our brand competitiveness in the Chinese market through unique product offerings and continued collaborations with local influencers."