Mary&May Accelerates Global Growth with Successful 'Tingle to Glow' Campaign

K-beauty skincare brand Mary&May is leveraging the explosive success of its global campaign 'Tingle to Glow!' to accelerate its presence in over 70 distribution channels worldwide. The campaign, focused on social media, has exceeded 100 million views, garnering significant engagement that translates into tangible results for the brand.

'Tingle to Glow!' is designed to share the experience of using the PDRN spicule line, which incorporates the company's core technology, MPS spicule. The campaign encourages consumers to experience and share the unique 'tingling' sensation from the micro-spicules, which creates a pathway for effective ingredient absorption, leading to visible glow in the skin.

Mary&May emphasizes the intuitive messaging 'From Tingle to Glow,' inspiring consumers to create and share content that showcases the transformation they experience before and after using the products.

Upon launch, the campaign quickly gained traction on social media, with related content surpassing 100 million views. The brand saw a sharp increase in followers, particularly on TikTok, following successful campaigns such as 'No Pain No Gain' which reached over 1 billion impressions, and the 'POP Challenge' that generated around 18,000 pieces of user-generated content.

As a consequence of the campaign's success, Mary&May reports selling two products every second in over 70 countries since the launch. The brand is solidifying its standing as one of the hottest in the global beauty market.

Notably, growth has been particularly strong in emerging markets. By 2025, TikTok followers have increased by 82,600% in South America and 23,876% in the Arab regions, while Instagram followers surged by 17,389% in South America and 5,867% in the Arab regions. The firm fanbase cultivated through social media marketing is driving Mary&May's global expansion.

A representative from Mary&May stated, "The 'Tingle to Glow!' campaign was designed to connect the unique user experience of spicules with visible glowing results, allowing consumers to directly experience the efficacy. The positive response globally has reaffirmed our competitive edge, and we aim to convert this social fandom into substantial results across our major distribution networks in over 70 countries."

Mary&May showcases its commitment to high-performance K-clean beauty with transparent ingredients, maintaining over 85% of its sales from international markets. Building upon the increased brand recognition from the social campaign, the brand is rapidly expanding its touchpoints in leading distribution channels worldwide.

In North America, the brand has entered major retailers such as Amazon, Target, and Nordstrom. In Europe, they are accessible via Notino, while in the Middle East, they feature in Lifestyle and Ulta, along with SASA, Lazada, and COSMED in Southeast Asia, and Gold Apple in Russia. Mary&May intends to capitalize on this comprehensive online and offline global distribution network to turn confirmed brand competitiveness from social media into real sales outcomes.