Two years ago, whitening entered its new year, new product registrations surged, and the growth of many brands suddenly slowed down.

A skin care brand wants to open a new product. It was heard that men's skin care is very fierce,"a month-on-month increase of 150%-200%". It is not surprising that stock competition has intensified and it is pouring into marginal categories in search of increments. After all, in the past few years, the beauty industry became more fierce, but not many survived and lived well.

However, since then, its development has clearly exceeded people's expectations. Since 2025, official male spokespersons such as Estee Lauder, L'Oréal and Sulico, while Peléal, Lin Qingyan, Han Shu, Gu Yu and HBN have lined up to enter the men's skin care market.

In just two years, why has a marginal category become hot? Cosmetics Watch found that the key lies in the super hot models. Ocean Supreme prism facial cleanser sells for 89.9 yuan and sells more than 5.6 million units a year. Gu Yu Lingyun and Half Mu Huatian Men's Skin Care Set are also sold on the Internet, and 520 and Qixi Festival are even out of stock.

What is more worth studying is whether the super hot money is a super demand or a super traffic. It is understood that they do not have super anchors to bring goods, nor do they buy rough quantities; the former starts from their own use, and the latter starts from gifts. They all use small-cost content to plant grass to verify demand, and release and convert them multiple times to detonate the gains and increase the volume. The entire network.

GMV increased 10 times in four years

Holiday gift gift box for men

Men's skin care has become a hit, but half an acre of flower fields is quite surprised.

They have been working for more than ten years and are strong in personal protection, with GMV accounting for more than 70% of them. However, when it comes to getting things, facial protection overtakes personal protection, accounting for 85% at its peak. "Entering the outbreak period, the ones that sell well are skin care suits, which have increased several times in a year." The person in charge of the brand said.

The team reviewed the review and found that it was related to the crowd. Users of the brand who are getting things are 5 years younger than those of other websites, and 75% are aged 18-30. Even if they are the same age, they promote discounts in overseas stations, watch trends when getting things, like personalized packaging and IP co-branding, emphasize "face engineering (skin care)", and are willing to try and share.

Because of the proactive layout, half an acre of flower fields received a wave of dividends. In 2023, they worked hard to get things, and since then, the data has soared, and the GMV has increased tenfold in four years. This strengthened the confidence of the team.

Shortly after entering the game, they discovered that men's skin care was exploding, which was at variance with the traditional promotion, which may be an opportunity. The platform operation recommends that you take cleansing as a gift for women first. Because of the fact that you get men's skin care, 40% of the orders come from cleansing, and the proportion of women buying is extremely high.

The suggestion was ultimately adopted. Soon, a men's skin care gift box containing cleansing mousse, skin cleansing lotion and matte milk was on sale exclusively at Dewu. The person in charge said that the fastest way to get a product is content + activities."Big nodes can pull a product directly." At the four major nodes of getting things, namely Valentine's Day, 520, Qixi Festival and Shuangdan, gift consumption has soared, contributing at least 30% to 40% of the brand's sales.

In 2024, on the eve of 520, the team began to push this gift box vigorously. They use the structure of "festivals/scenes + gifts + expectant care" to spread a large amount of grass planting content in the community, cleverly integrating product contributions, scenes and values, such as "520 gift boyfriend skin care gift box, refreshing and not sticky","lazy boyfriend 520 is saved","exquisite boyfriend cultivation record &520 will give it to him", etc.

Source: Dewu App@ Gu Xicheng X

Despite the preparation, it was still surprising. "When you reach the active node, it explodes all of a sudden." The person in charge recalled that in May, nearly 10,000 new men's gift boxes were sold with a single link. Later, after investigation, they found that purchasing users were extremely sticky, and students and others also helped spread the product.

After the detonation, the suit went online for sale, taking advantage of the trend to cut a bigger cake. In the end, driven by cleansing mousse and men's skin care suits, half an acre of flower field facial care was sold to become a popular channel.

In May of this year, the second-generation men's skin care gift box in Half Mu Huatian was also sold exclusively at Dewu. During the testing period, relying on mature methodologies, the monthly sales of new products exceeded nearly 10,000 orders. After initially measuring the results, they have been launched on other platforms one after another.

They feel that the market has not been satisfied in the past two years, but this year many brands are getting things and making noise. Nowadays, men's skin care has become popular. Gu Yu, Banmu, Pelaiya and HBN are also getting online men's skin care gift boxes, and sales are still growing rapidly so far.

Do subtraction and kill big products for your own use

The new product GMV breaks 100 million and is a super hit

Leading brands are coming off one after another, and Ocean Supreme must speed up its run.

It has focused on men's skin care from the beginning, focusing on single products. After five years of progress, I encountered an explosion in gifts and made a three-piece gift box with facial cleansing and water emulsion. In the second year, monthly sales of gift boxes exceeded 1 million yuan, and monthly sales increased by 1 million yuan every year since then. As of the end of 2025, the cumulative sales of this gift box have exceeded 100 million yuan.

Gift boxes are selling well and gift consumption has spilled across the Internet. Ocean Supreme must prove itself again. It does the opposite, first doing "subtraction" and making the single product deeper. But this is not easy. Cleansing is the first category of skin care for men. It is also the leader of various brands. There are international brands in front of it, and domestic products in the back.

Internal discussions suggest that young men are paying more and more attention to skin and appearance, much like the stage when girls paid attention to skin care twenty years ago. The big skin care industry starts with basic cleaning and will extend to oil control, repair and anti-aging. Although the base for acne removal and nursing care is small, it is growing significantly, and platform data also confirms this.

If you want to seize opportunities for category penetration, you must lay out in advance. The three major pain points for men's skin are strong oil secretion, large pores, and prone to acne. However, male care is not as complicated as women, and we cannot waste too much time to solve problems.

In May 2025, the upgraded prism facial cleanser will be sold exclusively at Dewu. In fact, many new products of Ocean Supreme are being launched because the platform population overlaps with target users extremely high, with higher reach efficiency and lower cost, making it particularly suitable for product verification. "If the sales are good inside the station, increase the promotion outside the station." The person in charge of the brand said.

The new product combines "washing" and "protecting" to simultaneously achieve moisturizing, oil control and acne removal. During the cold start stage, they laid out 200 evaluation and cleaning guides around topics of concern to men such as "becoming handsome","refreshing","quick degreasing" and "easy acne removal" to deeply bind the efficacy to the scene.

Source: Dewu App@ Shi Jasmine Tea

Users are attracted by these content and jump to the product details page. They will see more information than external websites, including out-of-box selections, efficacy reports, user experiences, etc. For example, the efficacy report shows that the brand once invited 32 men aged 19-39 in Huangpu, Guangzhou to conduct a 29-day test to confirm that it has "oil control effect."

In addition to laying content, the brand also uses related pre-sales, discounts for newcomers, first-order gifts and seconds kill. When the new product was launched, daily sales quickly reached several thousand yuan, reaching 100,000 yuan in the first month. A few months later, the Qixi Festival superimposed on the school season, and it directly ranked second in the category of food facial cleanser, second only to Chanel.

Later, this item was also sold as a hit in Douyin and Tmall. It sells for 89.9 yuan, with a total of more than 5.6 million units sold on the entire platform a year, which is roughly estimated to be a billion-level hit.

After the products were booming, they went back to make gift boxes to drive sales of lipstick, face cream and perfumes. "When making a gift box, no one will put six face washes in one place and use other items while making them." When it comes to getting things, gift boxes are the explosion point, and large items are the basic plate.

ROI is 2-3 times higher than traditional shelves

Brand launch increased by 60% year-on-year

After it became popular, prisms and others became learning objects for disassembly. The founder of Ocean Supreme once joked that "even we were surprised to see it" by a third-party organization.

Large traffic is ebbing, and businesses that rely on channels and talent to quickly start up have experienced a decline from their peak. Many brands are now facing the test of starting a business again, either crossing borders to do other people's businesses, or deepening what they are doing well.

The case of Ocean Supreme and Half Acre Flower Field is not only a way to cut in, but also an update of the style of play. Different from paying heavily to hire top-notch people, they choose to verify their products with low-cost content during the testing and growth stages. After starting the volume, they use commercial tools to amplify and break the circle, and finally sell them into super hot products across the Internet.

Regarding this starting methodology, the founder of Ocean Supreme accepted an interview with "Cosmetics Watch" and said that there is actually no special skill. It is nothing more than screening a large number of amateur bloggers, product trials and co-creation content, and then feeding back good content to the data, and a small amount of it. Multiple streaming tests, based on evaluations such as clicks and favorites, whether to continue streaming.

In the past, big fish in water were big and could buy rough quantities. Now they have to be careful and pursue efficiency and transformation. At Ocean Supreme, S-class items are re-sold every day, and the rest are re-sold every week or every month. Depending on the distribution and changes of channels, content and products, the delivery budget follows the transaction. Otherwise, even if the results are verified, the best outbreak period will be missed.

Co-branded gift box source: Dewu App@ Nianyu Xinghe

The brand revealed that the ROI of their products is 5-10, of which the gravity estimate is 5-8. The ROI of products is generally high, which is about 2-3 times that of shelf e-commerce. He feels that compared to the talent label, good content is the key to transformation. They once spent 50 yuan on a piece of content, which resulted in sales of tens of thousands of yuan.

Half an acre of flower fields also felt the same. They feel that all online channels have the lowest customer acquisition costs and promotion fees. In the past few years, new products were launched cold and information flow advertisements were also posted. Now they mainly rely on content to grow grass.

"Getting things is not a traditional streaming logic. Content planting produces precipitation, which can be seen and searched by users, and has long-term value." The person in charge of the brand believes that the shopping mall + community model has a shorter link from planting grass to transaction, and smoother clicks and jumps. Half an acre of flower field is growing species of grass, and the average conversion rate is about 15%. They posted a picture and text, which actually brought in sales of 90,000 yuan.

Different tracks and different entry points, but all point to the same methodology, that is, using content to verify needs in the community, transforming transactions in the mall, and using tools such as material promotion to amplify efficiency. Brands that have received dividends are increasing investment this year and frantically accumulating user assets. A skincare brand said that this year's launch attraction has increased by more than 30% year-on-year, while the launch of products has increased by nearly 60% year-on-year.

This silky and high-speed system also relies on a key export transformation, namely super single products. It is a prism for Ocean Supreme, and a cleansing mousse for half an acre of flower fields.

Who will be next? Now, the leading brands have collectively stepped down, allowing male user scenarios to be quickly refined. In addition to skin care, needs for care, fragrance and other segments have also been stimulated. The constantly emerging supply may offer the next super hit in the fierce confrontation.

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This article explores Aromatherapy, fragrance, perfume, essential oil, non-fire aroma, aroma candle, rattan aroma, home aroma, natural aroma, diffuser, sharing the latest industry insights and offering practical references for enthusiasts.

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