登顶抖音TOP1 海洋至尊改写男士护肤格局

This article shares how Ocean Supreme, a domestic Chinese men's skincare brand that topped Douyin's men's skincare sales ranking, broke out in the market. Key takeaways are as follows:

1. Core achievements: Ocean Supreme is currently recognized as China's top domestic men's skincare brand. It took the No.1 spot in men's skincare sales on Douyin in April this year, ranked among the top 3 in men's skincare on platforms including JD.com and Taobao/Tmall -- and is the only domestic Chinese brand on those top rankings. It leads sales in multiple niche segments: its star product, Triangular Prism Cleanser, has sold over 17 million units, while its multi-effect essence lotion has sold over 10 million units. It has also ranked first in customer satisfaction for men's oil-control skincare nationwide for five consecutive years.

2. Success factors: Instead of following the common industry trend of only focusing on deep-cleansing products for men, the brand targeted men's real skin pain points: oily and acne-prone skin, as well as dryness and redness caused by over-cleansing. It invested heavily in R&D to develop fourth-generation root oil-control technology, built co-founded laboratories with multiple professional institutions, and developed a full-scenario product matrix. It also built brand recognition through multi-channel marketing, and established an omnichannel online-offline presence to accumulate users.

Using Ocean Supreme as a case study, this article summarizes breakout strategies for domestic Chinese brands in the men's skincare track, offering actionable insights for brands entering this space:

1. Industry status and trends: Men's skincare is a high-growth segment where domestic Chinese beauty brands are increasingly investing. For a long time, the market has been dominated by foreign brands that already hold strong consumer mindshare, and the industry suffers from product homogenization, with unmet real user needs. The sector is now entering a new phase of professionalization, efficacy-focus and branding, leaving abundant room for domestic Chinese brands to break through.

2. Product R&D direction: Brands need to move beyond the superficial perception that men's skincare only needs strong cleansing. They should focus on the specific skin characteristics and daily life scenarios of Chinese men to target segmented needs, build differentiation through technological innovation, and leverage open scientific research cooperation to build professional R&D platforms. Starting from core efficacy, brands can gradually expand their product lines to build a full-scenario product matrix, and establish long-term competitive barriers through scientific research and product strength.

3. Branding and channel experience: Brands should leverage the efficient reach of content e-commerce, use spokespeople that align with their brand tonality to strengthen awareness, and combine third-party authoritative endorsements with emotional storytelling to build long-term brand mindshare. They should also layout offline KA channels to build a closed omnichannel sales loop that integrates online and offline operations.

This article outlines the current status of the men's skincare track and Ocean Supreme's success experience, offering directional guidance for sellers:

1. Track opportunities: Men's skincare remains a high-growth, high-potential track, and has long been dominated by foreign brands, leaving significant room for domestic Chinese brands to grow their market share. The industry suffers from widespread product homogenization, leaving many real consumer pain points unaddressed, such as dryness, redness and even oilier skin caused by over-cleansing. Beyond facial care, there is also massive growth potential in other men's personal care segments including shampoo and body wash.

2. Actionable operational takeaways: Sellers can first launch a core hit product as a traffic entry point to the market, then gradually expand product categories to build a hit product matrix. They should rely on proven product efficacy to build word-of-mouth and drive repeat purchases. Online, they should capitalize on traffic from content e-commerce platforms, pair with authoritative endorsements and emotional content to build brand mindshare, while expanding offline KA channels to add more user touchpoints and build a closed omnichannel sales loop.

3. Risk warning: Relying solely on traffic dividends is not sustainable for long-term survival. To avoid homogenized competition, sellers must invest in product R&D and long-term brand building to withstand market cycles.

This article reveals the latest demand trends in the men's skincare track, offering insights for manufacturing factories:

1. Product design and manufacturing demand: Men's skincare is shifting from homogeneous deep-cleansing products to professional root oil-control solutions. Consumers increasingly prioritize products that can actually solve real pain points including oiliness, acne and dryness. Factories need to follow the latest R&D directions for oil-control technology, adjust formula development to fit the skin characteristics of Chinese men, and meet brands' demand for upgraded efficacy and technology.

2. Business opportunities: More and more domestic Chinese brands are entering the men's skincare track, and most are expanding from single-category facial care to full-scenario men's personal care, which requires factories to support multi-category production capacity. At the same time, as brands increasingly value scientific research cooperation, factories can proactively partner with professional research institutions to improve their own R&D capabilities, and secure more cooperation opportunities with high-quality brands.

3. Digital e-commerce takeaways: Most new brands start online and expand offline gradually. Factories need to adapt to the demand of new brands for flexible small-batch, multi-batch production for online channels, while also supporting large-batch supply for big offline channels. They should advance digitalized production to meet the multi-channel development needs of brands.

This article outlines the current development trends of the men's skincare industry and reveals the core pain points of beauty brands, offering references for service providers:

1. Industry development trends: Domestic Chinese men's skincare is in a period of rapid growth. The industry has shifted from rough competition based on basic functions to professional, efficacy-focused and brand-driven competition. After completing online cold start, most new brands will expand to omnichannel layout, driving continuous growth in demand for professional services.

2. Core client pain points: Most brands currently entering the men's skincare track only have a superficial understanding of men's skincare needs, and lack specialized R&D technology targeted at Chinese men's skin characteristics. Most rely only on traffic advertising for short-term growth, and struggle to convert traffic into long-term stable brand mindshare.

3. Solution directions: Service providers can build specialized platforms for efficacy R&D and efficacy testing centered on the segmented needs of men's skincare, to provide technical R&D support for brands. For new brands, they can also offer supporting services including brand positioning, content marketing and omnichannel operations, helping brands complete the full process from traffic conversion to mindshare building, and support new brands' channel expansion from online to offline.

Ocean Supreme's growth trajectory reflects the demand of emerging domestic brands for platforms, and offers insights for investment and operation teams at all types of platforms:

1. Core demands of brands to platforms: Content platforms need to provide traffic support for emerging brands to help them complete user education and product cold start. E-commerce platforms need to provide resource support for user research and brand mindshare display. Offline retail platforms need to open market access to emerging domestic brands with strong product strength, helping brands complete their omnichannel user touchpoint layout.

2. Best practices for platforms: E-commerce platforms can co-build professional laboratories with leading brands in segmented tracks, similar to Tmall's co-founded men's skincare lab with Ocean Supreme. This helps brands quickly capture user needs, advance new product R&D, support the growth of domestic brands in segmented tracks, and improve the platform's own category competitiveness.

3. Investment and operation trends: As men's skincare is a clear high-growth track, platforms can specifically target emerging domestic men's skincare brands with strong product strength and R&D capabilities, offer preferential traffic and resource support to enrich the platform's category structure. At the same time, platforms should avoid brands that only focus on traffic marketing with no core product strength, to prevent wasting platform resources.

Through the typical case of Ocean Supreme, this article reveals new trends in the current domestic Chinese men's skincare industry, offering a high-quality sample for industrial research:

1. New industry trends: Domestic Chinese brands are collectively increasing investment in the men's skincare track, and the long-standing market dominance of foreign brands is being broken. Domestic brands have already achieved breakthroughs across multiple platforms, and the industry is shifting from homogenized low-price competition to a new phase of professionalization, efficacy-focus and branding, with long-term operation becoming the core competitive logic.

2. Core existing industry problems: The men's skincare industry has long faced challenges including long consumer education cycles and underdeveloped user loyalty. Most brands still only have a superficial understanding of men's skin needs, and over-cleansing products have actually created new pain points for consumers. Many new brands still rely on traffic dividends, and lack the awareness and capability for long-term brand mindshare building.

3. Core research directions: Future research can focus on the transition path of new consumer brands from online traffic-driven brands to omnichannel national brands, the new model of domestic brands building technical barriers through open scientific research cooperation, and the branding and mindshare building methods of domestic brands in the segmented men's skincare track, to provide references for the upgrading and development of China's local beauty industry.