Dr. Mellaxin Tops TikTok Shop US Sales & Expands to Australia
- The TikTok Shop is rapidly becoming a proving ground for international brands, and few have demonstrated that potential as dramatically as Dr.
- Melaxin positions itself as a “slow aging” brand, focusing on addressing common skincare concerns like freckles, pigmentation, pores, and sagging skin through research-backed formulations.
- Melaxin broadened its reach to the US, Japan, and Southeast Asia in 2024.
The TikTok Shop is rapidly becoming a proving ground for international brands, and few have demonstrated that potential as dramatically as Dr. Melaxin, a South Korean skincare company. Launched in , Dr. Melaxin has seen explosive growth on the platform, reaching a gross merchandise volume (GMV) of $23.7 million as of .
Dr. Melaxin positions itself as a “slow aging” brand, focusing on addressing common skincare concerns like freckles, pigmentation, pores, and sagging skin through research-backed formulations. This science-led approach echoes the success of other brands on TikTok Shop, notably Medicube, suggesting a preference among consumers for products with demonstrable efficacy claims.
The company’s expansion strategy has been aggressive. After establishing itself in South Korea, Dr. Melaxin broadened its reach to the US, Japan, and Southeast Asia in . Simultaneously, it launched on both Amazon and TikTok Shop in , with a dedicated US launch following in . The TikTok Shop, however, has become the primary driver of its recent success.
A key product fueling this growth is the Peel Shot Glow Rice Ampoule Duo, a serum designed for brightening, exfoliating, and moisturizing. Between and , this product alone generated $7.86 million in revenue. Dr. Melaxin has sold 607,000 units across 53 different stock keeping units (SKUs) on TikTok Shop since its initial listing on .
The brand’s success isn’t solely attributable to product quality. Dr. Melaxin has leveraged the power of TikTok’s creator ecosystem, working with 16,600 creators to promote its products. Notably, a surge in GMV to $12 million between and coincided with a viral content strategy. According to a LinkedIn post by Can Chan, the winning formula involved live demonstrations showcasing immediate product effects and the subsequent influx of creators eager to capitalize on the growing trend. This created a positive feedback loop: more creators, more viral content, and more sales.
Chan’s post highlights a particularly striking outcome: at least one creator reportedly earned over $1 million in commissions during a single month promoting Dr. Melaxin’s hero products. This underscores the significant earning potential for creators on the platform and incentivizes further participation.
The success of Dr. Melaxin is attracting attention within the industry. Analysts at Charm.io predict that QVC, Medicube, and Dr. Melaxin are all poised to be winners during the holiday season on TikTok Shop, indicating a sustained momentum for these brands.
However, recent data from FastMoss suggests a potential slowdown. The platform indicates that Dr.Melaxin.USA has not sold any products in the last 28 days as of the data update. While the store has historically listed products, and currently has products for sale, the recent lack of transactions raises questions about the sustainability of its growth trajectory. The FastMoss data also shows that the average number of shoppable LIVEs and videos are at the category average, suggesting a potential need to re-evaluate content strategy.
Dr. Melaxin’s story illustrates the unique dynamics of TikTok Shop. It’s not simply about offering a good product; it’s about harnessing the platform’s content format and cultivating relationships with creators. The combination of product, content, and creators appears to be a potent formula for success, but as the FastMoss data suggests, maintaining that momentum requires continuous adaptation and innovation. The brand currently boasts over 248,000 units sold and more than 44,800 followers on its TikTok Shop, with a positive feedback rate exceeding 86%, and a high rate of prompt shipping (41+% ships within 48h) and customer service response (89+% replies in 24h).