How to Introduce a UK Beauty Brand to China


How to Introduce a UK Beauty Brand to China
A smartphone playing a livestream of a Chinese Key Opinion Leader who is making advertising for the Dr. PAWPAW lip products and is laying right next to the keyboard of a computer which is used by a person typing something into Dr. PAWPAW’s website.

We made use of Social Commerce to accelerate the business of a UK brand in China.

the challenge

Dr. PAWPAW is UK’s leading Pawpaw INS and clean beauty brand with the mission to provide everyone with multipurpose skin and lip care products suitable for all parts of the body. After we executed their venture to China, we next targeted accelerating their e-commerce business with social commerce.


To achieve success, we utilized liveshopping and KOL cooperations in their tailor-made marketing mix throughout the major social media platforms in China. Liveshopping can fulfill several purposes, particularly for newly established brands, serving as a great way to gain traction in China, where their brand may not be as famous as in Europe.


Since 2021, the brand is available in China via a global flagship store, set up and operated by WongDoody Asia Pacific.

By tapping into the key opinion leader’s large followership, Dr. PAWPAW was able to establish itself in the new market. We sold over 800 pieces of DR. PAWPAW’s balm within 10 minutes during a successful cooperation with a key opinion leader. In under 6 months, our store fan base has grown to 70,000, securing us a position among the Top 8 brands in the category of imported lip balm on Tmall, and we have been one of the top performing brands during the Double 11 campaign.

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More Work

Looking for more information? Here are a few examples of WongDoody making an impact.