Brand strengthens presence in Southeast Asia and prepares to showcase at Cosmoprof Asia 2025 in Hong Kong
K-beauty brand Daily Weekly is accelerating its global expansion efforts following a notable performance in the Vietnamese beauty market. The brand achieved a complete sell-out of its Coollasting skincare line during a TikTok live commerce session hosted with popular Vietnamese influencer Phương Sena.
The live broadcast, held during peak evening hours for about 90 minutes, drew significant engagement from viewers. Throughout the session, Phương Sena highlighted the product line’s core benefits—instant cooling and long-lasting skin-soothing effects—while responding in real time to questions about texture, skin type suitability, and daily usage. The prepared inventory sold out within minutes, underscoring strong local resonance.
According to Daily Weekly’s marketing team, TikTok Live plays a critical role in beauty purchasing behavior in Vietnam.
“Consumers in Vietnam tend to make faster decisions when they can see and interact with the product in real time,” a brand representative explained. “The synergy between Phương Sena’s trusted influence and the product’s unique cooling experience was a key factor in the sell-out performance.”
Customer feedback following the broadcast was also positive, with reviews noting benefits such as “makeup stays intact,” “refreshing even in hot, humid weather,” and “cooling effect lasts longer than expected.” These responses provide valuable insights for adapting content and messaging to Vietnam’s climate and beauty culture.
Building on this momentum, Daily Weekly will officially participate in Cosmoprof Asia 2025 this November in Hong Kong, where it plans to meet international buyers and strengthen its presence in the global beauty market.
“Our success in Vietnam marks only the beginning,” the brand representative said. “We will continue to expand our global footprint by advancing product portfolio strategy and strengthening international distribution partnerships.”