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The #1 Eyelash Brand in Southeast Asia.
The #1 Eyelash Brand in Southeast Asia.
The Category King
The #1 Eyelash Brand in Southeast Asia.
The Category King
Overview
Today, it stands undisputed as the country's national eyelash brand, maintaining the #1 ranking in its category while rapidly expanding into the Philippines and Indonesia.
We don't just launch brands; we engineer market leaders. In just 3 months, we orchestrated Mlen Diary’s explosive entry into Vietnam from scratch.
The Category King
The Challenge
Entering a highly saturated beauty market requires more than just translating product descriptions. The challenge was breaking through the cultural barriers and building profound trust with local consumers.
We needed a strategy that moved beyond vanity metrics to create an emotional resonance that would translate into sustainable GMV growth and offline retail demand.
The Category King
The Solution
We launched the 'In Other Words' (I.O.W) campaign—a hyper-localized marketing masterpiece tailored for Vietnam's top KOL, Võ Hà Linh. By aligning the brand with female empowerment, we achieved over 500 million impressions.
Native Content Offline Retail Livestream E-commerce
Simultaneously, we deployed our heavy offline infrastructure, successfully pushing Mlen Diary into Vietnam's top 8 mainstream retail chains, creating an unshakeable O2O ecosystem.
The Category King
The Category King
Performance Results
The numbers speak for themselves. On January 1st, 2024, our team shattered the ceiling of the beauty tools category on TikTok Vietnam.
Annual GMV
Generated nearly 50 million RMB in annual sales in the Vietnam market alone, maintaining a strong AOV.
Single-Live Record
Created an unbroken TikTok sales record for the beauty tools category in a single livestream.
Retail Penetration
Physical stores fully covered, securing prime shelf space across Hasaki, Watsons, Aeon, and 5 other major chains.
The momentum continues as we dominate both digital algorithms and physical retail shelves.
The Category King
Final thoughts
Beyond Traffic, Building Assets The Mlen Diary success story is a testament to the Go Boundless methodology. By integrating elite strategic planning with aggressive native execution, we prove that cross-border expansion isn't just about selling products—it's about acquiring long-term market dominance and pricing power in Southeast Asia.
The Category King
Credits
Jeff Zhang
Coco Wu
Jane Nguyen
Lily Nguyen
Project Lead
Product Director
KOL & PR Operations
Retail & BD
Previous Project
Next Project
The #1 Eyelash Brand in Southeast Asia.
The #1 Eyelash Brand in Southeast Asia.
The Category King
The #1 Eyelash Brand in Southeast Asia.
The Category King
Overview
Today, it stands undisputed as the country's national eyelash brand, maintaining the #1 ranking in its category while rapidly expanding into the Philippines and Indonesia.
We don't just launch brands; we engineer market leaders. In just 3 months, we orchestrated Mlen Diary’s explosive entry into Vietnam from scratch.
The Category King
The Challenge
Entering a highly saturated beauty market requires more than just translating product descriptions. The challenge was breaking through the cultural barriers and building profound trust with local consumers.
We needed a strategy that moved beyond vanity metrics to create an emotional resonance that would translate into sustainable GMV growth and offline retail demand.
The Category King
The Solution
We launched the 'In Other Words' (I.O.W) campaign—a hyper-localized marketing masterpiece tailored for Vietnam's top KOL, Võ Hà Linh. By aligning the brand with female empowerment, we achieved over 500 million impressions.
Native Content Offline Retail Livestream E-commerce
Simultaneously, we deployed our heavy offline infrastructure, successfully pushing Mlen Diary into Vietnam's top 8 mainstream retail chains, creating an unshakeable O2O ecosystem.
The Category King
The Category King
Performance Results
The numbers speak for themselves. On January 1st, 2024, our team shattered the ceiling of the beauty tools category on TikTok Vietnam.
Annual GMV
Generated nearly 50 million RMB in annual sales in the Vietnam market alone, maintaining a strong AOV.
Single-Live Record
Created an unbroken TikTok sales record for the beauty tools category in a single livestream.
Retail Penetration
Physical stores fully covered, securing prime shelf space across Hasaki, Watsons, Aeon, and 5 other major chains.
The momentum continues as we dominate both digital algorithms and physical retail shelves.
The Category King
Final thoughts
Beyond Traffic, Building Assets The Mlen Diary success story is a testament to the Go Boundless methodology. By integrating elite strategic planning with aggressive native execution, we prove that cross-border expansion isn't just about selling products—it's about acquiring long-term market dominance and pricing power in Southeast Asia.
The Category King
Jeff Zhang
Coco Wu
Jane Nguyen
Lily Nguyen
Project Lead
Product Director
KOL & PR Operations
Retail & BD
Previous Project
Next Project
The #1 Eyelash Brand in Southeast Asia.
The #1 Eyelash Brand in Southeast Asia.
The Category King
The #1 Eyelash Brand in Southeast Asia.
The Category King
Overview
Today, it stands undisputed as the country's national eyelash brand, maintaining the #1 ranking in its category while rapidly expanding into the Philippines and Indonesia.
We don't just launch brands; we engineer market leaders. In just 3 months, we orchestrated Mlen Diary’s explosive entry into Vietnam from scratch.
The Category King
The Challenge
Entering a highly saturated beauty market requires more than just translating product descriptions. The challenge was breaking through the cultural barriers and building profound trust with local consumers.
We needed a strategy that moved beyond vanity metrics to create an emotional resonance that would translate into sustainable GMV growth and offline retail demand.
The Category King
The Solution
We launched the 'In Other Words' (I.O.W) campaign—a hyper-localized marketing masterpiece tailored for Vietnam's top KOL, Võ Hà Linh. By aligning the brand with female empowerment, we achieved over 500 million impressions.
Native Content Offline Retail Livestream E-commerce
Simultaneously, we deployed our heavy offline infrastructure, successfully pushing Mlen Diary into Vietnam's top 8 mainstream retail chains, creating an unshakeable O2O ecosystem.
The Category King
The Category King
Performance Results
The numbers speak for themselves. On January 1st, 2024, our team shattered the ceiling of the beauty tools category on TikTok Vietnam.
Annual GMV
Generated nearly 50 million RMB in annual sales in the Vietnam market alone, maintaining a strong AOV.
Single-Live Record
Created an unbroken TikTok sales record for the beauty tools category in a single livestream.
Retail Penetration
Physical stores fully covered, securing prime shelf space across Hasaki, Watsons, Aeon, and 5 other major chains.
The momentum continues as we dominate both digital algorithms and physical retail shelves.
The Category King
Final thoughts
Beyond Traffic, Building Assets The Mlen Diary success story is a testament to the Go Boundless methodology. By integrating elite strategic planning with aggressive native execution, we prove that cross-border expansion isn't just about selling products—it's about acquiring long-term market dominance and pricing power in Southeast Asia.
The Category King
Jeff Zhang
Coco Wu
Jane Nguyen
Lily Nguyen
Project Lead
Product Director
KOL & PR Operations
Retail & BD
Previous Project
Next Project
We transform brands. Your success is next.
Start your project now by booking a one-on-one consultation with our expert.
Meet the partners who are part of our success story
We transform brands. Your success is next.
Start your project now by booking a one-on-one consultation with our expert.
Meet the partners who are part of our success story
We transform brands. Your success is next.
Start your project now by booking a one-on-one consultation with our expert.
Meet the partners who are part of our success story