The Originote: TikTok Viral Products Beauty Trend in Indonesia
Maxwell2024-06-24 06:15:23

In the ever-evolving landscape of digital marketing, TikTok has not only revolutionized social media but has also emerged as a pivotal platform for brands aiming to penetrate the beauty and skincare markets. One standout example of TikTok's transformative power is The Originote, an Indonesian beauty brand that has achieved unprecedented success in Southeast Asia, particularly on TikTok.


Brand Overview

The Originote is a locally beloved Indonesian brand renowned for its wide array of skincare essentials including hydrating creams, serums enriched with hyaluronic acid, and sunscreens formulated for tropical climates. Positioned as an affordable luxury, products are priced attractively between 15 to 25 RMB, ensuring accessibility without compromising on quality. The brand has strategically leveraged multiple e-commerce platforms such as TikTok Shop, Lazada, Shopee, Tokopedia, and Sociolla to maximize its market reach and impact.


The Rise to TikTok Shop Dominance

Strategic Storefront Expansion

Central to The Originote's market strategy is its robust presence on TikTok Shop, where it operates 10 distinct storefronts across Southeast Asia. This includes 3 stores in Indonesia, 2 in Malaysia, 2 in Vietnam, 2 in the Philippines, and 1 in Thailand. Each storefront is meticulously tailored to local preferences and consumer behaviors, reflecting the brand's deep understanding of regional markets and commitment to personalized engagement.

Influencer Collaboration: A Key Driver of Success

A critical factor behind The Originote's meteoric rise is its strategic collaboration with over 50,000 local influencers. These influencers, including notable names like @BeautyWithGrace and @SkincareSavvy, play a pivotal role in amplifying brand visibility and fostering consumer trust. Through a symbiotic relationship that combines influencer endorsements with strategic storefront placement, The Originote has effectively harnessed TikTok's dynamic ecosystem to drive unprecedented sales growth.


Diversified Product Portfolio: Meeting Every Skincare Need

Comprehensive Product Offerings

Beyond its bestselling moisturizer, The Originote boasts a diverse product lineup comprising 27 meticulously curated skincare solutions. From targeted acne treatments to rejuvenating serums and sun protection essentials, each product is crafted to address specific skincare concerns prevalent across Southeast Asia. This strategic diversification not only enhances consumer choice but also solidifies The Originote's reputation as a holistic skincare provider catering to diverse demographic needs.

Tailored Skincare Sets for Regional Markets

Recognizing the nuanced preferences of consumers in different Southeast Asian markets, The  Originote has introduced customizable skincare sets designed to optimize user experience and satisfaction. For instance, in Indonesia, the brand offers the "Six-in-One Anti-Aging Care" set priced at 172 RMB, while in Malaysia, the "Two-in-One Moisturizer + Serum" bundle is available for 24 RMB. These curated sets not only drive sales volume but also foster brand loyalty by offering tailored solutions that resonate with local consumer expectations.


Hyalucera Moisturizer: The Brand's Flagship Product

At the heart of The Originote's success story lies its star product, the Hyalucera Moisturizer. Infused with a potent blend of hyaluronic acid, ceramides, and microalgae extracts, this moisturizer stands out for its universal appeal across all skin types. Priced competitively at 18.2 RMB, it offers exceptional value without compromising on efficacy. The Hyalucera Moisturizer has not only become a bestseller but also a viral sensation on TikTok, with over 167 million units sold and sales exceeding 4 billion RMB as of January 2024.


Exploring More TikTok Viral Beauty Products: Utilizing Shoplus for Market Insights

If you're looking to explore more exemplary TikTok beauty brands like The Originote, leveraging tools such as Shoplus can provide invaluable insights. Shoplus serves as an effective TikTok analytics tracker, especially beneficial for TikTok shop sellers seeking winning products and evaluating market potential. This free TikTok analytics viewer enables sellers and creators to monitor TikTok trends, track views and likes of breakout hashtags within specific timeframes, and explore trending hashtags related to their products. Furthermore, Shoplus allows users to view category trends across TikTok's major sales countries over different periods, facilitating informed marketing decisions and strategic planning.


Future Prospects and Market Expansion

Looking ahead, The Originote remains committed to expanding its market footprint beyond digital platforms, including viral products on TikTok. In May 2023, the brand announced plans to venture into offline retail by partnering with global chains like Guardian. This strategic move aims to tap into a broader consumer base and further solidify its market leadership in affordable skincare solutions across Southeast Asia.



In conclusion, The Originote's unparalleled success on TikTok underscores its mastery of digital marketing, product innovation, and consumer-centric strategies. By aligning its offerings with evolving consumer preferences, harnessing the influence of local influencers, and maintaining a steadfast commitment to affordability and quality, The Originote has not only dominated TikTok's beauty category but has also set a benchmark for other brands aspiring to capture Southeast Asia's burgeoning skincare market.

As it continues to expand its offline presence and diversify its product portfolio, The Originote is poised to sustain its growth trajectory and reinforce its status as a trailblazer in the beauty industry, offering accessible skincare solutions that resonate with consumers across the region.


Maxwell, an experienced product analyst in e-commerce, focuses on analyzing TikTok's product trends. With extensive hands-on experience in market research and consumer behavior analysis, he offers actionable insights for brands to enhance their TikTok presence.