Key Takeaways:
DS Laboratories: Science Meets Market Complexity
When DS Laboratories entered China’s booming haircare market in 2021, it brought proprietary biotech innovations like Nanoxidil and advanced nanoliposome delivery technology. The brand had credibility, efficacy, and science—but in such a complex and fast-moving beauty market, it needed guidance from partners who truly understood the landscape.
Consumer interest had shifted dramatically. The category once defined by shine and nourishment is now dominated by scalp-health management. Premium, efficacy-driven products targeting scalp barrier repair and follicle health were suddenly in demand. For DS Labs, the opportunity was clear; execution was not.
Partnership over Distribution
Traditional distributors, focused on inventory and margins, were ill-suited to this new reality. As Marshall Chen, co-founder and CEO of S’YOUNG International explained, “Traditional distributors are sales-driven, whereas the China Partner (CP) model is built based on brand building.”
This distinction is critical. Distributors prioritize short-term ROI, while S’YOUNG International’s CP model emphasizes long-term equity, real-time pivots, and resilience. In other words, these are qualities essential for overseas brands facing China’s volatility.
DS Labs faced three common challenges: fast-changing trends, fierce competition, and long investment cycles. S'YOUNG International guided the brand with disciplined execution and data-driven localization. Conventional models aren't equipped to handle China's complex and rapidly evolving market landscape, Chen noted. Rather than pushing volume through basic SKUs, S'YOUNG International built a strategy anchored in consumer insight and scientific credibility.
S'YOUNG International recognized DS Labs' strength as a research-driven brand and determined that this strength was particularly well-suited for the Chinese market, positioning it as a scalp health solution rather than generic hair care.
This positioning allowed DS Labs to stand out in a crowded category, appealing to ingredient-savvy consumers who valued performance and science.
Building Through Education, Authenticity, and Patient Capital
DS Labs has always led with high-efficacy treatments. China validated that leave-ons convert at scale, and this insight accelerated the global shift toward treatment-first architecture. Premium products had longer decision cycles and higher conversion thresholds. S’YOUNG International pivoted to serums and scalp essentials, leveraging efficacy and influencer credibility to accelerate adoption.
This shift from a product-centric to an audience-centric strategy was powered by real-time consumer insights. Rather than a one-time adjustment, it was an ongoing process of listening, adapting, and refining.
To scale this approach, S’YOUNG International implemented a FACT-driven strategy, leveraging feed, affiliate, campaign, and top key opinion leader (KOL) elements across platforms (hence the FACT acronym). Within this framework, DS Labs built an affiliate ecosystem powered by ingredient analysis, professional reports, and efficacy-first narratives, engaging efficacy-focused consumers and leveraging insights into the platform’s complex mechanics.
These assets became the foundation for influencer partnerships and community building. They created conversations around scalp science rather than relying on celebrity endorsement alone.
S’YOUNG International’s intelligent KOL system analyzed 550,000 creators, effectively enabling the brand to build a structured, multitier influencer matrix. Top KOLs were a key component of this matrix, not only amplifying sales and brand conversation, but also contributing to sustainable brand equity. One standout top influencer was Chinese reality game-show host Ran Gaoming, who had discovered DS Labs independently as a genuine user.
This wasn’t a transactional campaign. Gaoming visited DS Labs’ overseas stores, deepened his understanding of the brand’s philosophy, and evolved into a stable, long-term partner. That authenticity built sustainable equity rather than temporary spikes.
Constantly evolving platform mechanics and marketing dynamics required patient capital. S’YOUNG International prioritized ten-year growth over quarterly ROI, sustaining investments that traditional distributors could not. When both parties are invested in long-term growth, capital allocation shifts entirely.
From Single-Point Success to Omnichannel Growth
Gaoming's Douyin collaboration proved the thesis: Authentic partnerships build credibility. But true penetration required full-funnel, feed-driven expansion across platforms.
On Tmall, DS Labs co-launched a scalp care white paper, positioning itself as a category authority. On Xiaohongshu, the focus was peer recommendation and community discovery. On JD.com, the strategy emphasized premium positioning and professional efficacy. Across platforms, narrative coherence was maintained through S'YOUNG International's 139N framework, while tactics adapted to each ecosystem. This balance of consistency and flexibility is rare—and essential.
The Category Shift, Resilience, and Long-Term Partnership
Scalp care in China has evolved from anti-hair loss to scenario-based wellness—solutions for stress, postpartum recovery, aging, and more. "The scalp care category is shifting from a singular functional focus to scenario-based scalp health management," Chen said. This segmentation creates opportunity and urgency. Brands that establish credibility early and invest in community will capture the narrow window of first-mover advantage.
China's beauty market is volatile, thanks to algorithm shifts, influencer fluctuations, and regulatory changes. Success here depends on whether a partner can absorb shocks without abandoning positioning. "We are not here simply to execute tasks," Chen explained. "We are here to stand alongside brands, face uncertainties together, and find the most suitable path for their long-term growth." For DS Labs, this meant continuity through market cycles, ongoing influencer investment, and treating brand building as a ten-year project.
Building on its successful Douyin experience in China, S'YOUNG International leveraged its deep platform expertise and operational know-how to empower partners across content strategy, channel mechanics, and audience engagement. Critically, S'YOUNG International's China business can empower brands' global growth. The strong performance and category authority brands establish in the world's most competitive beauty market generate organic media attention, influencer recognition, and industry credibility that elevate visibility and positioning globally. DS Labs has risen to #2 in the TikTok haircare category—a significant milestone driven by the brand’s own momentum in its global growth journey.
For the brand with strong innovation but limited awareness, the partnership model is the most consequential decision. The distributor path offers speed. The CP path offers resilience, patient capital, and integrated channel mastery. DS Labs' rise as a representative scalp care brand in China was the result of a partnership model that invested in long-term equity as seriously as product innovation.
China's beauty market rewards brands that can navigate complexity with sophistication. For international players, the choice of partner may determine whether they build lasting value or simply chase temporary opportunity. DS Labs' success demonstrates that with the right partner—one committed to education, omnichannel mastery, and patient capital—even emerging brands can thrive in one of the world's most competitive beauty markets.
