Case Study | AIYA Warehouse Powers WOSADO to Set a New Beauty Benchmark in Southeast Asia

Amid the booming wave of the Southeast Asian beauty market, Chinese brand WOSADO has rapidly captured market share through the niche category of magnetic eyelashes.

To better manage surging business volumes and achieve sustained growth in the Southeast Asian market, WOSADO entered into a strategic partnership with Uoqian in June 2025. By officially utilizing Uoqian’s overseas warehouse networks in Thailand and Malaysia, the brand has achieved a dual upgrade in logistics efficiency and user experience.

Project Background and Challenges: Beauty Bestsellers Hit Logistics Bottlenecks

In early 2021, WOSADO entered domestic e-commerce platforms, securing the top spot in the eyelash category on both Douyin and Tmall, and winning the Tmall Golden Makeup Award.

In the same year, WOSADO secured three consecutive rounds of financing—Pre-A, A, and A+—with investors including authoritative institutions such as Sequoia China and Hillhouse Capital, totaling over 300 million RMB.

In 2023, WOSADO topped the charts on TikTok Shop in both Thailand and Singapore.

Following its outstanding performance in the domestic market, WOSADO has once again proven its leadership in the magnetic eyelash sector in Southeast Asia.

According to Fastmoss data, as of May 8 this year, WOSADO’s total sales on TikTok Thailand reached 582 million THB (approximately 128 million RMB).

However, behind these impressive results, logistics challenges became increasingly prominent: cross-border delivery times hindered conversions, local returns were difficult, and fulfillment risks during major promotions escalated.

The Solution: Uoqian’s Six-Country Warehouse Network + Full-Link Service

To address the business pain points of beauty brands like WOSADO, Uoqian customized a one-stop beauty industry solution:

Strategic Hub Layout Across Vietnam, Indonesia, Philippines, Singapore, Malaysia, and Thailand

Uoqian operates over 20 self-managed warehouses in Southeast Asia, all located in core areas such as Bangkok (Thailand), Kuala Lumpur (Malaysia), Hanoi and Ho Chi Minh City (Vietnam), and Jakarta (Indonesia), effectively improving logistics efficiency.

Rapid Fulfillment Guarantee

The warehouse is equipped with professional hardware and software, including a WMS (Warehouse Management System), PDA sorting devices, unified visualized packaging stations, full-process monitoring for inbound and outbound goods, and electric high-reach and pallet trucks. This ensures stable, efficient, and high-quality operations, achieving outbound processing in as little as 12 hours.

Omni-channel Inventory Integration

Aiyacang maintains long-term partnerships with numerous large local supermarkets, chain stores, and convenience stores in Southeast Asia. This helps sellers collaborate with local B2B/B2C offline channels, integrating online and offline efforts to achieve diversified growth and enhance sales and brand influence.