Founded in 2012, HEXZE launched on Tmall in June 2013 and became the sales champion among new stores during that year’s Singles’ Day. In 2015, HEXZE sold 10 million units of its hit lipstick on Tmall, earning the title of “Pioneer of the Tmall Cosmetics Industry.”
Beyond achieving remarkable results domestically, HEXZE has also successfully broken into overseas markets.
In 2024, HEXZE made a strong entry into the Vietnamese market with its hit sunscreen product, reaching the top of its category in just six months.
Secrets to Chinese Beauty Brands Going Global
The Chairman of HEXZE stated that localized operations are key to a brand’s global expansion: “Local teams must be established to restructure products based on culture, skin types, and regulations.” For example, Indonesian Muslims pray five times a day, making waterproof features a necessity; most people in Southeast Asia have darker skin tones, so Chinese shades are often unsuitable; and Halal certification will become a market entry threshold after 2026.
Logistics is also a vital component of localized operations.
After extensive research and comparison, HEXZE ultimately chose AIYA Warehouse as its strategic logistics partner for the Southeast Asian market.
AIYA Warehouse’s One-Stop Solution for Beauty Brands Going Global
With eight years of deep involvement in the Southeast Asian market and extensive experience serving beauty brands, AIYA Warehouse has customized one-stop exclusive solutions for Chinese beauty brands like HEXZE.
Rapid Fulfillment Guarantee
The warehouse is equipped with a professional WMS (Warehouse Management System), PDA sorting devices, a unified visual packaging workstation, end-to-end inbound and outbound monitoring, and advanced material handling equipment such as electric high-lift and low-lift forklifts. This integrated combination of hardware and software enables the warehouse to operate stably, efficiently, and at high quality, achieving order fulfillment within as fast as 12 hours.
Omni-channel Inventory Integration
AIYA Warehouse maintains long-term partnerships with multiple large local supermarkets, chain stores, and convenience stores across Southeast Asia, enabling sellers to collaborate with local B2B and B2C offline channels. By integrating online and offline operations, this omnichannel strategy supports diversified growth, helping brands increase sales and strengthen market presence.
Worry-Free Returns and Exchanges Solution
Localized return quality inspections, rapid processing, and re-shelving services significantly simplify the return and exchange process for Southeast Asian consumers, enhancing customer satisfaction.
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