How hard is it for Tiluowei to move up from a “viral brand” to a “brand”? - 36Kr

Founded in 2021, Dilowei scaled quickly through Douyin creator networks, brand livestreaming, and a single-product hit strategy.

It ranked No. 1 on Douyin’s 2025 color cosmetics list and surpassed 2 billion yuan in all-channel GMV.

But weak brand equity, mixed product reviews, and rising traffic costs are exposing the limits of its growth model.

The company is now expanding offline and across more channels to move from a traffic-driven hit brand to a real beauty brand.