Malaysian Founded ROSYFOXY Becomes No.1 Best Selling Serum On TikTok Singapore
A Malaysian built a skincare brand from zero to become the No.1 best selling serum on TikTok Shop Singapore in under two years, without a large advertising budget, without billboards, and without the backing of an established beauty conglomerate.
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ROSYFOXY was founded by Lee Bin Hao in London.
The brand launched its flagship Rosa Rose Stem Cell Serum in the second quarter of 2024, marking an early milestone in its expansion.
The rise drew attention beyond the industry.
Malaysia’s national news agency, Bernama, also reported on it.
Built on Word of Mouth
Lee said the brand’s growth came primarily from customer word-of-mouth and genuine reviews, with TikTok’s creator-driven commerce model helping drive repeat purchases and organic visibility.
Before launching, Lee personally travelled to Bulgaria to verify the sourcing of the brand’s key ingredient, Rose Stem Cell, supplied by INNOVA BM Ltd, and to South Korea to inspect HANACOS Co. Ltd., a world-class manufacturing facility.
He also produced short videos at both locations to show customers the product’s supply chain, an approach he said was still uncommon in the skincare industry.
The brand is now present in nine countries, including United States, United Kingdom, United Arab Emirates, Singapore, Hong Kong, Malaysia, Taiwan, Thailand, and Vietnam.
@jasskwa.rosyfoxy Now in 7 countries 🌍 Real Rose Stem Cell rich in exosomes from Innova BM 🇧🇬 Korean Hanacos formula 🇰🇷 14-day proven results ✨ Dermatologist-approved for even the most sensitive skin. #rosyfoxy #koreanskincare #exosomes #rosestemcell #glowingskin ♬ 激昂节奏 IntenseRhythm – 罗先生的猫
Genuine Customer Reviews That Stay
Lee said genuine customer reviews have been a major reason behind the brand’s growth.
One customer purchased approximately 400 bottles within a year, some as gifts and the rest for personal use, a pattern reflected in the brand’s public reviews.
One TikTok Shop customer posted that she had repurchased more than 120 bottles over five months and attached before-and-after photos taken just three days apart.
“Skeptical initially,” she wrote, “but just after 3 days of using, I saw my pigmentation lighten and my fine lines improve.”
ROSYFOXY plans to expand further worldwide.
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