K-beauty skincare brand Mary&May has officially entered Taiwan's leading health and beauty channel, POYA, intensifying its strategic pursuit of the Asian offline market. Established in 1985, POYA operates over 470 stores across Taiwan and holds the top position in the local beauty and lifestyle specialty market in terms of store count, annual sales, and market share. It is recognized as a key entry point for global beauty brands looking to penetrate the Taiwanese market, offering a range of more than 60,000 products including skincare, color cosmetics, healthcare, and daily necessities.
The entry into POYA represents a significant expansion of Mary&May's offline engagement with Taiwanese consumers. The brand has previously established a presence in Southeast Asia through major channels such as SASA, Lazada, COSMED, and Guardian. Securing a place in POYA further solidifies its distribution network connecting crucial Asian markets.
Leading the charge in this Taiwanese market entry is the brand's hero line, the 'Spicule PDRN Cream' series (featuring Retinol, Collagen, and Azelaic Acid). The micro-spicule technology facilitates the absorption of active ingredients, specifically targeting various skin concerns while promoting recovery through PDRN and soothing barrier ingredients. With the Spicule PDRN system at the forefront, Mary&May aims to effectively engage local consumers in Taiwan.
The Spicule PDRN series has been a major success, spearheading the global campaign 'TINGLE TO GLOW!', which has surpassed 100 million views. Since its launch, it has experienced rapid sales growth, moving two units every second across over 70 countries worldwide. Mary&May's marketing strategy includes collaborations with global mega influencers and dermatology experts, local ambassador programs in Japan, China, and Southeast Asia, and live commerce initiatives, all to bridge social fandom with offline purchases in conjunction with the POYA entry.
A representative from Mary&May stated that the entry into POYA is a crucial milestone in demonstrating the global relevance of the Spicule PDRN line in key Asian markets. The brand plans to expand offline touchpoints in Asia while achieving a global distribution network that enables consumers to access Mary&May products in over 70 countries.
Mary&May is recognized as a leading K-beauty skincare brand, showcasing high-functioning K-clean beauty based on transparent ingredients and confirmed efficacy. With over 85% of its revenue deriving from international markets, it is rapidly broadening its sales touchpoints across landmark distribution channels in various regions, leveraging brand awareness cultivated through social campaigns.
In North America, the brand is listed on Amazon, Target, and Nordstrom, while in Europe, it has acquired a place in Notino. In the Middle East, it has partnered with Lifestyle and Ulta, and in Southeast Asia, it is found in SASA, Lazada, COSMED, and Guardian. Mary&May has also gained recognition in the Russian market through Gold Apple, establishing a broad presence across critical channels in major markets. Leveraging this comprehensive global distribution network, the brand plans to convert confirmed competitive advantages from social engagement into measurable sales outcomes.
