The brand winning TikTok isn't the one winning Amazon

The brand winning TikTok
isn't the brand winning Amazon

Every month we track the same K-beauty brands across three places at once — Amazon, TikTok, and Olive Young's shelves in Korea — to separate what's actually rising from what's just loud.

July's data made one split clear early.

SKIN1004 owned TikTok, adding more than 200 million views in a single month — over 30,000 new videos — while still climbing on Amazon.

But the strongest Amazon signal of the month belonged to someone else:

ANUA, whose marketplace numbers jumped by six figures in thirty days.

Same category, two very different stories — and the gap between them is where the sourcing decision lives.

The Olive Young picks
that were already too late

Then came the part that surprised us most.

When we checked Olive Young's July in-store picks against June's Amazon data, several were already strong on Amazon a month before they hit the shelves. For products like these, an Olive Young display isn't a discovery signal — it's confirmation of demand you could have caught earlier.

Knowing which July picks are early and which already peaked is the whole game.

The brands nobody's watching yet

Underneath all of it sits a quieter group: a handful of brands showing early offline movement in Korea, TikTok just starting to stir, Amazon not caught up yet. These aren't confirmed demand — which is exactly why they're worth seeing first. They're the ones we'd watch into August, before they land on everyone else's radar.

The exact numbers behind SKIN1004 and ANUA, which July picks are early versus already-peaked, and our full August watchlist — that's all in the report.

Want the names and the numbers?