In February 2024, the third season of the short film series "Amazing Thailand", a collaboration between beauty brand MISTINE and head live streamer Li Jiaqi, was officially launched. This creative short drama themed around "Crossing Thailand" has once again sparked widespread discussion, thanks to its addictive plot and seamless integration with products. It has achieved over 700 million views across the internet. The core products promoted in the short drama, such as sunscreen, air cushion, and lip glaze, have all topped the sales charts in their respective categories. Since entering the Chinese market in 2021, MISTINE has driven its growth with a dual strategy of "content + technology." Not only has it consecutively won the title of China's best-selling sunscreen skincare brand for four years in a row, but it has also set an example for the growth of an international brand through its three-season IP-based content strategy over three years.
The continued success of "Amazing Thailand" stems from MISTINE's in-depth exploration of content value. Unlike the industry's common mode of "chasing hot spots", the brand chooses to invest in the same IP for a long period of time and gradually builds up a complete brand narrative system.
In the first season of 2022, Li Jiaqi uses exaggerated Thai nonsense style to strengthen the "Thai gene" of MISTINE, combining tropical inspiration with sunscreen technology to quickly capture the minds of users. The following year, the brand created a "cinematic" production to create a beach blockbuster, through the plot to deepen the concept of "tropical youth energy", synchronized with the display of sunscreen and makeup products, to convey the "more than just sunscreen" brand positioning. In the latest season, the brand shifted to a skit format, combining real-life scenarios such as the workplace and outdoors to visually present the product's ability to solve pain points. Li Jiaqi's team is fully engaged in the immersive experience to promote the "unity of product effect".
MISTINE takes "Walk with light" as its core concept, forming a dual-line pattern of "Holistic Sunscreen + Tropical Makeup". To cater to different skin types and scenarios, the brand has launched the daily commuter "MISTINE AQUA ULTRA PROTECTION DAILY SUNSCREEN PRO SUITABLE FOR SENSITIVE SKIN," the "MISTINE AQUA OIL CONTROL ULTRA PROTECTION FACE SUNSCREEN PRO SUITABLE FOR SENSITIVE SKIN" (exclusive for oily skin), the sports-specific "MISTINE SPORT WATER RESISTANT ULTRA PROTECTION SUNSCREEN MILK", and the portable "MISTINE AQUA Sunscreen Spray Delicate Mist" sunscreen spray. In 2025, a single-use product suitable for sensitive skin will also be released. In the field of base makeup and color cosmetics, the "MISTINE LIGHT MATTE ESSENCE SUNSCREEN AIR CUSHION," developed based on Thailand's tropical climate, offers 12-hour makeup hold. The "All-NEW MAGFIT SOFT MATT PRESSED POWDER " features an innovative formula, delivering a soft-focus makeup effect with "just one tap". The color cosmetics line focuses on the "Light Thai Makeup" trend, featuring vibrant tones and convenient designs to meet everyday makeup needs.
It is worth noting that MISTINE's collaboration with influencers has gone beyond traditional KOL marketing. Influencers participate in co-creation during the product development phase, extending from content dissemination to empowering the industry chain. Meanwhile, the brand continuously iterates its content to deeply embed the image of "Tropical Youth Beauty" in consumers' minds.
If content is the outward appearance of the brand, technology is the underlying support of MISTINE. The evolution of its ace product "MISTINE AQUA ULTRA PROTECTION DAILY SUNSCREEN PRO SUITABLE FOR SENSITIVE SKIN" sunscreen is the epitome of the brand's technological power. Since 2018, the "MISTINE AQUA ULTRA PROTECTION DAILY SUNSCREEN PRO SUITABLE FOR SENSITIVE SKIN" has undergone six generations of upgrades. The latest version has achieved six major breakthroughs, including anti-tanning, anti-photoaging, hydration, and makeup adherence, through the "Taremi Plus" ingredient developed by the team of Nobel Prize laureate Professor Arieh Warshel. The new generation of "Taremi Plus," as a "sunscreen amplifier," uses a patented extraction process to increase the content of the biological sunscreen factor Taremi Polyphenols by 97%. It also works synergistically with Type 21 recombinant collagen in the epidermis, basement membrane, and dermis to combat photodamage, achieving 20x anti-tanning and anti-photoaging effects. This addresses the pain points of traditional physical and chemical sunscreens, offering consumers an unprecedented sun protection experience.
In addition to technological breakthroughs, MISTINE is committed to promoting the upgrading of the industry. The brand led the formulation of group standards such as Evaluation of Firming and Anti-Wrinkle Efficacy of Cosmetics for Sensitive Skin and, in collaboration with Xinhuanet and Nobel Prize Joint Laboratory, released the Photobiological Sunscreen Research Report. This marks the transition of sun protection from "physical-chemical protection" to the 3.0 era of "photobiological repair." As the industry says, "First-class enterprises make standards", MISTINE is redefining the sunscreen track with the concept of "scientific light control".
The year 2025 coincides with the 50th anniversary of the establishment of diplomatic relations between China and Thailand, and MISTINE's role goes beyond that of a commercial brand. As an internationalized enterprise nurtured in Thailand and growing in the Chinese market, its products are not only a choice of consumption, but also a carrier for the fusion of Chinese and Thai cultures. From the creative expression of Thai elements in "Amazing Thailand" to the integration of transnational R&D resources, MISTINE has demonstrated another possibility for global brands—using technology as a spear and content as a shield to find a way of coexistence within a multicultural context.
In the future, with the continuous launch of new products in the "Holistic Sunscreen Family" and "Base Makeup Family," MISTINE's story may offer more inspiration to the industry: In an era where traffic and fickleness go hand in hand, the only way for a brand to truly traverse the cycle is to stick to long-termism.
Media Contact
Company Name: BETTER WAY GLOBAL
Contact Person: Wang Bei
Email: Send Email
Country: China
Website: http://m.mistinechina.com
