ANYMIND GROUP x BONCEPT: From Zero to Top 100 on TikTok Shop in 5 Months

1. Context & Challenge: Building a Brand from Scratch

Vietnam’s beauty market is experiencing rapid growth, reaching over VND 15 trillion in quarterly e-commerce value. This growth has been accompanied by a surge in digital content, including advertising, reviews, and livestreams across platforms.

However, more information does not lead to easier decisions. It raises the bar for trust with product suitability and safety becoming top priorities, especially when it comes to skincare products from new and unfamiliar brands.

For BONCEPT – a new brand under Korea’s TONYMOLY, the key challenge when entering the Vietnamese market was how to:

• Establish a presence from zero in a highly competitive landscape
• Overcome low brand recognition and convert awareness into trial

2. Strategy: Winning with the Right Product & Right Channel

In a saturated and highly competitive market, success is not about doing everything but about doing the right things across fragmented consumer touchpoints.

BONCEPT began by understanding consumer hesitation points and identifying what was preventing trial adoption. The strategy was then built around systematically removing these barriers while selecting the most effective channels to drive action.

• Right product: Identify a high-interest category with unmet needs to lower trial barriers
• Right channels:
  • Leverage affiliate marketing to build trust among early adopters
  • Utilize livestream to drive conversion while maintaining cost efficiency

3. Execution

3.1. Right Hero Product to Unlock Under-served Segment

BONCEPT focused on a single hero product: Retinol. It is an ingredient that has already gained significant interest within the beauty community. However, many consumers remain hesitant to try it due to concerns around irritation and high pricing.

BONCEPT’s Retinol line was developed with a lower concentration, combined with the pricing suited to Vietnamese consumers. This helped reduce barriers to trial and served as a strategic entry point to attract and engage new customers.

3.2. Right Channels to Enter the Market

A. Affiliate Marketing with Right Creators: Driving Early Adoption

With the right product in place, BONCEPT focused on reaching consumers who are most likely to try. The brand partnered with suitable creators whose audiences are engaged in skincare exploration and open to new product experiences.

Through these creators, BONCEPT was able to translate product interest into actual trial, while building a strong foundation of credible, experience-driven content. Early adopters’ experiences and feedback helped shape broader perception, influencing more cautious consumers and accelerating wider adoption.

At the same time, the collaboration model with creators was designed with a combination of fixed booking fees, performance-based commissions, and extended partnership benefits. This ensured sustained motivation, long-term collaboration, and on-brand content.

Affiliate marketing enabled BONCEPT to expand awareness & conversion at scale by leveraging a broader network of creators and partners. This allowed the brand to reach diverse audience segments while maintaining relevance.

B. Live Commerce: Driving Conversion and Scaling Growth

To accelerate growth, BONCEPT focused on channels that could not only convert effectively, but also scale reach in a cost-efficient manner.

Livestreaming became a key channel to drive conversion. Consumers were able to observe product usage in real time, ask questions, and receive instant responses, reducing hesitation and accelerating decision-making. Through AnyLive platform, performance across platforms was continuously optimized based on real-time data, from messaging and scripts to promotional mechanics and bundling strategies.

4. Technology: The Foundation for Sustainable Growth

The entire strategy is powered by AnyMind’s integrated technology ecosystem, connecting creators, content, and commerce:

• AnyCreator: Supports the scaling of creator networks.
• AnyTag: Enables data-driven selection of KOLs/KOCs based on audience demographics and conversion potential, rather than intuition.
• AnyX & AnyLive: Synchronize multi-platform e-commerce data (TikTok Shop, Shopee) & Provide real-time livestream analytics, enabling brands to adjust strategies immediately based on market response.

5. Results

Within 5 months of implementation, BONCEPT achieved strong results:

More importantly, BONCEPT has gradually established a presence within Vietnam’s beauty community, supported by a scalable creator ecosystem and a sustainable long-term growth model.

6. Conclusion

As the consumer journey becomes increasingly fragmented across multiple touchpoints, selecting the right product and the right channels is critical when entering a new market.

This case demonstrates how AnyMind leverages its ecosystem across 15 markets, combined with deep expertise in the beauty category and a strong understanding of consumer behavior at each touchpoint, to help new brands effectively enter and grow in the Vietnamese market.

Get in touch with AnyMind Group to explore how our integrated ecosystem can support your growth journey

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