Rokkiss, a Seoul-based skincare brand, joined Temu as a seller in July 2025 to find a new market for its makeup line
Color cosmetics now make up about 50 percent of Rokkiss' Temu sales, vs. under 10 percent on its other platforms
Temu is now among Rokkiss' top five sales channels, and the brand is pursuing certifications to expand into Europe
Rokkiss spent years building a loyal skincare following in Korea, but its makeup sold poorly on the brand's existing platforms, where it stayed under a tenth of sales. On Temu, that same makeup accounts for about half of everything it sells there.
The Seoul brand joined Temu in July 2025 and has sold 56,000 units of makeup on the platform since, with eyeliner, cushion foundation and lip tint driving sales. With a small staff of about 10 and a limited marketing budget, Rokkiss reached shoppers on Temu it could not have found on its own.
"My confidence in our color line was dropping. But when we joined Temu, I realized this market was different," said Yoon-ju Jung, CEO of Rokkiss.
Makeup was a harder sell than skincare
Founded in 2017, Rokkiss made its name on dependable skincare, peeling gels and cleansers aimed at women in their 30s and 40s who buy repeatedly. Makeup was a tougher sell. A cushion foundation has to match one's skin tone, so shoppers look for color swatches and reviews before buying. When Rokkiss added color cosmetics in late 2023, they did not sell well.
"My confidence in our color line was dropping. But when we joined Temu, I realized this market was different," said Yoon-ju Jung, CEO of Rokkiss.
On Temu, shoppers encounter products while browsing rather than searching for them, and Rokkiss' makeup reached buyers who weren't looking for cosmetics. "Just because they like our skincare doesn't mean they are immediately willing to buy our color cosmetics," said Jung. "It's difficult to bridge the gap from 'I use their skincare' to 'I should try their makeup.'"
Rokkiss had built its name in skincare, and extending the brand's reputation toward makeup would mean spending marketing money it didn't have. It had run ads on its existing platforms to get customers to try the makeup, without success.
New buyers, found by browsing
Jung found that Temu shoppers more willing to try something new. "Because of this consumer characteristic, we saw a big reaction faster than on any other channel," she said.
Shoppers were quick to leave reviews, and each positive review drove further sales. One eyeliner has become the brand's bestseller on Temu, with 17,000 units sold and counting.
Temu opened its Local Seller Program in South Korea in 2025, giving local merchants a direct line to domestic shoppers. Other Korean sellers have used the program to reach new customers: Mountain & Field, a nut maker in Gyeonggi Province, found traction with foreign residents in Korea, while household goods brand Daily Living Guide managed to attract younger shoppers.
The company said its monthly revenue on Temu rose nearly tenfold in March 2026 from the previous month, driven by eyeliner sales, and has recorded its highest monthly Temu sales every month since. Temu is now among Rokkiss' top five sales channels, bringing both new and repeat buyers.
Eyeing Europe next
Rokkiss is now pursuing certifications to sell in Europe and other regions, encouraged by how Temu's discovery model has helped it find new buyers at home.
"Our ultimate goal is to go global through Temu," Jung said. "We want to use the platform to sell in other countries and develop products tailored to those specific markets."