Mary&May rides viral campaign into global distribution channels

Korean skincare brand Mary&May is accelerating its international expansion, leveraging the success of a recent viral social media campaign that has significantly increased its global presence. According to the company, the campaign, titled “Tingle to Glow,” has driven the brand’s visibility across more than 70 countries, leading to a surge in sales and distribution opportunities. The initiative encourages users to share their experiences with the brand’s PDRN Spicule line, a product that uses microneedle technology combined with a plant-derived skin repair component to enhance absorption and promote a visible glow. The campaign has generated substantial engagement online, with posts related to the campaign accumulating over 100 million views. A significant portion of this attention has been directed toward TikTok, where the brand has witnessed particularly robust follower growth. The PDRN Spicule line is currently selling at a rate of two units per second globally, according to Mary&May officials. This campaign follows previous successful efforts, including one that reached over 100 million impressions across more than 100 countries and another that inspired approximately 18,000 pieces of user-generated content within a single month. The most notable growth has occurred in emerging markets. In South America, the brand’s TikTok following saw an increase of 82,600 percent year-on-year in 2025, while in the Arab world, the figure rose by 23,876 percent during the same period. On Instagram, the brand recorded a 17,389 percent rise in followers in South America and a 5,867 percent increase in Arab countries. These figures highlight the growing appeal of the brand in regions previously less saturated with Korean beauty products. A Mary&May representative emphasized that the latest campaign allows consumers to directly experience the product's effectiveness by linking the tingling sensation caused by the microneedles to visible improvements in skin appearance. The official noted that the campaign has validated the brand’s global competitiveness and aims to translate this popularity into tangible outcomes across its extensive network of more than 70 countries. Over 85 percent of Mary&May’s revenue is derived from international markets, underscoring the importance of its global strategy. The brand has established itself in key retail environments, securing placements at major platforms such as Amazon and Target in North America, Notino in Europe, Ulta in the Middle East, Lazada in Southeast Asia, and Gold Apple in Russia. These partnerships reflect the brand’s increasing recognition and acceptance among diverse consumer bases worldwide. The success of the “Tingle to Glow” campaign has positioned Mary&May as a formidable player in the global clean beauty sector. With continued emphasis on innovative marketing strategies and strategic retail alliances, the brand appears poised for sustained growth. As the company expands its reach, it will likely continue to explore new markets and refine its approach to maintaining consumer engagement through digital platforms.