SME  /  E-COMMERCE

By FedEx | June 17, 2026

​​When a TikTok video goes viral and orders surge overnight, can your brand restock quickly enough to keep up? Here’s how skincare business ROSYFOXY built the foundations to expand rapidly when opportunity knocked.

• Malaysian entrepreneur Lee Bin Hao set out to build a global skincare brand around a single conviction: that customers want to know exactly what they are buying and who is making the products they use.
• Since launching its flagship ROSA Rose Stem Cell Serum in mid-2024, the brand has expanded into eight international markets, with the serum becoming a bestseller on TikTok Shop Singapore. 
• FedEx supports ROSYFOXY with reliable air freight shipping, enabling the e-commerce brand to replenish stock quickly during spikes in TikTok Shop demand.

In the age of social commerce, a single viral moment can launch a brand. When a product gains sudden traction on an e-commerce brand’s social media channels, demand can outpace forecasts within hours. To capitalize on this hard-won opportunity, businesses must be able to replenish inventory quickly – or risk losing sales and frustrating first-time customers.

For ROSYFOXY, a London-headquartered skincare brand founded by Malaysian entrepreneur Lee Bin Hao, that moment came in late 2024. What followed was a race to keep shelves stocked, customers happy, and momentum alive across eight international markets simultaneously.

Anticipating the potential for rapid growth, Bin Hao had spent the previous two years building the supply chain and logistics partnerships needed to support ROSYFOXY’s business expansion.

When Bin Hao launched ROSYFOXY in 2022, he had a clear ambition: to build a London-headquartered skincare brand that could not only compete regionally, but also stand alongside the world's best. The ambitious founder was not interested in simply creating a label. He wanted to build a brand with products backed by verifiable science, a credible international presence, and a foundation that could withstand scrutiny at every stage of growth.

That vision shaped his early decisions. Rather than rushing to market, Bin Hao spent years evaluating cosmetic manufacturers in South Korea before selecting HANACOS Co. Ltd. as ROSYFOXY's production partner. He even flew to Bulgaria to verify the sourcing behind the Rose Stem Cell ingredient at the heart of the brand's hero serum.

Every visit was filmed and shared publicly, reflecting a level of founder transparency that remains rare in the skincare industry. For Bin Hao, this wasn’t a marketing strategy – it was simply how he believed a serious brand should be built.

ROSYFOXY’s commitment to high-quality ingredients required a global approach from day one. While its skincare products are manufactured in South Korea, the company is headquartered in London. The company also works with country-exclusive distributors to manage local operations.

This globally integrated supply chain has given the brand a strategic advantage. In the beauty industry, patented or newly developed ingredients are often controlled by large companies or exclusive regional distributors, forcing smaller brands to buy through multiple layers of middlemen at a significantly higher cost.

By establishing its base in London, ROSYFOXY gained direct access to European scientists, biotech partners, and ingredient innovators, reducing unnecessary costs while positioning the brand for international expansion.

Tackling the logistics challenges of viral demand

ROSYFOXY launched its hero product, the ROSA Rose Stem Cell Serum, on its UK website in mid-2024. In the early months, sales growth was steady but measured as the brand gradually built its presence in Taiwan and Malaysia through Facebook and offline partners.

Then, in October 2024, ROSYFOXY shifted its focus to TikTok Shop Singapore. Customer reviews rolled in, repeat purchases followed quickly, and order volumes surged. Kalodata, a third-party analytics platform that tracks TikTok Shop sales data, showed the ROSA Rose Stem Cell Serum ranking No. 1 in Singapore's Serums and Essences category. What had been a quietly growing brand suddenly gained momentum, but this momentum brought a new challenge: cross-border logistics.

For a skincare brand growing through social commerce, the time between a stock-out and a restock can directly affect sales momentum. ROSYFOXY's supply chain lead time was around three months, spanning production in South Korea and sea shipping to its Singapore warehouse. This lengthy lead time made it challenging for the brand to replenish inventory quickly when TikTok Shop demand spiked overnight.

Seizing opportunities faster with air freight shipping

As a young company, ROSYFOXY lacked the resources to hold large amounts of inventory upfront. The team needed a cost-effective way to restock faster and seize growth opportunities. Air freight shipping provided that flexibility.

Compared with sea freight, air freight enabled ROSYFOXY to shorten replenishment times significantly, offering the right balance of speed and cost-effectiveness. The team turned to FedEx International Priority Freight and FedEx International Economy Freight to manage unexpected demand spikes, allowing the brand to move goods reliably within days.

The impact was tangible. As customer demand on TikTok Shop Singapore repeatedly exceeded forecasts, fast air freight shipping proved essential in minimizing stockouts and sustaining sales momentum. This logistics strategy gave ROSYFOXY a competitive edge, helping the brand to maintain its top-selling position on TikTok Shop.

What made this possible was the relationship FedEx had developed with the team long before growth arrived. Before ROSYFOXY had even launched or made its first sale, a FedEx representative had reached out to meet Bin Hao personally. Through the quiet months that followed, the representative kept in touch, never applying pressure or making the team feel insignificant for its low shipping volume. That patience left a lasting impression, and when growth finally came, the logistics infrastructure was already in place to support it.

As a skincare brand, this foundation of trust mattered to ROSYFOXY. Brand reputation is especially crucial in the skincare industry, where products can directly impact consumers’ health and safety. When a bottle arrives damaged, it can affect a customer’s trust in the brand itself. Having a logistics partner that understood the stakes and handled every shipment with care made all the difference.

In just two years of growth, the business has expanded into eight international markets across Asia, the UK, the US, and the Middle East. FedEx’s reliable air freight shipping services enable seamless inventory replenishment across ROSYFOXY's growing network of markets, allowing the team to focus on product development and customer experience.

Building a global skincare brand on trust

For ROSYFOXY, the next chapter is about building on the foundations it laid before launch. The e-commerce brand has new products in the pipeline and plans to expand further across Asia and the Middle East, including upcoming launches in Hong Kong and Indonesia once health authority approvals are secured.

As the business expands rapidly, Bin Hao intends to stay true to the principles that shaped its first two years. Asked what advice he would give to fellow Malaysian founders pursuing international expansion, he highlights the importance of building credibility from the ground up.

“A brand built on shortcuts will not survive once customers look closely,” he sums up. “Do the work yourself, verify it directly, and let the product carry the brand.”