Exclusive interview: Ulike’s Stewart He discusses the opening of a new frontier in at-home beauty tech

Prologue: In an era of globalisation, Chinese brands are rapidly breaking out of traditional markets and making their mark on the international stage with their unique innovative approach and competitive advantages. As a pioneer in the home beauty technology sector, Ulike has established a strong presence in the global market through technological innovation and product quality.

In December 2024, the company made a landmark move with the launch of its dedicated counter at Rome Fiumicino Airport, becoming the first Chinese brand to secure such a presence at the key European hub. This strategic opening highlights Ulike’s successful expansion into the international duty-free market, marking a new era of Chinese brands establishing themselves in the global high-end retail sector.

In this exclusive interview with The Moodie Davitt Report, Ulike Director of Overseas Travel Retail Stewart He explores the brand’s global development, technological advancements, international market expansion, and cross-border collaborations. This overview of Ulike’s global strategy highlights the brand’s approach in tackling the challenges of the international retail market while strengthening its long-term competitiveness.

Ulike has just made its global debut at Rome Fiumicino Airport as the first Chinese brand to join the airport’s duty-free offering. What does this milestone mean for Ulike’s global strategy, and how does the brand plan to achieve its core objectives on its journey towards globalisation?

Ulike is a world leader in IPL-powered beauty solutions. Opening our first duty-free counter at Rome Fiumicino Airport is a key step in our globalisation strategy. Our collaboration with the airport further expands the brand’s presence in international high-end retail and the mainstream global market, increasing our brand awareness in Europe.

As a major aviation hub in Europe, Rome Airport sees over 40 million passengers annually, reaching a high-net-worth consumer base. This allows Ulike to precisely target our ideal users – travellers who love at-home beauty experiences and quality living, thus helping us boost steady sales growth in Europe.

Our vision is to serve as a home beauty salon for global consumers. To this end, we will continue to deepen our globalisation strategy, expanding into more international high-end retail environments and building a global sales network. We are committed to enhancing our offline experiences in duty-free and luxury retail channels, while also improving our global and local ecommerce platforms, strategically reaching consumers through multiple channels and creating a seamless online-offline sales ecosystem.

Close collaboration with leading global duty-free operators has been a key strategy in Ulike’s global expansion. Could you elaborate on the collaboration approach and strategies with these operators? How does the brand leverage these partnerships to strengthen its market presence and enhance global influence?

Working with leading travel retailers such as China Duty Free Group, DFS Group and Lotte Duty Free, we seek to enter their high-end sales channels to quickly distribute products and reach premium customers in a targeted manner. At the same time, we highly participate in their various promotional activities with the goal of becoming one of the key featured products during major holiday sales and promotional campaigns.

Entering high-end shopping complexes has always been an effective strategy for premium brands to enhance their image and expand market share, as these malls are committed to providing consumers with an exceptional retail experience. As a premium brand, Ulike’s collaboration with top retailers will result in a more diverse selection of beauty products and a better experience for consumers.

In addition, this kind of partnership also helps us rapidly build brand trust with consumers, establishing stable, long-term relationships.

As Ulike expands globally, how do you strike a balance between addressing localised demands while maintaining a consistent global brand positioning, particularly in culturally diverse markets such as Europe and Southeast Asia? And how do you adjust your marketing strategies and product portfolio to cater to the various consumer preferences in different regions to boost competitiveness and brand recognition in these areas?

Ulike keeps its brand identity consistent across all markets. We make it very clear that we are a globally leading brand with 12 years of expertise in IPL beauty solutions, and the inventor of the sapphire ice-cooling hair removal device. Our vision is to be a home beauty salon that serves consumers worldwide.

Ulike offers a comprehensive and diverse product range. In different local markets, we make sure to obtain locally recognised safety and professional certifications, while strategically integrating both online and offline channels and prioritising localised marketing campaigns.

In physical locations, we organise activities tailored to local consumer preferences. Online, we collaborate with local influencers and KOLs to implement scenario-based content marketing. Highlighting different product features based on consumers’ needs is another way we strengthen our brand recognition and competitiveness in local markets.

As the global retail market undergoes digital transformation, Ulike has successfully reinforced its global online presence while achieving significant expansion in offline channels. How does the brand coordinate its online and offline strategies on a global scale to build market share and consumer loyalty? And how do you ensure that consumers are offered a consistent and engaging shopping experience across all touchpoints?

Starting from 2022, Ulike has embarked on a journey of rapid global expansion. Since then, it has broadened its ecommerce operations by entering Amazon and establishing independent websites in various countries, while consistently engaging with consumers through social media content on platforms such as TikTok, Instagram and YouTube.

Meanwhile, we have been working to accelerate the development of our offline sales channels globally. At the moment, our official website and nearly 1,300 physical points-of-sale have sold over 7 million at-home hair removal devices across 49 countries.

We have also successfully entered prestigious luxury malls and popular retail chains, including KaDeWe in Germany, La Samaritaine in Paris, DFS in Hong Kong, BestBuy in the USA and Don Quijote in Japan.

Through the strategic coordination of ecommerce platforms, independent websites and high-end physical retail spaces, Ulike has demonstrated strong brand appeal and established long-term market presence.

As a Chinese brand expanding globally, Ulike may face challenges such as cultural differences, consumer acceptance and different market regulations. What do you consider the main contributors to Ulike’s ability to successfully navigate these challenges?

Ulike places great emphasis on technological innovation and holds the highest number of hair removal device patents globally. It is precisely this strong foundation in technology and R&D that enables us to continuously and effectively expand into international markets.

Technological innovation has always been the core driving force behind Ulike’s global strategy. In the area of at-home beauty devices, how will technological development and product innovation help the brand maintain its leading global position and build lasting competitive advantages? Looking ahead, what initiatives will Ulike adopt to further strengthen its innovative edge?

Ulike has dedicated 12 years to the R&D of the ice-cooling hair removal technology. Not only have we successfully mastered this technology and invented the sapphire ice-cooling hair removal device, but we also hold the most patents in the global hair removal solutions market, setting a benchmark for this sector.

Just recently, Ulike launched a new product featuring the SHR (Strong Hair Removal) 2.0 technology, inspired by medical-grade lasers typically used only in high-end professional salon equipment. This technology delivers greater energy with a more comfortable experience, specifically designed for removing coarse and stubborn hair.

The device boasts an innovative dual-light design, providing better result with double the light source. Its 26J total energy output is Ulike’s highest to date, enabling it to effectively suppress hair growth, eliminating the need for endless hair removal sessions and making professional salon treatments unnecessary.

Additionally, Ulike has developed groundbreaking technologies such as the 2025 Skin Care Sapphire Ice cooling system and Skin Sensor intelligent skin tone recognition system, ensuring a safer, more efficient and comfortable user experience. Moving forward, we will continue to innovate and development state-of-the-art technologies to further enhance the consumer experience.

As the global retail sector puts increasing focus on sustainability and social responsibility, how is Ulike adjusting its brand positioning and optimising its strategy to bolster its impact on these fronts? Are there any upcoming sustainability initiatives or green projects Ulike is exploring to strengthen its global positioning?

At Ulike, we take our corporate social responsibility seriously. Recently, we started advocating for greater awareness and support for individuals with PCOS (Polycystic Ovary Syndrome) and launched the ‘PCOS Together Initiative’, shining a light on the challenges of excessive hair growth caused by PCOS. We are committed to helping those living with PCOS overcome insecurity and regain their confidence through Ulike’s ice-cooling hair removal technology and our deep understanding of their needs.

Sustainability has always been a core pillar of Ulike’s strategy. Moving forward, we plan to expand the use of eco-friendly materials in product packaging, implement recycling programmes and optimise our technologies to enhance device energy efficiency.

Additionally, Ulike actively participates in industry forums and policy advocacy, as a way to contribute to the development of safety standards for at-home beauty devices, ensuring product reliability and consumer protection, which ultimately helps us provide more reliable and sustainable at-home beauty solutions worldwide.

Finally, are there any messages you’d like to share with our audience?

Innovation is always at the forefront of everything we do at Ulike, as we strive to continuously achieve technological advancement and set new industry standards. Innovation is our engine and consumer needs are our guide. In response to the wave of travel retail expansion and consumption upgrade we are seeing in the market, Ulike will keep collaborating with industry partners to explore the ‘technology + experience’ model, bringing China’s world-leading beauty technologies to more consumers worldwide.

We look forward to more constructive discussions with The Moodie Davitt Report and industry peers to collectively promote the high-quality development of Chinese brands and the sector at large.