From One Product to 40 Launches a Year: How Singapore’s Stryv Is Growing Across Asia with Shopee

Stryv made Shopee a key part of its growth strategy within its first year of operations. Shopee's buyer protection, vouchers, and seamless checkout experience gave shoppers greater confidence, value, and convenience when trying products from a young brand. The platform now accounts for more than half of Stryv's online transactions, with the brand recording close to S$2.5 million in sales on the platform so far this year.

Breaking Through Against Global Brands

Stryv's growth on Shopee was not built on a single breakout campaign. It came from a year-round e-commerce strategy that included payday and double-digit campaigns, giving the brand repeated opportunities to introduce more shoppers to products designed for Asian consumers at accessible prices.

In a Beauty and Personal Care category crowded with familiar global names, these moments helped the young brand stand out and win consumers' consideration.

Stryv complemented its campaign presence with Shopee Live, using livestreams to launch products, address different consumer needs, and engage shoppers in real time. The brand also works with Shopee affiliates on content collaborations, extending its reach through their social media channels and directing interested shoppers to Shopee to complete their purchases.

As consumer preferences evolved, Stryv broadened its assortment with more portable styling tools, products serving different hair-styling functions and more colourways across selected products. This gave affiliates a wider range of products and selling points to feature, helping them match their content to different consumer needs, occasions and personal tastes. Sales through affiliate marketing doubled year-on-year to close to S$650,000 in 2026, with the MiniStyler 1.0, Colour+ 2.0 Mini Hair Dryer, MiniStyler 2.0 and AirSleek among the top sellers.

"Being a Singapore brand doesn't mean thinking small. In fact, we have always believed that if we understand our consumers deeply and build the right products for them, we can compete alongside much more established brands. Shopee gives us a platform to turn that ambition into growth by helping more consumers discover us, build confidence in our brand and ultimately choose our products," said Roy Ang, CEO and co-founder, Stryv.

"As a homegrown e-commerce platform, Shopee has always been committed to helping local businesses grow and succeed in the digital economy," said Chua Kel Jin, Director, Shopee Singapore . "We are proud to support innovative Singapore companies such as Stryv by providing tools and marketing solutions that help them showcase their products, engage more shoppers, and expand across the region."

Built in Singapore for Asia

Building on this momentum, Stryv is looking to expand into more Asian markets. Its next market is Taiwan, where it plans to establish a presence on Shopee.

"Our advantage is being close enough to Asian consumers to understand what they need, while having access to the capabilities to turn those insights into products. We want to build from Singapore for a much bigger market, creating products that resonate with consumers across Asia rather than simply following what has worked elsewhere," said Ang .

Supporting that expansion is a product-development model built around the needs and preferences of Asian consumers. Stryv tracks global trends but grounds its product decisions in direct feedback, including working with hairstylists to understand how products are used and where they can be improved. By combining these insights with its design and engineering capabilities, Stryv develops products intended to remain relevant across Asian markets.

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About Shopee

Shopee is the largest e-commerce platform in Southeast Asia and Taiwan, and is a leading e-commerce platform in Brazil. Shopee promotes an inclusive and sustainable digital ecosystem by enabling businesses to digitalise and grow their online presence, helping more people access and benefit from digital services, and uplifting local communities.

Shopee offers an easy, secure, and engaging experience that is enjoyed by millions of people daily. Shopee is also a key contributor to the digital economy, with a firm commitment to helping homegrown brands and entrepreneurs succeed in e-commerce.

Shopee is part of Sea Limited (NYSE: SE), a global technology company. Sea’s mission is to better the lives of consumers and small businesses with technology through its three core businesses: Shopee, Garena, and Monee.