During this time, Shopee's role in Kinohimitsu's business has expanded beyond sales. Livestreams and affiliate marketing solutions have allowed the brand to reach and engage new audiences. As demand grew, the brand leveraged Fulfilled by Shopee to manage and scale its fulfilment operations.

Establishing a Strong Online Presence Through Shopee

Established in Singapore in 1998, Kinohimitsu has grown into a leading functional beauty and wellness brand, known particularly for its collagen drinks and wider range of health supplements. Today, Shopee is Kinohimitsu's key sales channel, attracting more traffic than its own online store.

"When Kinohimitsu joined Shopee 11 years ago, e-commerce was still a relatively small part of our business. Today, it has become an important growth engine. Beyond sales, our experience on Shopee helps us understand what shoppers are looking for, informing how we innovate and develop products that better meet their needs," said Kawee Chong, Chief Executive Officer, Kino Biotech.

"Kinohimitsu has grown alongside Shopee since our first year in Singapore, and we are proud to continue supporting the company as its business needs evolve," said Chua Kel Jin, Director, Shopee Singapore. "From expanding its reach and customer engagement to supporting fulfilment during major campaigns, we want to give homegrown businesses the tools and solutions they need to achieve long-term growth in the digital economy."

Scaling Fulfilment as Campaign Demand Grew

As its campaign orders rose sharply, Kinohimitsu faced new operational pressures. Its in-house team previously had to bring in additional workers, operate through weekends, and often work past midnight to pack orders during peak periods. Many of its products also come in canisters that require careful packing to prevent damage, adding to the manpower and attention needed to fulfil each order.

In January 2026, Kinohimitsu moved the fulfillment of all its Shopee orders to Fulfilled by Shopee, the platform's integrated fulfilment solution which covers inventory storage, picking, packing, and delivery. This also includes the careful packing required for Kinohimitsu products sold in canisters. Fulfilled by Shopee played a key role in the brand's fulfilment operations during the 9.9 Super Shopping Day campaign in 2026, when Kinohimitsu's daily orders soared by more than five times.

Since adopting the service, Kinohimitsu has brought down its average order fulfilment time by over 40 per cent, from around 20 hours to under 12 hours. It has also reduced the need to secure additional temporary manpower during major campaigns, easing operational complexity and overhead while allowing the business to scale more efficiently.

"Fulfilled by Shopee has given us a more scalable way to manage sharp increases in demand during major campaigns and get orders to customers faster," said Chong. "We have seen consistently reliable service, including positive customer feedback on faster deliveries, with some orders placed at night arriving the following morning. More importantly, it allows our team to focus less on fulfilment complexity and more on what we do best-building our brand, innovating products, and serving our customers."

Engaging Customers and Driving Sales

As its online business grew, Kinohimitsu began using Shopee Live to introduce its products, explain product formats and usage, and answer shoppers' questions in real time. During the 9.9 campaign in 2026, Shopee Live contributed to approximately half of Kinohimitsu's total orders.

Kinohimitsu also engages Shopee affiliates to promote its products through creator content. Performance data from these collaborations helps the team understand which creators drive stronger results, informing how it allocates samples and resources during major campaigns. The brand has also developed repeat partnerships with trusted creators, helping it reach highly engaged beauty and wellness audiences.

Looking ahead, Kinohimitsu is exploring the Shopee International Platform as a way to expand into Thailand and the Philippines. Through the programme, participating sellers can make their listings available in selected overseas Shopee markets at no additional cost, while Shopee manages payments, logistics, and customer service. This enables Kinohimitsu to reach new buyers with minimal added complexity, scale internationally, and continue to grow its business with Shopee.