Celebrity-founded feminine care brand Domyway (朵薇) has an image problem: it needs to prove it can be more than just a livestream success story. The brand, co-founded by Chinese singer/actor – and member of wildly popular K-Pop group EXO – Huang Zitao (黄子韬.), recently marked its first anniversary by returning to the factory where it first launched in 2025.
To celebrate – and to solve part of its image problem – Domyway made production totally transparent. That means 24-hour livestream cameras, public factory tours, QR-code traceability systems, and open visibility into testing, packaging, and quality-control processes. What does any of this solve?
Well, Domyway have shot to prominence in a very trust-sensitive segment. In its first year, the brand claims to have generated RMB 700 million (US $97 million) in GMV, achieved a 98% positive review rate, and built a user base of 8.5 million consumers. But rapid growth also brought scrutiny. From day one, critics questioned whether a female hygiene brand founded by three men was genuinely addressing women’s needs or simply capitalising on celebrity traffic and livestream commerce.
Pressure mounted as China’s sanitary product industry was tightening regulation. Updated National standards for hygiene products introduced in 2025 stiffened requirements, pushing brands to compete less on marketing and more on product credibility.
Domyway’s response, as per this campaign, has been radical transparency. The company went on to announce that it distributed 50,000 trial packs before launch and iterated through more than 60 product versions based on user feedback. It also expanded production capacity from three to 25 automated lines after complaints around pre-sale waiting times and delivery delays.
The brand’s feedback-first approach runs all the way down the product lifecycle to production. In a sceptical market – where traffic-heavy brands are often accused of prioritising hype over quality – visibility is a powerful trust-building strategy. Domyway has pushed that thinking about as far as it will go. The curtain has been lifted. Visibility is now baked into their product.
