Science-backed health and beauty brand scaling DTC across Southeast Asia
Dr.PONG is a Thailand-based health and beauty company building direct-to-consumer channels alongside traditional retail. The tech stack reveals a growth-stage operation: SAP and Oracle for backend operations, Shopify and WooCommerce for e-commerce, heavy reliance on Meta and TikTok for acquisition, plus emerging use of TikTok Shop and Shopee for regional marketplace distribution. Active hiring in marketing and leadership roles signals an acceleration phase, with projects focused on DTC channel expansion, CRM automation, and A/B testing—typical of a brand moving beyond single-channel dependence.
Dr.PONG, operating under the First Class Innovation umbrella, formulates and sells science-based health and beauty products to consumers across Thailand and Southeast Asia. The company operates through multiple distribution channels: direct-to-consumer via owned e-commerce properties (Shopify, WooCommerce), social commerce through TikTok Shop and Shopee, and paid acquisition via Meta and TikTok. At 201–500 employees based in Bangkok, the company is implementing business transformation initiatives alongside quality and supplier governance programs—typical of a brand scaling beyond startup stage and establishing operational controls.
Shopify, WooCommerce, TikTok Shop, and Shopee. The company also maintains presence on Meta and Google Ads for customer acquisition.
DTC channel growth, cart abandonment reduction, customer reactivation, and internal controls improvement. Active projects include CRM automation, A/B testing, and supplier audit programs.
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