JiYu Skin: 60 Days to Total Brand Control

JiYu Skin: 60 Days to Total Brand Control

JiYu Skin launched in 2024 with a simple bet: the best anti-aging skincare in the world comes out of Korea, and most Americans can’t get it. Co-founded by Jen Chierotti, JiYu develops every product in Seoul with one of South Korea’s top cosmetics manufacturers, then sells direct to U.S. consumers. Their Renewal & Rejuvenation Toner Pads went viral almost immediately. The brand raised $6.5M and quickly became one of the fastest-growing K-beauty brands in the U.S.

Then the counterfeiters showed up.

The Problem

Shortly after going viral, JiYu’s products were being counterfeited across hundreds of platforms simultaneously. Those included fake toner pads on Amazon, counterfeit creams on Alibaba and AliExpress, and stolen product photos running as paid ads on Facebook and Instagram, funneling customers to scam storefronts. The brand was also battling copycat domains— sites like myjiyuskin.shop and buyjiyuskinpads.com— built to intercept customers searching for the real thing.

The infringement volume was overwhelming. JiYu's team posted publicly on Instagram: "We hate scammers as much as you do. So many of you have reached out to us about missing orders, only for us to realize you accidentally bought from a fake page and have been emailing fake support teams." Their inbox was flooded, and the team was working around the clock just to keep up with the complaints, let alone track down the fakes.

The infringers were sophisticated. Some were repeat offenders who resurfaced on new platforms after being removed elsewhere. One entity, Chengdu Juyou Bio-Technology Co., ran counterfeit operations across multiple marketplaces simultaneously. The counterfeiting network spanned the U.S., China, the UAE, the U.K., and beyond with hundreds of unique sellers, no two operating the same way.

Manual enforcement simply wasn't going to cut it.

The Solution

JiYu brought on Podqi to help take back control of their brand.

In the first 60 days, Podqi’s platform identified over 840 infringing listings and domains across over 220 unique platforms— everything from major marketplaces to obscure regional sites. The heaviest activity was on Facebook (121 infringements), eBay (97), AliExpress (74), TikTok (30), and SHEIN (26). Domain monitoring surfaced another 124 copycat sites built to intercept JiYu’s customers directly.

The approach matched the scale of the problem. Marketplace counterfeits on eBay and AliExpress went through automated takedown workflows. Fake ads on Facebook were flagged and pulled. Copycat domains were identified and actioned before most customers ever encountered them. For repeat infringers, Podqi’s cross-platform tracking connected sellers operating under different names across marketplaces, so when one storefront went down, the next one was already flagged. The clock never stopped.

The Results

In 60 days, Podqi resolved 529 infringements across 222 platforms— listings, domains, ads, and marketplace storefronts.

The headline numbers:

●      529 infringements resolved in 60 days across 222 platforms

●      448 unique infringing sellers identified

●      2.9 day median resolution time

●      17 repeat infringers tracked across platforms

The biggest enforcement actions by platform:

●      Facebook: 98 takedowns

●      eBay: 91 takedowns

●      AliExpress: 52 takedowns

●      SHEIN: 25 takedowns

●      TikTok: 24 takedowns

Why It Matters

JiYu’s story is one every viral beauty brand will eventually face. A brand goes viral, unauthorized sellers and counterfeits appear within weeks, and suddenly a small team is spending more time fighting fakes than building the business. When the product goes on your face, a bad knockoff doesn’t just cost a sale. It costs trust. And the longer it takes to act, the more damage compounds.

Within 60 days. Podqi turned brand protection from a full-time job into a background process— protecting the JiYu Skin brand and giving the team their time back to build their business.