Ulike is China's leading IPL hair removal device brand, using sapphire ice-cooling technology and heavy Facebook and Instagram advertising to dominate home beauty device sales globally.
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See all ads on AdLibrary →Ulike is a Shenzhen beauty device brand founded in 2013, dominating the at-home IPL hair removal market in China and growing aggressively internationally. Its sapphire ice-cooling technology differentiates the brand from older IPL devices, and it runs some of the most aggressive Meta advertising campaigns in the beauty device category.
Ulike's paid media approach is volume-and-conversion focused: the brand runs thousands of Facebook and Instagram ad variants testing before/after imagery, feature callouts, and price-anchor formats. The sapphire ice-cooling differentiator is their hero claim — solving the pain and burning problem that deterred many consumers from older IPL devices. TikTok Shop has become a fast-growing acquisition channel in Western markets. Browse Ulike ads on AdLibrary.
Ulike is one of the most prolific beauty device advertisers on Meta globally. Campaigns run in the US, UK, Germany, Australia, and across Southeast Asia with localised creative. Ad formats span image, video, and carousel — all centred on before/after hair removal results, pain-free treatment claims, and competitive price-anchoring against Philips and Braun devices.
Core creative themes: 'pain-free IPL', sapphire cooling technology visuals, clinical-sounding efficacy claims ('94% hair reduction in 4 weeks'), and social proof (review counts, before/after user submissions). Urgency copy ('limited time offer', 'as seen on...') and bundle deals with replacement cartridges are frequent promotional formats. Gender-neutral campaigns expand beyond female-only hair removal messaging.
Ulike demonstrates how a single genuine product innovation — ice-cooling contact — can underpin an entire global category assault. By solving the most common objection to IPL (pain), they removed the primary purchase barrier. Their Meta advertising scale shows that in DTC beauty devices, willingness to spend aggressively on paid acquisition while testing thousands of creative variants is the operational model for category leadership.
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