The mark “TST TIN’SECRET” has been registered as a trademark in the United States under Class 3, covering beauty masks, cosmetics, facial cleansers, shampoos, perfumes, and essential oils. U.S. trademark records indicate the application was filed in 2017 and registered in 2018.14

Records from the Canadian Intellectual Property Office also confirm the registration of the TST TIN’SECRET trademark in Canada. The registrant is listed as Shanghai Yuedao E-commerce Co., Ltd., with coverage extending to masks, cosmetics, facial cleansers, shampoos, and perfumes.2

While Tin’Secret serves as the brand’s English designation, the Chinese market primarily uses the name “庭秘密” (Ting Secret). The visual identity typically displays:

TST
TIN’SECRET

In this configuration, “TST” appears in a larger font size above “TIN’SECRET.” U.S. trademark documentation describes the graphic mark similarly, noting that the larger “TST” is positioned above “TIN’SECRET.”6

The Chinese character “庭” (Ting) in “庭秘密” directly references co-founder Zhang Ting, establishing a strong personal intellectual property (IP) association for the brand from its inception.

Two public figures are central to the TST Tin’Secret brand:

• Lin Ruiyang
• Zhang Ting

Both individuals originated from the Taiwanese entertainment industry before transitioning into the beauty, e-commerce, and business sectors. Brand narratives typically position Lin Ruiyang as the primary driver of product technology and philosophy, while Zhang Ting serves as the brand’s most visible public face.

Credible reports generally place the establishment of TST as a commercial brand around 2013. For instance, China Daily identified Shanghai Dowell Trading as the primary operating entity for TST and stated that Lin Ruiyang and Zhang Ting founded the brand in 2013.3

Alternative origin dates such as 1994, 1996, or 2011 appear in various brand stories and promotional materials from different periods. These should not be interpreted as evidence that TST has operated continuously as a modern brand since those years. A more precise characterization is that TST, in its current form as the “Ting Secret/Tin’Secret” social commerce entity, coalesced around 2013.

The most distinct product concept associated with TST Tin’Secret is Live Yeast. Marketing materials have long claimed that Lin Ruiyang encountered a yeast-related ingredient in France, integrated it into skincare formulations after years of research and development, and ultimately created the TST “live yeast” skincare system. Some promotional content depicts a linear narrative of discovery, long-term R&D, mask creation, personal use by Zhang Ting, and subsequent commercialization.

This story constitutes a core component of the brand’s marketing narrative. However, the term “live yeast” and its associated backstory are promotional elements; they do not constitute independent medical verification of specific anti-aging efficacy or quantifiable age-reversal claims.

The product most representative of TST Tin’Secret is the Live Yeast Mask (also referred to as mask cream). Early brand communication focused heavily on this item. Its usage method differs from traditional sheet masks, with the brand emphasizing yeast-related ingredients and an “active” concept, creating strong product recall among Chinese beauty consumers.

Consumer activity materials from the Malaysian market circa 2017 highlighted the “yeast mask” as a star product, referencing “three beneficial bacteria” and phospholipid technology.78 Such technical descriptions and efficacy claims represent brand positioning and marketing language rather than certification by independent medical institutions.

TST Tin’Secret evolved beyond a single-product focus into a comprehensive beauty and lifestyle brand matrix.9 Publicly documented product lines include:

• Live Yeast Series
• Mask Series
• Ice Skin Like Jade Series
• Ageless Honey Series
• Resveratrol Series
• Double Glass Series
• Luxury Pampering Series
• Reverse Aging Series
• Ting Secret Series
• Gold Series
• You Run Jing Yan (Superior Moisturizing & Cleansing) Series
• Men’s Care
• Baby Care
• Sun Protection
• Body Care
• Perfume
• Daily Chemical Products
• Beauty Devices
• Select Health Consumption Products

International trademark filings corroborate this breadth. U.S. trademark classifications cover cosmetics, masks, cleansers, perfumes, essential oils, shampoos, hair care products, and toothpaste.45

TST Tin’Secret’s historical significance lies less in product differentiation and more in its adoption of the social commerce/micro-business (weishang) model. During the rapid expansion of China’s mobile internet in the 2010s, the brand relied extensively on:

• WeChat Moments
• Social relationship-based dissemination
• Distributor networks
• Online malls
• Offline experience stores
• Celebrity influence
• Community marketing

China Daily described TST as a representative “micro business” brand of that era, noting sales through both the Tin Secret App and physical retail locations.3

Unlike traditional beauty brands that follow an “advertising → department store counter → consumer” pathway, TST operated closer to a “brand → social platform/app → distributor network → social circles → consumer” structure.

The brand’s rapid expansion resulted from several converging factors:

Celebrity Personal IP

Zhang Ting and Lin Ruiyang possessed significant pre-existing fame. Zhang Ting’s direct association with the brand name “Ting Secret” facilitated an immediate cognitive link for consumers between the celebrity and the product.

WeChat Social Dissemination

Between approximately 2014 and 2019, WeChat Moments served as a critical commercial channel for micro-businesses. TST was well-suited to this environment due to visually demonstrable products, before-and-after photography potential, celebrity endorsement effects, continuous content generation by distributors, and trust-based purchasing through personal acquaintances.

Entrepreneurship Positioning

TST marketed itself not merely as a product line but as a business opportunity. Distributors functioned simultaneously as consumers and sellers, enabling the construction of an extensive social sales network.

Entertainment Industry Resources

Early media coverage noted that Lin Chiling served as a brand spokesperson, while celebrities such as Xu Zheng and Tao Hong held equity or commercial relationships with the brand. Numerous artists displayed TST products on social media.3 This effectively combined celebrity culture, beauty, social media, and entrepreneurship into a potent commercial communication model.

TST Tin’Secret pursued markets beyond mainland China. Official store documentation for Singapore states that TST Singapore was established in December 2018, positioning it as a key node for Southeast Asian entry. The same sources indicate that related companies or business operations were set up in Taiwan, Malaysia, and Singapore in 2018.11

Malaysia

Market entry in Malaysia occurred relatively early. Reports from 2017 indicate that TST established a physical counter at Robinsons in The Gardens Mall, described as the brand’s first brick-and-mortar presence in the country.78 This suggests an attempt to build a hybrid model combining online social sales, e-commerce, and physical retail counters, rather than relying solely on online micro-business channels.

Brand communications have consistently emphasized a “France” element. Public materials state that TST opened or planned a French factory in 2018 and completed construction of a facility in Lyon around 2019. This supports a brand positioning combining Chinese social commerce, French R&D/production concepts, and yeast skincare.

However, the existence of a French facility does not imply that all TST products are manufactured in France, nor does it automatically confer superior quality relative to cosmetics produced elsewhere. This distinction is necessary when evaluating the brand’s marketing strategy.

TST Tin’Secret developed a proprietary mobile application ecosystem. The TST庭秘密 app remains available on the Apple App Store, with the developer listed as Shanghai Tinghao Culture Media Co., Ltd. Functionality extends beyond standard e-commerce to include social networking, image/text sharing, friend interactions, an online mall, and a brand community.

App Store data indicates version updates continuing into 2025; for example, version 3.8.5 shows an update date of November 6, 2025.10 From a digital commerce perspective, the app is not an abandoned legacy project.

The legal ownership of “TST Tin’Secret” varies by jurisdiction:

• U.S. trademark records list the registrant as Shanghai Dowell Trading Co. Ltd.14
• Canadian trademark records list the registrant as Shanghai Yuedao E-commerce Co., Ltd.2
• Southeast Asian markets involve various local companies, distributors, and official stores.11

Consequently, “TST” functions as a brand name, while trademark holders, operating companies, importers, and sales entities differ across countries. This explains the appearance of multiple company names in corporate research.

The most significant controversy surrounding TST Tin’Secret concerns its distributor and social commerce business model rather than product performance alone. In 2017, Chinese media reported that Shanghai Dowell Trading was under investigation for suspected online pyramid selling. Reports indicated regulatory scrutiny and measures including asset freezes.3

Key points of contention included:

• Distributor qualification requirements
• Entry thresholds
• Mandatory product purchases
• Team hierarchy structures
• Downline recruitment
• Commission and rebate systems
• Correlation between team size and income

China Daily discussed whether the TST business model exhibited typical “pyramid” characteristics, specifically addressing the relationship between distributor earnings and team scale.3

Legal Distinction

It is legally significant to distinguish between “being investigated/suspected of pyramid selling” and “a court’s final determination that the brand constitutes a pyramid scheme.” These are distinct factual and legal states.

Subsequent developments occurred regarding the controversies. Public reports indicate that around October 26, 2023, the Yuhua District People’s Court in Shijiazhuang withdrew the relevant case and lifted previous property seizures and bank account freezes imposed on related individuals and companies.3

Therefore, characterizations stating that “TST was sentenced for pyramid selling” or “finally adjudicated as a pyramid scheme by a court” are inaccurate. A more precise historical summary is that the operating entity, Shanghai Dowell Trading, was investigated for suspected online pyramid selling, generating significant controversy; the case was subsequently withdrawn, and property restrictions were lifted.

TST Tin’Secret has faced consumer complaints regarding product experience and quality. Media reports have documented allegations of skin irritation, allergic reactions, and concerns about ingredients or quality for certain skincare items.9

Consumer complaints do not equate to systemic quality defects. Individual intolerance, allergies, or irritation responses to cosmetics are distinct from regulatory non-compliance or product illegality. Evaluations of TST products should separately consider consumer experience, ingredient lists, batch testing results, official regulatory records, and individual skin reactions.

From a business history perspective, TST Tin’Secret represents a paradigmatic case of China’s first wave of large-scale social commerce/micro-business brands. Between approximately 2014 and 2019, numerous brands emerged that relied on WeChat Moments distribution chains involving products, distributors, social feeds, acquaintances, new recruits, and expanded networks.

TST was notable for its scale during this period. It transformed traditional celebrity endorsement by making the founders integral to the brand story, and upgraded conventional distribution models by enabling consumers to simultaneously act as sellers and community members. As such, it holds representative value in the history of Chinese social commerce.

The brand image cultivated by TST Tin’Secret encompasses several dimensions:

• Female-Centric: Communications explicitly target female consumers.
• Youth-Oriented: Brand awareness among younger demographics was built through social media, celebrities, and peer networks.
• Premium Aesthetic: Packaging and visual design consistently adopt a “luxury beauty” aesthetic.
• Technological Narrative: Concepts such as “live yeast,” “bacterial flora,” “microcapsules,” and “penetration technology” form the product’s scientific storytelling.
• Social Integration: Consumers function as content disseminators, not merely purchasers.
• Entrepreneurial: The distributor system historically constituted a major component of the business model.

Available public information indicates that TST Tin’Secret has not ceased to exist. The TST庭秘密 app remains accessible on the App Store with 2025 update records.10 Overseas markets continue to show active official or authorized sales channels; for example, Singapore-based official store documentation continues to list skincare products for sale.11

However, compared to the late 2010s, the brand’s current social influence no longer matches the scale of its former “micro-business empire.” Its trajectory can be summarized as:

1. Early beauty product phase
2. Rise to fame via live yeast products
3. Rapid social commerce expansion (2014–2019)
4. Overseas market expansion
5. Business model and product controversies
6. Regulatory/judicial disputes post-2021
7. Case withdrawal and lifting of asset measures in 2023
8. Continued maintenance of brand, e-commerce, and app ecosystem

From a brand management perspective, TST Tin’Secret’s assets extend beyond any single product:

1. Zhang Ting’s Personal IP: The founder herself functions as a primary communication channel.
2. “Live Yeast” Concept: The most recognizable product differentiation tag for consumers.
3. Social Commerce Experience: One of China’s early large-scale social commerce case studies.
4. Community Culture: Strong group identity historically built through distributors, events, celebrities, and social media.
5. Internationalized Branding: The Tin’Secret English name, French elements, and overseas market presence prevent the brand from being perceived exclusively as a “Chinese micro-business brand.”

1. TST TIN’SECRET Trademark of Shanghai Dowell Trading Co. Ltd. – Registration Number 5445028 – Serial Number 87515311 :: Justia Trademarks
2. Canadian Trademarks Details: TST TIN’SECRET & Design — 1881314 — Canadian Trademarks Database – Intellectual property and copyright – Canadian Intellectual Property Office – Innovation, Science and Economic Development Canada
3. 一年纳税21亿、身价超300亿，这对明星夫妻的公司要上市？ | CBNData
4. TST TIN’SECRET – Shanghai Dowell Trading Co. Ltd. Trademark Registration
5. Browse July 4, 2017 Trademarks by Filing Date :: Trademark Resources :: Justia Trademarks
6. Browse Trademarks by Serial Number from 87515300 to 87515399 :: Justia Trademarks
7. TST Tin’secret 庭秘密 活酵母的神秘 | 016-776 2560 | Johor Bahru
8. TST Tin’secret 庭秘密 活酵母的神秘 | 016-776 2560 | Johor Bahru
9. TIN’SECRET 辅酶Q10软胶囊3-新品首发〖520〗 TST庭秘密官方商城，总部直邮，正品保证！
10. TST TIN’SECRET潼霆专卖店 – 京东
11. Tst Tin’Secret Online Store Software Purchases and Digital Transformation Initiatives