A review site describes Dr.Melaxin as a South Korean brand whose lines include Peel Shot, Exosome and TX, and Ulta Beauty listed 44 of its products on its brand page.
The $10.32M headline rests on few listings. Peel Shot Keratin Care Kojic Acid, 200ml makes 15% and the top three together make 38%, out of 175 listings with sales. A competitor has to beat a handful of products, not a whole catalogue.
6 days in a row (7 to 12 October) ran at $405.7K to $514.5K a day, against a typical day of $357.2K. Affiliates carry 94% of revenue and LIVE adds 17%. An affiliate choosing what to promote can start with those top listings, because that is where the sales already land.
In the last 7 complete days (13 to 19 October) Dr.Melaxin made $2.65M, down 12% on the 7 days before ($3.01M); the tracked brands as a whole were unchanged; those days include a platform-wide surge. The difference from the tracked brands is under 20 points, which is too small to call a trend for this brand.