In a country where celebrity business ventures often come and go, Tao’s sanitary pad brand has managed to stir genuine public interest. Domyway, the femcare label launched by the former EXO star, is making waves not just for its famous founder, but for the terms of its job listings. One post, offering a salary five times the national average, set social media alight. Tao, who has shifted from K-pop stardom to full-time entrepreneur in China, seems determined to do things differently. He’s not just selling sanitary pads — he’s trying to reshape an entire narrative.
Tao’s sanitary pad brand entered the scene at a time when consumer trust in hygiene products has taken a hit. A scandal involving a recycling firm repackaging used sanitary pads sparked widespread concern in 2023. In response, Tao pledged to build a factory with livestreamed production — a bold promise in an industry often shrouded in secrecy. His aim, he says, is full transparency and women’s safety, starting with the product and extending into the workplace. Domyway’s job ads emphasize a “women-friendly” environment and welcome applicants from any educational background.
The role that caught most people’s eye was the distribution sales lead, advertised with a monthly wage of 30,000 yuan. That’s roughly $4,125 — nearly five times China’s average salary — and a statement in itself. Other roles include live commerce hosts, e-commerce managers and video editors, reflecting the company’s strong push into digital platforms. Tao’s sanitary pad brand is not only selling a product, it’s building a lifestyle around it — inclusive, ambitious and unusually high-paying. It’s a strategy that blends values with viral appeal.
But there’s more behind the brand than business tactics. Tao’s wife, singer and actress Xu Yiyang, played a key role in product testing — spending 90 days trialling the sanitary pads herself. Tao spoke publicly about her involvement, citing her feedback as central to refining the product. The couple, who married in late 2024, have positioned themselves as co-founders with a purpose. While celebrity-backed products often feel superficial, this one carries a sense of urgency and personal conviction. Together, they seem to be framing menstruation not as a market, but a mission.
Still, whether Tao’s sanitary pad brand can deliver on its promises remains to be seen. Manufacturing menstrual products at scale — and doing it ethically — is no small task. The livestream pledge sounds impressive, but execution will be key. Consumers, especially younger ones, are more sceptical than ever of surface-level branding. If Domyway succeeds, it won’t be because of Tao’s name alone — it’ll be because the product stands up to scrutiny, the pay remains fair, and the values hold firm.
