Why is TVING Suddenly Obsessed with ‘Skincare’? From Dermaline Direct PDRN to ‘Thieving Birds’

When you hear the name TVING, you probably just think of it as an OTT platform. But if you’ve been keeping an eye on what they’ve been up to lately, it’s clear they’re more than just a place churning out dramas and variety shows. You can see these bold, yet surprisingly savvy, moves popping up all over the place. As you can tell from the headline, today I want to talk about two key areas TVING has been pushing: skincare and music.

Why is an OTT Platform Getting into Cosmetics? The Arrival of ‘Dermaline Direct PDRN’

The first thing that caught my eye was the Dermaline Direct PDRN Solution Activing Toner and the Dermaline Direct PDRN Solution Activing Emulsion. When I first saw the product names, I thought, ‘Oh, has TVING finally teamed up with a beauty brand?’ But it turns out this is their own in-house skincare line, not just a simple collaboration. They’ve incorporated ‘PDRN’ ingredients – it’s pretty daring to bring a regenerative care concept, usually only found in dermatology clinics, to the mass market like this.

In fact, these days, the term ‘Re-Tiving’ has become a natural part of the lexicon among young Irish adults, showing how TVING’s content has already become a staple of their lifestyle. But now they’re taking it a step further by offering an ‘item’ viewers can actually put on their skin. The name ‘Dermaline’ suggests expertise, and then there’s the functional aspect with ‘Activing’. This feels less like simple merchandise and more like a clear attempt to target people with real skincare concerns.

Rumour has it that this bold pivot has been a project in the works internally for quite some time. There’s been chatter in and around the beauty industry for months about ‘an OTT platform getting into skincare’, and now the specific lineup has finally been unveiled.

• Dermaline Direct PDRN Solution Activing Toner: The first step to balance dead skin cells and moisture levels, with a focus on soothing the skin.
• Dermaline Direct PDRN Solution Activing Emulsion: The next step after the toner, designed to provide a hydrating finish while also caring for the skin barrier.

Maybe it’s because the longer we spend watching TVING, the more our skin starts to suffer. (We all know that feeling of our face drying out after a late-night binge-watching session, right?) It seems like they’ve perfectly tapped into that need. It’s no longer just about buying something because a favourite actor uses it; the platform itself is aiming to act as a beauty curator.

Music too? The Unexpected Charm of ‘Thieving Birds’

After that bold move in beauty, something interesting is brewing in music. It’s a project called ‘Thieving Birds’. The name might sound a bit quirky, but it’s actually the start of some genuinely tasteful music content.

While releasing original soundtracks (OSTs) is pretty standard for OTT platforms now, TVING is adding elements of ‘live’ performance and ‘rediscovering’ artists. Instead of just featuring well-known singers, they’re using the ‘Thieving Birds’ banner to shine a light on hidden talent and genre-bending experiments.

What’s interesting here is that this music project has the potential to become a standalone piece of content, not just promotional material for a drama. It sits at the intersection of the indie scene’s vibe – which you might be familiar with but rarely get to experience – and mainstream melodies. It’s clear that with ‘Thieving Birds’, TVING is strategising to draw music fans onto its platform.

Why All This ‘Diversification’?

To sum it up, what TVING is doing right now can be boiled down to three main strategies.

• Beauty (Dermaline Direct PDRN Solution): A strategy to become an integral part of viewers’ daily lives and absorb their lifestyle choices.
• Music (Thieving Birds): An attempt to broaden their cultural influence, expanding beyond just viewers to bring music fans into the fold.
• Connecting the Experience (Re-Tiving): Completing the brand experience with a positive feedback loop: watching content → using beauty products → listening to music.

It reads like a strategy aimed at moving beyond simple competition over subscriber numbers or viewing time, to becoming recognised as a lifestyle brand in its own right. Ultimately, they’re creating a cycle where viewers watch a drama on TVING, buy a product featured in it, and listen to its soundtrack.

Of course, these kinds of ambitious moves don’t always succeed. The beauty market is fiercely competitive, and music tastes are notoriously fickle. But at the very least, TVING’s current trajectory is bursting with the ambition to break free from the ‘just an OTT platform’ mould. It’ll be fascinating to see whether this ‘Activing’ line becomes a dermatologist-recommended staple, or if ‘Thieving Birds’ becomes a major category at end-of-year awards shows.