How Supergoop! went from a teacher's $30,000 bet to a $700M sunscreen empire. A DTC brand breakdown of its education-first strategy, hero products, and retail expansion.

In 2023, KANS proved that short dramas could sell skincare at scale. In 2025, over 40,000 new short drama series launched in China, ReelShort generated US$130 million in a single quarter overseas, and AI-powered productions cut costs to one-fifth of traditional methods. The short drama marketing model KANS pioneered has evolved far beyond what its creator imagined. This is the story of how it started, why it nearly collapsed, and where it is heading.

The Paris-Shanghai Perfume Show marked the first major collective appearance of Chinese fragrance brands in France. With LVMH and Estee Lauder backing brands like To Summer and Melt Season, the ambition is real. So is the challenge.

Walking the halls of Cosmoprof Bologna 2026, the shift was unmistakable: Chinese beauty brands are no longer just exhibiting, they are competing. But K-beauty still leads the conversation. Meanwhile, European niche brands looking at China face a market that has fundamentally changed.

Summer Fridays went from a single Instagram-famous face mask to $244 million in annual sales and the top skincare position at Sephora. This case study unpacks the founder-as-channel model, social-first product design, and disciplined distribution strategy behind one of DTC beauty's most instructive success stories.

When Into You launched its first lip mud in 2020, it was solving a texture problem no one else had addressed: how to deliver a velvet-matte finish without the dryness. Five years and 80 million fans later, the Shanghai brand is available in over 40 countries and rewriting how the world thinks about lip color. But can a category creator sustain its edge as competitors crowd in?

Mao Geping built its luxury credentials entirely within China. With 300+ department store counters, an 85% gross margin, and pricing that rivals Chanel, it has earned its place in the domestic premium tier. Now, backed by LVMH-affiliated L Catterton and a new Hong Kong flagship, the brand is preparing to go global. The question is whether premium positioning built on Chinese cultural capital can transfer to markets where that capital does not yet exist.

VIVAIA is a China-born DTC footwear brand that quickly scaled globally through product innovation, flexible manufacturing, and a focused global strategy. Learn how it outpaced Allbirds and became a leading sustainable fashion brand.

Founded in 2007, Chinese DIY toy group Robotime has grown into a creative powerhouse with over 200 designers, a 200,000 m² factory, and exports to 100+ countries.

When discussing China’s new-generation beauty brands, 🌸Flower Knows (花知晓) stands out as one of the most distinctive success stories. Founded in 2016 by two post-90s male cosplay enthusiasts, the brand quickly rose to prominence with its dreamy, 少女心 (fairytale-girlish) packaging and pastel palettes.