Adorable Makeup Brand PinkBear Goes Viral with Lip Glaze
- Chaileedo Press
- May 31, 2022
- 3 min read
Yatsen E-commerce's makeup brand, PinkBear, has launched co-branded Bubble Lip Glaze with Chibi Maruko-chan, which contains four shades. The products are available at its Tmall flagship store for $11.80 for a single unit. PinkBear focuses on cute and girly makeup to appeal to Gen Z with products that look good, work well, are playful and are safe.
PinkBear is a new independent beauty brand launched by Perfect Diary's parent company, Yatsen E-Commerce in 2021, targeting young women and focusing on cute and girly styles. Every girl has a cute heart.
"According to our insight, the general trend of the Tmall category is that lipstick is down and lip glaze is up," said Daniel, PinkBear's Principle. Lipsticks have a high proportion of big brands, but their functionality does not meet the needs of the young girls of Generation Z. And the age of makeup is getting younger and the audience is wider. We hope to provide some good and fun, close to the nude makeup, light makeup products, accurate positioning of cute girl style makeup brand, with the girls to explore more possibilities to become beautiful."
PinkBear has a keen fashion insight and design ability and its whole line of products cooperated with the global well-known company. PinkBear is willing to explore more possibilities of becoming beautiful with girls, aiming to create an excellent makeup experience for each girl. It brings you a little beauty every day in a colorful world.
The reason that PinkBear gained its good fame can be attributed to its hot-selling lip glaze. At present, the Chinese market is subject to formula, technology, and other issues. At present both color, gloss, and long-lasting, while having a quality-to-price ratio of water light lip glaze products are not common. Not only that, the homogenization of such goods is particularly serious, using the keyword "water light lip glaze" in the Tmall, Jingdong, and other e-commerce platform search, the retrieved products from packaging to makeup effect almost the same.
In response to this pain point, PinkBear continues to make efforts in research and development, and through big data mining cutting-edge lip makeup trends, lip glaze color, texture to carry out in-depth research, dedicated to creating makeup, skin, and beauty of lip makeup products for consumers.
Since then, with the precise positioning of "cute girl style" and pink packaging, PinkBear has started to gain a foothold in the field of affordable makeup. Since its establishment in 2021, it has successfully created a number of lip glaze products, among which, the total sales of "Luminous Mirror Watery Lip Glaze" in the brand's official flagship store on Tmall reached 1 million+ piece.
Up to now, the number of followers of PinkBear official Tmall flagship store exceeded 1.02 million, and the total sales of more than 100,000 + pieces of products accounted for 18%.
The remarkable market performance has made PinkBear quickly emerge in the brand matrix of Yatsen E-commerce. The 2021 full-year performance report announced by Yatsen E-Commerce also pointed out that in 2021, the revenue growth of Yatsen E-Commerce could not be separated from the pull of three major brands, namely Perfect Diary, Little Ondine, and PinkBear.
Among them, PinkBear is mainly aimed at Chinese 16-25-year-old makeup users, the pricing of its products is mostly about $15. The price band from $8.86 to $13.37 are occupying half of its official Tmall flagship store.
According to public data, the GMV of PinkBear's Tmall flagship store exceeded 1.5 million yuan in its first month of operation. In addition, the brand officially revealed that since its inception in March 2021, PinkBear's annual omni-channel sales broke $40.3 million, and won the Top 1 of Tmall's new Chinese makeup in 2021 and the Top 10 of Double 11 Tmall's Chinese makeup.
In 2021, PinkBear's first participation in the 618 promotion in Tmall, its sales exceeded $1.5 million, and its Pudding Lip Glaze sold over 500,000 pieces across all channels, making the brand the Top 1 Tmall New Girl Makeup Brand.
As for future development, Daniel said that "Fashion is one of our key elements, and as a national brand, we are exploring more possibilities. The brand's color, PinkBear Pink, is actually one of our key features. Pink is the superpower to hit the goodness directly, the girl's heart that never loses, and the easiest way to return to happiness. To be big is better than to be strong, to be strong is better than to be long. If a Chinese brand can be loved by consumers and can be longer, it is considered successful."
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