Unique Makeup Brand SIT.E First Virtual Artist

Abstract: Chinese experimental visual beauty brand SIT.E officially announced the brand's first virtual artist MONA. The virtual image was produced by the SIT.E artist group together with virtual artist MOMO CHEN spending 1200 hours, and is expected to be officially launched on June 22 on the brand's official website.

---

According to CHAILEEDO, SIT.E was launched in 2020 and has now launched five series in the Chinese e-commerce platform Tmall flagship store: lens series, by series, pioneer series, rule series, and white label line, with products covering color cosmetics, perfume, and aromatherapy.

Compared to other brands, SIT.E emphasizes that each of its products will be "a little more breakthrough" in terms of packaging, internal materials, and development concepts so that it can constantly push out new products instead of repeating them in a pattern, and provide more unique products or design concepts at a price acceptable to consumers.

Moreover, from the overall tone of the brand, SIT.E's target group is not just girls. From the information on its official website, SIT.E products advocate a democratic aesthetic that its products can be used by boys, girls, older or beginning professionals, and also support the participation of many niche cultures.

According to the disclosed data, SIT.E cooperated with Viya(a Chinese top live streamer) in 2021 and the GMV in single live streaming reached $1.16 million and multiple accumulations of sales up to 46,000 pieces. The total sales GMV of SIT.E in Viya live streaming reached $2.4 million. At the same time, its performance in the official Tmall flagship store is also relatively good with its pricing of 130 yuan lip powder cream tube monthly sales of 8000 + pieces.

What makes SIT.E really famous is its lip powder series. Lip powder, as a form of lip makeup, is a texture innovation on the basis of lipstick. The effect is to create a matte makeup feeling.

This is actually not a new concept, as early as 2018, Chanel had launched a limited monochrome lip powder plate, but did not get the brand's continued promotion.

Now, the promotion of Chinese beauty on social platforms has pushed the lip powder form to the public again.

In 2021, the Chinese brand Mao Ge Ping launched "Forbidden City lip powder", whose shape is similar to an eyeshadow palette. The product was divided into two parts: a base cream and four-shade lip powder with a lip brush to wear. There are a total of two shade plates of 11g. Its official retail price is $86.

And SIT.E also launched two lip powder products. One is the "lip glaze + lip powder" double-headed design product. After applying the lip glaze, lip powder can achieve a matte makeup effect for customers. After that, SIT.E launched a lipstick-like solid lip powder that is similar to a normal tube of lipstick. According to the product description, lipstick has a high powder content ratio of 28%. On the Tmall platform, SIT.E Pioneer Series Pipe Lip Powder ranks fifth in the list of lipstick repurchases within 300 RMB(about $44.67) with monthly sales of over 4,000 units.

Searching for notes related to lip powders in Xiaohongshu(a Chinese sharing platform), Mao Ge Ping currently has more than 70, and SIT.E lip powder notes amount to more than 2000.

After the continuous promotion of the new international brands and the promotion of Chinese brands, the lip makeup sector is already a field of fierce competition. From the perspective of consumer demand, whether online or offline, consumers' demand for lip products is significantly higher than that of other makeup categories.

According data shows that from January to February 2021, Lip makeup in Chinese interest e-commerce TikTok China sales entered the Top5 in the three-tier category sales of the makeup industry, with lipstick/lipstick following air cushion and foundation in third place and lip gloss/lip honey/lip glaze in fifth place as a similar form, with obvious upward momentum.

L'Oreal Paris, M-A-C, Estee Lauder, Nars, and others have accumulated enough brand recognition and star product influence in the field of lipstick and lip glaze. They also have tried lip creams and other aspects one after another. Compared to international brands, in terms of form innovation, the new Chinese brands that more widely reach young people are more active, such as Perfect Diary, Florasis, JudyDoll, Into You, and other Chinese products that carry a broader role in the youthful market education.

However, "expensive" has raised the threshold for product repurchase, with SIT.E's representative lip powder selling at $34.2 for an 8g double-headed lip glaze powder and $19 for a 0.9g Pioneer Series lip powder. "Lip powder package is more expensive than the general lipstick, raw materials to process costs are naturally higher than the general lip products." Industry analysis points out that the special nature of the supply chain causes the selling price of lip powder to go higher as well.