Joocyee, a local Chinese cosmetic brand established in 2019, has emerged as a rising star in the Chinese beauty market over the past two years.
With its product philosophy rooted in "romantic pragmatism," Joocyee has captured the attention of independent women transitioning from their youth to the professional world. These women have matured in their aesthetic preferences, seeking higher quality products that align with their evolving sense of self-expression and artistry.
Joocyee is viewed by its product designers as a vessel for aesthetics. By exploring various themes in makeup application, the brand has succeeded in creating what consumers refer to as "designer makeup.
Joocyee has established its brand identity with three key pillars：
MODERN: A fusion of Eastern perspective and contemporary expression.
Joocyee advocates for a modern aesthetic that seamlessly blends Eastern beauty ideals with diverse modern styles. This approach stems from the unique philosophy observed in many Chinese women today – a delicate yet powerful, reserved yet expressive attitude.
ROMANCE: Sensual romance and delicate interpretation.
Joocyee, from a female perspective, celebrates life's subtle nuances, inspiring a deeper appreciation of beauty and life for all.
TAILORED: Professional and practical, customized for your skin.
Joocyee aims to redefine how Chinese women perceive their skin color, texture, and bone structure. Through a design-oriented approach, the brand observes the uniqueness of every individual's face, understands consumer needs, and provides precise solutions. It tailors makeup solutions that are perfectly suited to the diverse needs of Chinese women.
In just a short span of time, Joocyee has become a symbol of sophistication and empowerment for the modern Chinese woman, offering them beauty products that reflect their evolving tastes and desires.
Product Co-branding
Joocyee prefers to release co-branded products in collaboration with manga that matches its brand philosophy.
In 2022, Joocyee collaborated with the manga Cat's Eye to launch the "Reverse Protagonist" co-branded makeup series. Joocyee integrates the diverse and vivid femininity of the three heroines in the comic into the concept, design and color scheme of the products, to show the multi-faceted image of women that Joocyee understands in its heart, and to dedicate this gift to millions of women nowadays.
In 2023, Joocyee collaborated with the manga Four Women to launch the 'Pink Power' co-branded makeup series. Joocyee takes the diverse charms of the four women in the manga and incorporates them into the concept, design and color scheme of the products. There is more than one shade of pink, just as there is more than one look for women. With the 'Power of Pink' series, Joocyee hopes to present this power to every woman of today.
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