COLORKEY-Trend Color Aesthetician

• Name：COLORKEY
• Parent company：Meishang (Guangzhou) Cosmetics Co., Ltd.
• Founder：Cici Lee
• Founded：2018
• SLogan：Dare to be different
• Iconic Products： lip glaze,liquid foundation,eyeshadow palettes

THE STORY OF COLORKEY

The Colorkey brand was founded in 2018 by Cici Lee and is owned by Meishang (Guangzhou) Cosmetics Co., Ltd., with its headquarters in Guangzhou. In early 2019, the brand officially launched its Tmall flagship store, focusing on its lip glaze series; within three months of launch, it ranked No. 1 in Tmall's lip glaze category; during Double 11 that same year, its omni-channel sales exceeded RMB 27.8 million.

During Double 11 in 2020, its omni-channel sales exceeded RMB 160 million, making it one of the Chinese domestic cosmetics brands whose Double 11 sales exceeded RMB 100 million less than three years after joining Tmall. In January 2021, its parent company, Meishang Co., Ltd., completed a RMB 400 million Series B financing round.

In 2022, the "COLORKEY" trademark was included in the Guangdong Province Key Trademark Protection List. In 2024, the brand repositioned itself as a "Trend Color Aesthetician" and released the new Smart-Sense Lip Makeup Family; in October of the same year, its parent company, Meishang Group, established a joint laboratory with Shanghai Xizhi Biotechnology Co., Ltd. to develop a 3D In Vitro Reconstructed Lip Tissue Model.

Corporate governance

Meishang (Guangzhou) Cosmetics Co., Ltd. is the parent company of the Colorkey brand. It was established on January 2, 2018, its legal representative is Li Qinya, and its headquarters is located in Haizhu District , Guangzhou, Guangdong Province.

In terms of its internationalization strategy, the company manages its overseas expansion into the Japanese market through the brand management company MoldBreaking Moke, and adjusted the brand positioning to an “ultra-cute” style to adapt to the local market.

At the same time, the brand has entered the Southeast Asian market, achieved strong results on TikTok Shop Vietnam, and has expanded through this platform to multiple sites, including Malaysia and Singapore.

Main Business

Colorkey positions itself as a "Trend Color Aesthetician" and focuses on providing cost-effective, trendy and cool color cosmetics products for young women aged 18 to 25. Its core category is lip color cosmetics, and it is known for the "Air Lip Glaze" series; it has also expanded into a full range of color cosmetics categories such as face and eye makeup. The brand's online channels cover e-commerce platforms such as Tmall and JD.com , while its offline channels have covered more than 3,000 sales outlets nationwide, including beauty multi-brand stores such as WOW COLOUR, Suning Jiwu, and Aomaijia. In marketing, it reaches young consumers through celebrity endorsements (such as Meng Meiqi , Dilraba Dilmurat , and Simon ), KOL/KOC product seeding, IP collaborations (such as Doraemon, Kitty White , Pokémon, Red Panda Meimei, and Capybara), and livestreaming e-commerce (such as Li Jiaqi 's livestream room).

Main Products

Colorkey focuses on lip makeup as its core and has gradually expanded its products to the full makeup category. Its Air Lip Glaze Series was launched in 2019. Through product research and development and IP collaborations, the brand has launched multiple series including eyebrow pencils, lip mud, and foundation, with products covering face, eye, lip, makeup removal, and beauty tools, among other categories.

Collaboration Series

The brand has launched multiple IP collaboration product series, including products created in partnership with Doraemon, Hello Kitty, Disney Mulan, Pokémon, and others. Among them, the collaboration series with Capybara (Orange Capybara) was launched in 2025.

Intellectual Property

Trademark name: Colorkey ; Application No./Registration No.: 31607235; Application date: March 21, 2019; International Classification: 3; Applicant name: Meishang (Guangzhou) Cosmetics Co., Ltd.; The goods and services include cosmetics, cleansing lotion, cleaning preparations, beauty masks, essential oils, perfumes, cosmetic sets, makeup lotion, cosmetic oils, skincare oils, cosmetic agents, etc.

Trademarks such as “ COLORKEY ”, “COLORKEY”, and “COLORKEY Trend Color Aesthetician” were successfully registered in 2025. Among them, the “COLORKEY” trademark was included in the Guangdong Province Key Trademark Protection List in 2022.

Brand products such as lip glaze and eyebrow pencils have been rated as “Guangdong Province Famous and Excellent High-Tech Products”.

The brand has faced counterfeiting problems, and the appearance of products such as “COODIVIE Kediwei Lip Glaze” has previously been closely imitated; at the same time, the brand has actively defended its rights through legal means and won multiple trademark infringement lawsuits in 2023.

Business Performance

In early 2019, Colorkey officially launched on Tmall , and its sales in its first year on the platform reached 200 million yuan. During Double 11 in 2020, the brand's omni-channel sales exceeded 160 million yuan, and within 80 minutes of the start of sales, the Tmall flagship store's sales exceeded 100 million yuan, making it one of the Chinese domestic color cosmetics brands to surpass 100 million yuan on Double 11 in less than three years after joining Tmall.

In 2021, its parent company Meishang Co., Ltd. completed a Series B financing round totaling 400 million yuan, led by Jinyi Capital, with Goldman Sachs, Junchuan, and other capital institutions participating. During Double 11 in the same year, the brand's Tmall flagship store sales exceeded 100 million yuan on the first day of the early purchase period, up 108% year-on-year.

Entering 2022, the brand's online sales faced fluctuations. According to data from a third-party consulting institution, its Tmall sales were approximately 1.4 billion yuan in 2021, while in 2022 they dropped to around 900 million yuan. In the same year, market rumors circulated that the company was conducting a new round of financing, but company executives denied this.

In 2025, the brand launched the "Orange Capybara" IP collaboration collection, and within 70 days of launch, its omni-channel gross merchandise value (GMV) exceeded 100 million yuan.

Social Responsibility

During Double 11 in 2020, the brand launched the "Qimiao Makeup Kit" gift box in collaboration with its spokesperson Meng Meiqi, and set up in its stores the "Meng Meiqi Light-Up Plan," which included step-by-step light-up and public welfare activity unlock stages.

The brand safeguards consumer rights by placing multiple anti-counterfeiting marks on inner and outer product packaging and establishing a rapid anti-counterfeiting enforcement system, and recommends that consumers purchase products through officially authorized channels for authenticity verification.

In May 2022, the " COLORKEY " trademark was reviewed and included in the Guangdong Province Key Trademark Protection List.

Brand Philosophy

Colorkey integrates high-quality supplier resources and brings together experts in makeup, fashion, design, quality control, and other fields to create quality makeup products for young Chinese women.

Social Honors

In 2020, the Air Lip Glaze Series received the "Reputable Domestic Brand" title from Cosmopolitan and the "Lip Glaze of the Year" title from Harper's Bazaar, while the Disney Mulan Co-branded Makeup Series was recognized as a Rococo Annual Quality Benchmark Case. In 2022, the Air Lip Glaze Series won the "Annual Lip Makeup Award" at the Tmall Golden Makeup Awards, and the COLORKEY × Pokémon Co-branded Series won the "Licensee of the Year" award at the Asian Licensing Awards. In 2023, the brand received the "China Business New Consumption Best Reputation Award" from China Business Journal, the "Makeup and Skincare Integration Innovation Award" from ELLE, and the "Brand Quality Award" from Guangdong Province, among others; the Soft Matte Watery Lip Gloss product received the Vogue Beauty Awards, was selected as a product on the Douyin Top 100 Beauty Products Gold List, and received the Harper's Bazaar Beauty Awards. In 2025, the brand was selected as a "Quality Brand Loved by Global Consumers."