Inside EastBuy's Beauty Supply Chain

EastBuy, the private-label arm of Chinese livestreaming giant Dongfang Zhenxuan (Oriental Selection), has quietly built a beauty supply chain that draws on a dozen contract manufacturers — ranging from publicly traded giants to niche specialists. But the company doesn't just pick the biggest names; it selects factories for their specific category strengths.

Whether it's offline retail heavyweights like Walmart or Watsons, or livestream powerhouses like Xinxuan and Dongfang Zhenxuan, once a channel achieves stable, large-scale sales, launching private-label brands becomes a natural strategic move.

Dongfang Zhenxuan, a top livestream e-commerce platform in China, first tested its private-label brand EastBuy in 2022. Initially focused on fresh produce, it expanded into daily necessities and now boasts over 700 SKUs.

In 2025, Dongfang Zhenxuan's total GMV grew 16%, while its private-label GMV surged 22%. Commission rates for third-party sales range from 14% to 16%, but private-label gross margins hit 30%–36%.

Private labels have become the core profit driver, with revenue share jumping to 43.8% in 2025 and expected to exceed 50% by 2026.

Beauty accounts for about 10% of EastBuy's private-label sales, but its fast growth and high margins make it a priority category.

Rather than relying on a single factory, EastBuy partners with manufacturers that excel in specific subcategories.

EastBuy's Private-Label Beauty Suppliers by Category

Using China's Cosmetics Regulatory App, China Cosmetics identified 47 registered EastBuy products made by at least 12 contract manufacturers.

The products fall into four main categories: skincare, color cosmetics, hair/body care, and toothpaste.

1. Skincare: Nox Bellcow + Jahwa Jiaheng + Zhongyan + Dongfang

In early 2025, Nox Bellcow registered EastBuy's cleansing mousse and hydrating mask. These became top sellers on Douyin (China's TikTok). The mousse ranked No. 2 on Douyin's 618 must-buy list, and the mask took the top spot.

Jahwa Jiaheng's Huzhou subsidiary registered EastBuy's facial cleanser in late 2024, which ranked No. 3 on Douyin's 618 hydrating cleanser list.

In 2026, Zhongyan joined as a supplier and registered a rose water mist on June 6, not yet launched.

Dongfang has been producing multiple creams and hand creams since 2024, though the cream has been delisted on Douyin while hand cream remains available.

2. Color Cosmetics: Cosmax + Yunfeishi + Shanghai Yingcai

In November 2024, Shanghai Yingcai registered EastBuy's first lipstick; three more shades followed in September 2025. The lipstick became EastBuy's biggest color hit, topping Douyin's 618 category list.

In June 2026, EastBuy added five glossy and five matte lip glazes produced by Cosmax, plus four precision eyebrow pencils from Cosmax and Yunfeishi. These are not yet on sale.

3. Hair & Body Care: Bavi + Aobao + Yisijia + Dongfang

Bath and hair care was an early EastBuy category. In February 2024, Aobao (Huizhou) registered five fragranced body washes; three more were added in March 2026, but only one is currently selling, with modest sales.

In May 2024, Dongfang registered four scented essential oil body washes, which are not listed on EastBuy's Douyin store or app.

In May 2026, Aobao registered an oil-control shampoo and Yisijia a smoothing shampoo, both unreleased.

4. Toothpaste: Saiweitai + Jiuke Oral

In March 2026, Saiweitai registered four children's anti-cavity toothpaste variants, not yet in stores.

Only two EastBuy toothpaste SKUs are currently sold, produced by Jiuke Oral but not branded as EastBuy on the registration.

Common Threads in EastBuy's Beauty Supply Chain

A review reveals clear patterns:

1. Industry Standing

Most EastBuy manufacturers are publicly traded or market leaders: Cosmax is the world's largest cosmetics ODM; Nox Bellcow is owned by listed Qingsong; Jahwa is listed on the ChiNext board; Bavi and Yisijia are listed on the Beijing Stock Exchange; Yunfeishi is a top color cosmetics factory; Aobao is a leading hair/body care OEM; Dongfang is a long-established skincare manufacturer. Except for the toothpaste makers, nearly all suppliers are listed companies or industry leaders.

2. Category Expertise

EastBuy avoids single-factory dependency, instead matching each product type to a factory's specialty. Cosmax and Yunfeishi handle color cosmetics; Nox Bellcow, the world's largest mask producer, makes EastBuy's sheet masks; Aobao leads in hair and body care; Zhongyan excels in botanical extraction, hence the rose mist.

Notably, the toothpaste factories are not top-tier but still sizable. EastBuy values unique product advantages over brand-name recognition alone.

For contract manufacturers, landing an EastBuy deal means more than just orders. EastBuy is known for stringent supply-chain standards, and its approved suppliers are among the most reliable in the industry. Brands seeking OEM partners can take confidence in factories that have passed EastBuy's vetting — a testament to the platform's influence on the broader beauty ecosystem.

Event Notice: The 2026 iPDF International Future Packaging Expo will be held July 1–3 at Guangzhou Airport Exhibition Center. The third Beauty Cross-Border Summit will feature regional tracks covering overseas compliance, localized marketing, global sourcing, and supply-chain strategy.