JUDYDOLL: Playful Makeup and a Growing Global Presence

Founded in Shanghai in 2017, JUDYDOLL is a makeup brand within JOY Group. Its approach brings playful color and practical formats to everyday makeup, guided by the slogan “Makeup Simplified, Fun Amplified.” The range spans foundation, lip color, contouring, eye makeup, eyebrow products and blush.

Brand at a glance

• Brand: JUDYDOLL
• Parent company: JOY Group
• Group chairman and CEO: Allan Liu
• Founded: 2017
• Location: Shanghai, China
• Category: Makeup

The story of JUDYDOLL

JUDYDOLL combines ecommerce with physical retail to make its products accessible to a broad audience. The brand belongs to JOY Group, whose portfolio includes JUDYDOLL, JOOCYEE, René Furterer, Biophyto-genesis and Foltène across makeup, haircare and skincare. General Atlantic lists JUDYDOLL among its investments, with 2020 as the investment year.

The brand's philosophy centers on makeup that feels intuitive and enjoyable to explore. It aims to bring new product ideas into practical daily routines, with approachable textures and formats that encourage experimentation and individual expression.

From a Shanghai launch to international retail

JUDYDOLL's brand history traces its launch to 2017 and the introduction of direct-to-consumer stores to 2020. According to the brand's supplied timeline, annual sales approached US$140 million in 2021, followed by broader international expansion in 2023.

Its 2025 brand materials describe a network of more than 116 flagship stores in China and availability at over 15,000 retail locations in Japan. These figures refer to that timeline, rather than a current store count. The supplied imagery also shows JUDYDOLL's retail presence in Singapore.

Flagship products

PDRN Stay Shine Lipstick

This glossy lip product combines color with a care-focused positioning. The brand describes its formula as containing 80% rose PDRN collagen essence and promotes a dual-layer film that sets in 10 seconds, with color wear of up to 12 hours. These are brand-reported product claims.

The range includes soft, gemstone-inspired shades. JUDYDOLL says gemstone powder contributes to a sheer, luminous effect, while a flexible film is designed to reduce transfer and retain shine.

2 IN 1 Highlighter Contour Palette

The palette family combines complexion-brightening and sculpting functions, with formats that also offer concealing, blush or bronzing options. The brand describes the highlighter texture as soft and creamy, aiming for a translucent glow.

• #01 Wave Shadow: Cool gray-brown, pink shimmer and nude matte pink, positioned for cool pink undertones and olive skin.
• #02 Tree Shadow: Neutral warm tones, particularly suited to warmer undertones.
• #04 Blush Shadow: Soft blush shades designed for a broad range of skin tones.
• #05 Feather Glow: A brightening and contouring trio.
• #06 Sun Tan Palette: Contouring, bronzing, brightening and highlighting for warm medium-to-tan skin tones.
• #CR01 Natural Flush: Cream highlighter, blush, concealer and contour balm in one palette.

Cushion Matte Lock Lip Cream

JUDYDOLL positions this lip cream around an even, soft-focus matte finish and a cushion-tip applicator for controlled application. The brand claims up to 24 hours of wear, transfer and water resistance, and a hydrating feel. Its formula is designed to soften the appearance of lip lines while providing full color coverage.

Creative collaborations

Dunhuang Museum

In September 2021, JUDYDOLL partnered with Dunhuang Museum on the Dunhuang Auspicious Beasts collection. The collaboration drew on auspicious creatures in Dunhuang murals and the traditional Chinese five-color system, bringing cultural references into cosmetics and packaging.

POP MART

In May 2021, JUDYDOLL collaborated with POP MART on the PUCKY Fairy Flight cosmetics collection, combining the toy brand's playful character universe with makeup products.

Keith Haring

In January 2022, JUDYDOLL launched an artist-inspired collection featuring Keith Haring's recognizable visual language. Bold graphic motifs and lively color brought an art-led presentation to the brand's products.

Recognition highlighted by the brand

JUDYDOLL's brand materials highlight recognition from retailers and media, including Guardian Vietnam's Best Rising Brand of the Year, a COSME store beauty-brand award, British Vogue recognition for an Asian mascara, Lazada's China top-selling-brand awards and Watsons' Most Successful Exclusive recognition. The supplied materials do not specify a year for every recognition.

Together, these products, collaborations and retail initiatives illustrate JUDYDOLL's focus on accessible, expressive makeup as it develops its presence beyond China.

Additional references: General Atlantic's JUDYDOLL investment profile and JOY Group's 2025 results announcement.Founded in Shanghai in 2017, JUDYDOLL is a makeup brand within JOY Group. Its approach brings playful color and practical formats to everyday makeup, guided by the slogan “Makeup Simplified, Fun Amplified.” The range spans foundation, lip color, contouring, eye makeup, eyebrow products and blush.

Brand at a glance

• Brand: JUDYDOLL
• Parent company: JOY Group
• Group chairman and CEO: Allan Liu
• Founded: 2017
• Location: Shanghai, China
• Category: Makeup

The story of JUDYDOLL

JUDYDOLL combines ecommerce with physical retail to make its products accessible to a broad audience. The brand belongs to JOY Group, whose portfolio includes JUDYDOLL, JOOCYEE, René Furterer, Biophyto-genesis and Foltène across makeup, haircare and skincare. General Atlantic lists JUDYDOLL among its investments, with 2020 as the investment year.

The brand's philosophy centers on makeup that feels intuitive and enjoyable to explore. It aims to bring new product ideas into practical daily routines, with approachable textures and formats that encourage experimentation and individual expression.

From a Shanghai launch to international retail

JUDYDOLL's brand history traces its launch to 2017 and the introduction of direct-to-consumer stores to 2020. According to the brand's supplied timeline, annual sales approached US$140 million in 2021, followed by broader international expansion in 2023.

Its 2025 brand materials describe a network of more than 116 flagship stores in China and availability at over 15,000 retail locations in Japan. These figures refer to that timeline, rather than a current store count. The supplied imagery also shows JUDYDOLL's retail presence in Singapore.

Flagship products

PDRN Stay Shine Lipstick

This glossy lip product combines color with a care-focused positioning. The brand describes its formula as containing 80% rose PDRN collagen essence and promotes a dual-layer film that sets in 10 seconds, with color wear of up to 12 hours. These are brand-reported product claims.

The range includes soft, gemstone-inspired shades. JUDYDOLL says gemstone powder contributes to a sheer, luminous effect, while a flexible film is designed to reduce transfer and retain shine.

2 IN 1 Highlighter Contour Palette

The palette family combines complexion-brightening and sculpting functions, with formats that also offer concealing, blush or bronzing options. The brand describes the highlighter texture as soft and creamy, aiming for a translucent glow.

• #01 Wave Shadow: Cool gray-brown, pink shimmer and nude matte pink, positioned for cool pink undertones and olive skin.
• #02 Tree Shadow: Neutral warm tones, particularly suited to warmer undertones.
• #04 Blush Shadow: Soft blush shades designed for a broad range of skin tones.
• #05 Feather Glow: A brightening and contouring trio.
• #06 Sun Tan Palette: Contouring, bronzing, brightening and highlighting for warm medium-to-tan skin tones.
• #CR01 Natural Flush: Cream highlighter, blush, concealer and contour balm in one palette.

Cushion Matte Lock Lip Cream

JUDYDOLL positions this lip cream around an even, soft-focus matte finish and a cushion-tip applicator for controlled application. The brand claims up to 24 hours of wear, transfer and water resistance, and a hydrating feel. Its formula is designed to soften the appearance of lip lines while providing full color coverage.

Creative collaborations

Dunhuang Museum

In September 2021, JUDYDOLL partnered with Dunhuang Museum on the Dunhuang Auspicious Beasts collection. The collaboration drew on auspicious creatures in Dunhuang murals and the traditional Chinese five-color system, bringing cultural references into cosmetics and packaging.

POP MART

In May 2021, JUDYDOLL collaborated with POP MART on the PUCKY Fairy Flight cosmetics collection, combining the toy brand's playful character universe with makeup products.

Keith Haring

In January 2022, JUDYDOLL launched an artist-inspired collection featuring Keith Haring's recognizable visual language. Bold graphic motifs and lively color brought an art-led presentation to the brand's products.

Recognition highlighted by the brand

JUDYDOLL's brand materials highlight recognition from retailers and media, including Guardian Vietnam's Best Rising Brand of the Year, a COSME store beauty-brand award, British Vogue recognition for an Asian mascara, Lazada's China top-selling-brand awards and Watsons' Most Successful Exclusive recognition. The supplied materials do not specify a year for every recognition.

Together, these products, collaborations and retail initiatives illustrate JUDYDOLL's focus on accessible, expressive makeup as it develops its presence beyond China.

Additional references: General Atlantic's JUDYDOLL investment profile and JOY Group's 2025 results announcement.