Sephora Teams With Chinese Idol Label Goodbai on Makeup Capsule

Sephora has unveiled a cowboy-themed summer capsule in collaboration with Goodbai, the fashion and lifestyle label founded by Chinese actor and idol Bai Jingting. The collection reimagines the specialty retailer's core color cosmetics through the denim-and-star design aesthetic of Goodees, Goodbai's signature pom-pom mascot.

The drop marks a strategic milestone for both companies: it serves as Goodbai’s initial entry into the cosmetics sector and represents Sephora’s first full-scale co-branding partnership with a domestic Chinese lifestyle brand.

Designed around a bright "summer blue" palette, the product assortment reworks existing Sephora bestsellers, including a nine-pan mini eyeshadow palette and the Best Skin Ever cushion foundation. The limited-edition packaging blends the cartoon iconography of the Goodees character universe with Sephora’s classic black-and-white stripes and textured denim finishes.

The capsule set is priced at 799 yuan ($118) and includes fashion accessories such as a denim shoulder bag and a lipstick-holding Goodees plush charm.

The collection is rolling out across Sephora’s retail store network and digital channels in China. Goodbai is simultaneously selling the lineup through its three flagship brick-and-mortar stores, its e-commerce channels, and a dedicated Goodees pop-up installation in Shanghai’s Hongqiao district.

Established in 2021 by Bai Jingting and fashion designer Shangguan Zhe—founder of menswear label Sankuanz—Goodbai quickly expanded from an apparel label into a broader lifestyle ecosystem. The brand now encompasses multiple sub-brands, an animated short series, and a standalone café, all located along the same retail strip in Shanghai.

Goodees originally launched as a graphic logo for Goodbai before being developed into a physical plush mascot and a broader intellectual property universe dubbed Goodees World. The brand tapped into China’s booming designer plush-toy and collectible market, a consumer trend largely catalyzed by retail giant Pop Mart.

The collaboration highlights how beauty players operating in the market are increasingly leveraging pop icons and character intellectual property to drive retail engagement, a strategic shift also visible in recent campaigns like Marubi's partnership with pop star Cai Xukun.

For Sephora, the launch aligns with efforts to recalibrate its retail strategy in China following recent market headwinds. The prestige giant has adjusted its local merchandise mix by introducing more accessible domestic C-Beauty brands alongside its international offerings.

Sephora currently carries 11 domestic Chinese brands in its local assortment, including Florasis, Perfect Diary, Documents, Julydoll, Joocyee, and Herbeast. While Sephora continues to onboard high-growth international labels in other regions—such as clean beauty brand Ogee—its strategy in mainland China relies on deepening local cultural relevance to win younger consumers.

The localized focus is delivering operational improvements. In a recent interview with local media, Ding Xia, managing director of Sephora Greater China, stated that store traffic across the retailer's physical locations has achieved double-digit growth for 21 consecutive months, with comparable-store sales returning to positive territory.