"I don't know why the brand is so popular. My roommate and I bought it on Singles' Day in 2020 and 2021." Rui Rui first became aware of the Colachi brand through Little Red Book on social media. Almost overnight, every blogger was recommending the brand, especially its lip paste products. "I used to mainly use lipstick and perfect diary slim lipstick, but did not try lip mud. After trying to buy one, it was suddenly planted grass, and Amway gave it to my roommate."

A search on the social media platform by Xiaguang found that Kaerqi first became popular in Li Jiaqi's studio: "Two lip glazes only cost 68 yuan", which became the brand's biggest selling point at that time.

Also rely on the broadcast room fire up the brand and flower Xizi. Founded in March 2017, Huaxizi's turnover reached 1 billion yuan in 2019 and exceeded 3 billion yuan in 2020. Huaxizi, which is positioned as "Oriental makeup and flower nourishing makeup", has become the leading brand in the field of makeup in China, breaking through all the way and even entering the market in Japan and Southeast Asia.

Hanasako's first overseas search was in Japan.

At the end of 2019, after a Japanese netizen posted the products of Hanxizi West Lake series on Twitter, the topic quickly gained popularity and became the 7th most searched topic in Japan on Twitter. In March 2021, Hanaxizo officially entered Amazon Japan, which is also its first entry into overseas e-commerce platform. On the first day of her entry into Amazon, Hanishiko's classic product, Concentric Lock lipstick, quickly sold out and ranked among the top three in Japan on Amazon's hourly lipstick sales list. Since then, Hanishiko's collaboration with Japanese TV series Animals and Japanese celebrity makeup artist Chihiro Oda has further deepened the brand's recognition in the local market.

Another borrow the rise of the Internet e-commerce brand perfect diary, the development of its main company can not be underestimated.

Yixian e-commerce was established in 2016. Through self-incubation and mergers and acquisitions, it now has seven makeup brands: Perfect Diary, Xiaooting, Wanzi Xinxuan, G a l e n i c (Kelanli), D R. W U (Dalskin), E V E L O M, P i n k B e a r (Pikexiong).

With flower Xizi go out of the sea a little different, Yi Xian e-commerce has begun to mergers and acquisitions and self-developed multi-brand strategy. Currently overseas, Yixian e-commerce has acquired makeup brands such as Eve Lom/ Eveland, Galenic/Colenic.

In October 2020, Yexen E-commerce acquired Galenic/Colenli, a French high-end beauty and skin care brand with the same parent company of Avene. While retaining the French brand gene and connotation of the latter, Yexen also cooperated with its parent company Pierre Fabre to develop and produce products. In March 2021, Yixian E-commerce acquired high-end skin care brand Eve Lom. Eve Lom, founded in 1986, is best known for its cleansing cream and has been described as "the Hermes of makeup removers".

The emerging new domestic cosmetics brands still have problems that cannot be ignored. Although the industrial chain is relatively complete, many links still need to be improved and upgraded.

According to the report of GSI Growth Strategy Research Institute, most Chinese medium and low-end brands and start-ups completely rely on upstream foundries for their technologies, and their RD investment is almost zero. Therefore, there is still a big gap between them and the international advanced level in core technology fields, cutting-edge raw materials, cutting-edge preparation technology and plant extraction. In terms of production equipment and technology, there is still a large gap between domestic and international or domestic advanced production enterprises in terms of production efficiency and degree of automation, and most domestic production enterprises are still in the conceptual stage in terms of digitalization, informatization and intelligent manufacturing.