Founded in 2019, the JOY GROUP-owned brand has attributed its domestic success to its unique “romantic premium” product design, compelling storytelling, and a deep understanding of Gen Z beauty culture.
In July, JOOCYEE marked a major milestone in its global expansion, with the opening of its first international retail store in Singapore.
“Singapore was chosen as JOOCYEE’s first step outside of China because it is a vibrant, trend-conscious hub that blends Eastern and Western cultures, perfectly mirroring our brand philosophy. Its diverse, beauty-savvy consumers are open to exploring new brands and embracing creative beauty concepts, making it an ideal launchpad for C-beauty’s global journey.
“As a major travel destination, Singapore also welcomes visitors from all over the world, giving us the opportunity to connect with international consumers beyond South East Asia,” Melvin Beh, Marketing and Sales Associate Director at JOOCYEE, told CosmeticsDesign-Asia.
He added that while K-beauty and J-beauty dominate mindshare, C-beauty is gaining momentum through Chinese pop culture, TikTok, and e-commerce in SEA.
“In Singapore, younger consumers are curious, but may not yet fully understand C-beauty’s distinct artistry, innovation, and cultural roots. In the past, there was a taboo against Chinese products, with concerns over quality and makeup safety.
“However, this perception is rapidly changing as modern C-beauty brands meet and exceed global standards, offering products that are safe, high-performing, and design-forward. We believe awareness can be further elevated through immersive retail experiences, influencer collaborations, and localised storytelling that position C-beauty as cool, creative, and trend-leading in its own right.”
Prior to the store opening, JOOCYEE has already established a strong presence in Singapore since entering the market in October 2024. It is available via online platforms like TikTok Shop and Shopee, as well as Watsons stores (31 locations).
According to Beh, this has helped build brand awareness and a loyal community eager for a branded retail experience.
“The boutique at Wisma Atria now allows us to bring our immersive brand storytelling and full product experience directly to both local customers and travellers discovering JOOCYEE for the first time.”
Singapore exclusives
JOOCYEE believes that the retail experience is crucial for a makeup brand, as it is where consumers can truly feel, test, and connect with products.
“We design our stores as immersive, playful spaces that invite exploration and self-expression. From interactive product try-ons to visually striking corners, such as the Happy Me Day! pop-up corner, and story-driven merchandising, every detail is crafted to spark curiosity and help customers discover their cool, chic, and confident selves,” said Beh.
The Singapore store is bathed in soft pinks, whites and reds, with curved architectural elements and ornate display features meant to provide an intimate canvas for product and self-discovery.
To celebrate its flagship debut in the island-state, the brand has released an exclusive Happy Me Day! collection, which brings together some of its bestselling products reimagined in shades created just for this launch. It includes the Lucent Glazed Rouge, Multi-Purpose Cream, Crystal Gloss, and 12 Shades Pro Eyeshadow Palette.
“Designed to be worn on anyone and for any occasion, the collection encourages self-expression and celebration of everyday moments. Each product is a playful twist on a fan favourite, making it both familiar yet fresh for JOOCYEE lovers worldwide. It is currently available exclusively in Singapore, and is set to launch in China and worldwide soon!”
Other boutique-exclusive products include the Airy Wear Long-lasting Foundation, Cream Blush & Highlighting Duo, and Essence Matte Rouge and Essence Glazed Rouge lipsticks.
In addition, the store will carry a wider range of foundation shades to reflect the brand’s commitment to inclusivity as it continues on its global expansion.
Well poised to stay responsive and competitive
Through the direct-to-consumer approach and building a robust omni-channel presence, JOY GROUP has achieved strong growth across multiple beauty categories since its founding.
In the makeup sector, it is the top local company by market share in China. In particular, JOOCYEE has continued to lead the lip products market, with cumulative sales of lip products exceeding 16 million. Its lipstick category ranked first in both sales volume and sales revenue among domestic brands on Taobao.
“We are able to tap into trends at remarkable speed while maintaining exceptional quality, as we have our own in-house R&D team and manufacturing facility. This vertical integration gives us full control over product development — from concept to shelf — allowing for rapid turnaround, consistent quality, and the flexibility to innovate with new textures, formulas, and packaging.
“Our designs go beyond functionality; each piece is crafted with novel textures, versatile colour palettes, and packaging that doubles as collectible art. This is paired with emotional storytelling — blending C-beauty heritage with modern, fashion-forward aesthetics — and creation of products that feel both aspirational and accessible.
“By engaging directly with our community through social media, influencer collaborations, and interactive campaigns, JOOCYEE has built a strong loyalty loop, where consumers feel part of a vibrant, creative movement rather than just a brand,” Beh reiterated.
