In the online-centric C-beauty market, Maogeping stands out as an anomaly. The brand founder, the charismatic Mao Geping, an opera singer-turned-celebrity makeup artist, has always made it a priority to have an offline presence, despite C- beauty ’s reign online.

Last year, the brand, known for its customized beauty lessons reserved for VIP customers and ancient Chinese aesthetics-inspired product design, entered Wuhan SKP , Chengdu SKP and Hangzhou Tower, all of which are top-grossing luxury shopping malls in the country.

Its robust offline retail model, one that focuses on mid- to high-end department store counters, coupled with livestreamed makeup tutorials, helped the brand go public in Hong Kong and achieve stronger profitability — last year, its net profit margin reache

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