CHICMAX’s Ambitions Swell as Its Brand Portfolio Grows

CHICMAX has kicked off the local beauty earnings season with a bang, posting strong financial results that have firmly secured its place as China’s second-largest domestic beauty group.

In 2024, the company’s revenue grew by over 60% year-on-year to nearly RMB 6.8 billion. If this growth continues, founder and CEO Lyu Yixiong’s bold RMB 10 billion target for 2025 might soon become a reality.

Among China’s beauty giants, CHICMAX has always played the role of the ambitious disruptor. Lyu has described the company’s strategy as full-spectrum, aiming to cover all categories and price points, while applying long-term thinking to test, refine, and eliminate underperformers—mirroring the strategic playbooks of global beauty titans.

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