Key Takeaways:
Judydoll differentiates via a dual-track strategy: fast launches alongside iterative hero SKUs.Standalone Southeast Asia stores signal Judydoll’s brand elevation and long-term overseas commitment.Judydoll invests in localization and sub-brands to evolve from traffic-driven to a companion brand.
Viral content, quick launches, and a playful, cool-girl image. That’s the strategy that has propelled Judydoll, and many of its “fast beauty” Chinese peers, to global recognition.
Yet a closer look at the color cosmetics brand reveals a more differentiated gameplay—one driven by strong hero SKUs, tactical retail expansion, and lifestyle-driven diversification rather than mere marketing hype.
It’s an approach that has translated into strong growth. In 2024, Judydoll surpassed RMB 2.5 billion ($354 million) in annual retail sales, making it China’s top makeup brand in sales volume. In 2025, it maintained that momentum, with growth exceeding 20% year over year (YoY).
Notably, in the latter half of 2025, the brand hit several milestones, including opening its 100th boutique in China and first international store in Singapore in October. In November, Judydoll opened shop-in-shops (SIS) in two of Indonesia’s biggest cities, and in December, it became the first Chinese makeup brand to enter FamilyMart convenience stores, launching in 12,000 locations across Japan.
While its early rise mirrors that of other C-beauty players, like Perfect Diary, Judydoll is carving its own path—and navigating its own challenges—as it tests whether its fast-beauty model can turn into long-term relevance.
Content as a Starting Point
Founded in 2017 by Joy Group (Shanghai Juyi Cosmetics Co., Ltd.), Judydoll enjoyed a quick rise. Guided by its motto “makeup simplified, fun amplified,” the C-beauty label won over fans with its affordable prices, youthful collaborations, and trend-led products—many of which are used to achieve China’s signature Douyin makeup look, characterized by flushed cheeks, defined lashes, and gradient lips.
Behind this ascent is the brand’s digital-first strategy. While Key Opinion Leader (KOL) and Key Opinion Consumer (KOC) seeding is standard industry practice, Joy Group has pushed the model to scale: the parent company reports that Judydoll has 20 million global followers on social media, while brands across its portfolio (including Joocyee, René Furterer, and Foltène) have been endorsed by more than 30,000 KOLs altogether, generating 60 million unpaid monthly views as of December 2025.
According to Julie Liu, head of global marketing at Judydoll, content is not just a short-term traffic driver but the starting point of a long-term brand relationship.
“While viral moments generated through KOLs and localized campaigns help spark discovery, content creation is also a core in-house capability. In 2025 alone, Judydoll produced over 60,000 pieces of original content, developed based on our own understanding of consumer needs, behaviors, and everyday beauty scenarios,” Liu told BeautyMatter.
Liu emphasized that lasting growth comes from what follows content: product excellence, clear brand values, and ongoing engagement. Central to Judydoll’s strategy are hero products with clear functional benefits, which are continually refined to ensure they remain relevant and trusted over time.
A Dual-Track Strategy: Trendy Drops + Timeless Icons
When it comes to product development, Judydoll follows what Linda Yu, General Manager of Red Ant Asia, calls a “fast beauty 2.0” or “agile-classic dual-track” approach. In addition to responding quickly to trends (launching 400 SKUs in 2025 alone), the brand also continually innovates around its hero products, diverging from the typical fast beauty model.
“This is no longer a simple product update but a systematic effort to build brand icons,” Yu told BeautyMatter. “A hero product that withstands market and time tests serves as the most powerful proof of a brand’s strength.”
One such product, the brand’s 3D Curling Iron Mascara, features an angled precision steel applicator rather than a traditional spoolie wand to better grip short lashes. The fourth iteration, released in July 2025, features an upgraded dual-sided brush and an essence-infused formula that claims to improve lash resilience. Since its debut in 2021, over 11 million units have been sold.
“The continuous iteration of Judydoll’s pillar products reflects the brand’s ongoing product improvements based on real consumer feedback, which is crucial for increasing customer loyalty that helps to build a long-term brand strategy,” noted Sophia Dumenil, co-founder of The Chinese Pulse, a Paris-based marketing consulting agency. “With a solid sales base built on pillar products, Judydoll can be bolder in its creative designs for trendy items, and even if the product collection quickly becomes outdated, it won’t affect the brand’s sales.”
Betting on Physical Retail
With its content strategy firing and product pillars in place, Judydoll soon set its sights on new markets, particularly Southeast Asia. The digitally native brand began on e-commerce platforms like Shopee in 2021 before moving into multibrand retail in 2024, now counting over 1,000 retail outlets under prominent channels like Guardian and Watsons across the region.
But rather than stopping there, Judydoll took a bigger, and costlier, leap by investing in standalone physical retail. In October 2025, it opened a boutique in Singapore’s high-traffic Bugis+ shopping mall, followed by a second door at Wisma Atria a few weeks later.
“Through spatial design, product displays, and interactive trials—especially for color cosmetics—Judydoll can fully convey its ‘playful color’ brand personality and establish deep emotional connections, which is something online pages simply cannot match,” Yu said. “Opening stores in high-end shopping malls signals a brand upgrade, elevating Judydoll from an ‘online mass-market brand’ to a ‘premium international beauty brand,’ thereby enhancing consumers’ sense of trust and perceived value.”
That trust is reinforced by in-person guidance. “Since overseas beauty shoppers have diverse skin tones, skin conditions, and color preferences, store beauty assistants can provide personalized product and color recommendations, reducing the trial-and-error costs associated with online shopping,” Dumenil said.
To support this localized experience, Judydoll also established a dedicated overseas product team. In 2025, it launched 13 overseas-exclusive series of products covering 87 SKUs, with plans for another 110 SKUs in 2026.
“Judydoll was among the first Chinese color cosmetics brands to proactively develop deeper shade ranges for overseas markets, with products such as our sunscreen cushion and powder receiving positive feedback from Southeast Asian consumers for their suitability to local skin tones,” Liu said.
