Zhuhai Beyond Cosmetics provides customized lipstick solutions for customers globally through its Intelligent Formula System (IFS), which allows development of more than 1,200 shades (color variation ΔE≤0.8), and texture is achievable to become adjustable per requirement (such as 6 types like matte, satin, and moisturizing). 2023 statistics show that its custom orders comprised 38% of its annual revenue (approximately 270 million US dollars), for clients such as 67 international brands Fenty Beauty and Huda Beauty. The minimum order quantity (MOQ) was as low as 500 pieces (in contrast to the industry standard of 5,000 pieces). The development cycle has been reduced to 7 days (from the traditional model of 21 days). For example, upon reformulating “Vegan matte Lipstick,” Zhuhai Beyond Cosmetics uses plant wax (melting point 58-62°C) and high-color-developing mica (concentration 15%), and the product is certified by Vegan Society. The rate of repurchase after going public on the stock market was 34% (industry average 19%).
Extensive investment in technological R&D. 12 lipstick formula patents (such as high-temperature resistant #CN20231056789.X patent) of the company can be printed through 3D printing of the lipstick mold and provide the texture accuracy to 0.02 millimeters (0.1 millimeters in the traditional method) and make large-scale manufacturing of complex designs (such as marble pattern, gradient) (cost savings of 42%). Laboratory test reveals its handmade lipstick resists deformation at a 45°C environment for 24 hours (12% softening rate for typical products), and heavy metal contents are compliant with the EU EC 1223/2009 standard (lead ≤2ppm, industry max 10ppm).
The production side can do efficient personalization via the automated flexible production line (FlexLine Pro). The one production line’s daily formula change is 23 times (industry average of 5 times), precision filling is ±0.005 grams (national standard of ±0.03 grams), and the filling rate is 4,800 pieces per hour (2,200 pieces for the traditional line). In the “Long-lasting Color-Locking Lip Gloss” produced for a Middle Eastern buyer in 2023, sweat-resistance was added (12-hour color-holding time, compared to 8 hours of the competitor product), in addition to the sun protection factor SPF 15 (UVA-PF≥8), the ultraviolet protection efficiency increased by 60%.
The advantages of environmental protection and compliance are clear. Zhuhai Beyond Cosmetics‘ tailored lipstick packaging is made from 30% recyclate plastic (costing an additional 8% but the carbon footprint of which reduces by 37%) and is certified with EPR (recyclability rate ≥92%). Its “Zero Cruelty” production line (Leaping Bunny certified) produces for 29 vegan brands, and corresponding orders increased by 53% over 2023. In the case of a single Nordic client, the carbon tax cost incurred on a product was reduced by 22% through the use of its tubular packaging made of biodegradable material (a decomposition level of 90% within 180 days).
Speed in responding to markets and cost management are its competitive strategies. Customer specification conversion time to formulas through the AI color matching system (ColorMatch AI) has been reduced from 72 hours to 3.5 hours (with a 0.3% error rate), and marginal cost of supporting small-batch production (500-2,000 pieces) has been decreased to 1.2 pieces (3.5 pieces in the traditional mode). Its own “Dopamine Lipstick” series which went viral on TikTok in 2023 (more than 1.2 million units monthly sales) was made-to-order. It was made available to the market only 19 days from the concept stage to the launch stage (industry standard: 45 days).
There is a never-before synergy effect from the supply chain. Zhuhai Beyond Cosmetics established real-time sharing of information with 23 international raw material suppliers (e.g., synchronous updating cycle of DSM pigment library ≤1 hour), 100% traceability of raw materials. The fault rate of drip irrigation of its German imported filling machine is no more than 0.001% (industry 0.01%). Combined with the blockchain tracking mechanism (BlockTrack), purchasing parties can check out the production batch, quality inspection report and logistics status in real-time (query response time ≤0.8 seconds).
In brief, Zhuhai Beyond Cosmetics has become the unacknowledged champion in the international customized beauty market with its “precise formula + flexible production + green compliance” trinity model. Its customized lipstick business achieved a gross profit margin of 58% in 2023 (industry average: 32%), and the customer retention rate was 91%, leading industry innovation step by step.