Yatsen, the parent company of China’s most popular cosmetics brand Perfect Diary, has launched a new brand Pink Bear 皮可熊. The brand opened a flagship store on Tmall on February 20 and it will be officially launched to the public on March 16.
According to the technology service platform Tianyancha APP, Pink Bear’s operating entity is Guangzhou Yixun Cosmetics Co. which was established in October 2020 with Yatsen as its only shareholder. Since February, it has applied to trademark the names: Pikexiong, PINK BEAR and B PINK BEAR.
Compared to Yatsen’s other cosmetics brands, Pink Bear appears to be catering to a younger audience. The brand’s product packaging contains the cartoon image of a little bear, a brand image that would appeal to younger consumers. In addition, Pink Bear’s products are cheaper than its other brands. Among the three products that have been launched on the Pink Bear Tmall flagship store, lip glaze and lip mud are priced at 59 RMB ($9), and a beauty blender is priced at 15 RMB ($2).
Yatsen has had a rapid rise, becoming the first Chinese beauty company to list on the New York Stock Exchange last November. It was founded in 2016 with Perfect Diary as its first beauty brand. At the beginning of 2020, Yatsen acquired the cosmetics brand Little Ondine, and in June it officially launched skincare brand Abby’s Choice. In preparation for its IPO, Yatsen acquired French beauty brand Galénic in October. Earlier this month, it acquired London-based skincare brand Eve Lom.