Mageline

Name

Mageline

Legal name

Hubei Mageline Biology Tech Co., Ltd.

Website

https://mageline.cn

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

Mageline is a privately-held Chinese beauty and personal care brand that develops, manufactures, and sells skincare, makeup, hair care, body care, beauty drinks, men's grooming products, and beauty instruments through its own e-commerce platform, 89+ retail counters and stores across China, and an authorized distributor network.

Ownership category

akta.pro rank

Product category

Beauty and Skincare (Cosmetics)

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Professional Skincare & Facial Treatments (CRABALAF)

akta.pro secondary industries

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE), Beauty Accessories (Puffs, Shields, Mixing Tools, Sharpeners) (CRABAKAL)

Keywords

• Skincare products
• Beauty cosmetics
• Makeup products
• Hair care products
• Beauty instruments

Headquarters

HQ city

Wuhan

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: Mageline generates revenue through direct sales of skincare, makeup, hair care, body care, beauty drinks, and beauty instruments to consumers via their official e-commerce platform and physical retail stores across China. The company offers products at various price points from budget to premium segments.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Mageline manufactures and sells its own branded beauty and personal care products including skincare (lotions, creams, essences, serums, masks, eye care, sunblock, acne and blackhead treatments), makeup (foundations, cushions, eye, lip, brow products, makeup tools), hair care (shampoos, conditioners, scalp serums, hair masks, oils), body care (shower gels, body lotions, hand creams, hair removal), men's grooming, beauty instruments (sonic cleansers, blackhead vacuum, multifunctional devices), beauty drinks (collagen), perfumes, and home fragrance. The company's signature offering is the "Three Steps For Face Without Makeup" skincare system combining balance lotion, youth essence concentrate, and Noble Lady Cream. Products are sold directly to consumers via the official e-commerce mall, flagship retail stores, department store counters, and authorized distributors across China.

Product overview

Mageline is a Chinese beauty and skincare brand offering a comprehensive product portfolio across multiple categories. The core product line is the 'Three Steps For Face Without Makeup' system, which includes the Yeast Essence Balance Lotion, The Youth Essence Intense Concentrate, and Noble Lady Cream. The company provides extensive skincare products organized into series such as the Star Series (featuring Three Steps trilogy, Sandwich Mask, Biomass Graphene products, and Brightening Crystal Clear series), skincare categories covering facial care, cleansing, eye care, sunblock, exfoliating, blackhead removal, and acne solutions, hair care lines including Oil Control Anti-Dandruff, Strengthening Revitalizing, and Nourishing Repairing series, makeup products including foundation, cushion, mascara, eyeshadow, blush, lip products, and makeup tools, body care with shower gel, body lotion, and hand cream, men's grooming products, beauty instruments such as multifunctional devices and cleansing tools, fragrance including home scents and perfumes, beauty drinks featuring collagen supplements, and gift sets for various occasions.

Differentiator

Problem solved

Functional benefit

Products and services

• Three Steps For Face Without Makeup Skincare System Mageline's signature three-step skincare system designed to achieve natural flawless skin without makeup, combining yeast essence balance lotion, The Youth Essence Intense Concentrate, and Noble Lady Cream. Targeted at women seeking comprehensive anti-aging, brightening, and firming results.
• Facial Care and Cleansing Products Skincare lineup including lotions, creams, essences, cleansers, toners, acne treatments, blackhead removers, and sunblock products addressing hydration, anti-aging, brightening, oil control, and skin barrier strengthening across skin types including mature, dry, oily, combination, fragile, dull, and acne-prone skin.
• Facial Mask Products Comprehensive facial mask range including Biomass Graphene Mask Series, Sandwich Mask, Firming Smoothing Micro Eye Mask, Deep Brightening Micro Mask, Black Tea & Lavender Facial Mask, Soothing and Rejuvenating Mask, Brown Sugar Revitalizing Cleansing Mask, and Brightening Crystal Clear series. Targets hydration, brightening, soothing, and skin renewal.
• Makeup Products and Tools
• Hair Care Product Lines Three dedicated hair care series: Oil Control Anti-Dandruff (shampoo and scalp serum), Strengthening Revitalizing (shampoo, conditioner, scalp serum), and Nourishing Repairing (shampoo, conditioner, hair mask, hair oil). Addresses scalp health, dandruff, oily scalp, hair damage repair, and hair strengthening from root to tip.
• Men's Grooming Line Dedicated men's skincare range including Strong Multi-Effect Cleanser (deep cleansing and blackhead removal), Strong Multi-Effect Toner (hydrating and cool), and Strong Multi-Effect Essence (firming and energizing). Formulated specifically for male skin concerns including oil control and deep cleansing.
• Body Care Products Body care range including Cherry Blossom Fragrance Shower Gel and Body Lotion, Soft&Tender Hand Cream, Gentle Care Hair Removal Cream, and Moisturizing Tone Up Body Lotion. Addresses body moisturizing, fragrance, hand care, hair removal, and skin brightening for full body care.
• Beauty Instruments and Devices Electronic beauty devices including Multifunctional Spectrum Beauty Device (6D pro-grade light therapy), Multifunctional Beauty Instrument (firms and rejuvenates skin), Ultra Sculpting Dumbbell (muscle-level anti-aging), Sonic Wave Gentle Cleanser (two-minute deep cleansing), Blackhead Vacuum Remover, and Firming Beauty Gel. Ranges from ¥1,980 to ¥5,980.
• Beauty Drinks Collagen-based beauty drinks including Collagen Peptide Drink (15,000mg collagen tripeptide for enhanced synergy and absorption) and Collagen Drink (50mlx10 format) for beauty from within.
• Perfumes Eau de Parfum range including Nude In Love (For Her and For Him variants) and Brilliant Faith fragrance for personal fragrance use.
• Home Fragrance Products Home fragrance collection including scented candles and reed diffusers in Ocean Breeze scent for ambient home scenting.
• Limited Edition Gift Sets Premium gift box collections including Three Steps For Face Without Makeup New Year Limited Gift Box, Blooming Gift Box Limited Edition, Classic Three Steps Blossoms Limited, Timeless Three Steps Blossoms Limited, and Three Steps For Face Without Makeup Cost-Effective Kit. Priced from ¥2,800 to ¥3,160.

Quantifiable outcome

• 8X radiance and 5X firmness improvement with Timeless Three Steps visible in 7 days
• +4 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Proya Cosmetics (珀莱雅): Proya is a leading publicly listed Chinese skincare and beauty brand with mass-premium positioning across skincare, makeup, and color cosmetics, sold through similar retail and DTC channels in China. It is the closest comparable to Mageline in scale, channel mix, and target consumer.
• Botanee (贝泰妮) - Winona/薇诺娜: Botanee is the publicly listed parent of Winona, a Chinese dermatological skincare brand competing in the same facial skincare category as Mageline with similar department store and DTC distribution. Comparable on product positioning, target consumer, and channel strategy.
• Kans (韩束) - Shanghai JALA Group: Kans is a Chinese mass-market skincare and beauty brand owned by Shanghai JALA Group, with broad skincare, mask, and personal care offerings sold through similar department store counters, retail stores, and e-commerce channels in China. Highly comparable on portfolio breadth and customer segment.
• Inoherb (相宜本草): Inoherb is a Chinese herbal-based skincare brand with similar mass-to-mid-tier price positioning, traditional Chinese beauty positioning, and department store plus pharmacy-channel distribution in China. Comparable on category focus, ingredient narrative, and consumer target.

Emerging players

• Florasis (花西子): Florasis is a fast-growing Chinese beauty brand focused on color cosmetics and skincare with a strong DTC and livestream-commerce model. Comparable on Chinese domestic market focus and modern beauty consumer targeting, though leans more on makeup than skincare.

Broad incumbents

• L'Oréal China: L'Oréal operates Lancôme, L'Oréal Paris, Kiehl's, and Maybelline across China with extensive physical retail, Tmall flagship stores, and Sephora partnerships. It is the dominant mass-to-premium beauty incumbent competing for the same Chinese consumer wallet across every category Mageline serves.
• Estée Lauder Companies China: Estée Lauder operates Estée Lauder, Clinique, Bobbi Brown, La Mer, and Tom Ford Beauty in China with strong department store counter presence and Tmall presence. Directly competes with Mageline in the skincare and makeup premium tiers, particularly in anti-aging and prestige skincare.
• Procter & Gamble China (Olay, SK-II): P&G Beauty operates Olay (mass skincare) and SK-II (premium skincare) in China through department store counters, supermarkets, and major e-commerce platforms. Overlaps with Mageline's anti-aging skincare positioning at both the mass and premium tiers.
• Shiseido China: Shiseido operates Shiseido, Cle de Peau, NARS, and IPSA across China via department store counters and digital channels. Directly competes with Mageline's premium skincare and color cosmetics lines, particularly in anti-aging and prestige beauty.

Regional players

• Amorepacific China: Amorepacific is the Korean beauty conglomerate behind Sulwhasoo, Laneige, Innisfree, and Etude, with strong department store and DTC presence in China. Competes in similar skincare and makeup categories, primarily serving the Chinese market from a Korean parent base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/magelineofficial

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mageline