H&B Corporation
H&B Corporation is a Guangzhou-based Chinese cosmetics company operating since 2000 and listed on the NEEQ (stock code 830929), marketing ZMC, STREAM, MAKEUP FOR FUN, and PURFRAIS brands across skincare, anti-aging, eye care, and base makeup for young female consumers in China via full-channel retail distribution.
- Company typePublic
- Founded2000
- HeadquartersGuangzhou, China
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What H&B Corporation does
H&B Corporation (广东幸美化妆品股份有限公司, Happiness & Beauty Cosmetics Corporation Canton) is a Guangzhou-based, publicly listed Chinese cosmetics company operating since 2000 and trading on the China New OTC (NEEQ) market under stock code 830929 since 2014. The company markets a multi-brand portfolio led by ZMC (植美村), alongside MAKEUP FOR FUN (嬉妆纪), STREAM (泉润), ASIXO (安尚秀), and the high-end luxury fragrance line PURFRAIS (法蔓), with product categories spanning anti-aging skincare (recombinant collagen and caviar-based lines), eye care, BB creams and base makeup, masks, essences, and sets. Core technical differentiators include the patented 7-hour long-lasting BB cream formulation, the age-differentiated skincare (分龄护肤) concept, and dual-membrane caviar eye mask technology (red membrane for dark circles, gold membrane for wrinkles).
The company generates revenue through direct retail sales of skincare and cosmetics products across a full-channel distribution network in China — including CS stores, KA accounts, department stores, top 100 retailers, new retail formats, a Tmall flagship store, the brand's own website (hbgd.com.cn), and social commerce on Xiaohongshu, Douyin, and WeChat. Pricing spans student-priced entry SKUs (~¥44) to premium caviar and gold nicotinamide lines (~¥399-¥669), with recurring promotional mechanics around 618, 717 Brand Day, 88 Member Day, and 99 Shopping Festival. Marketing is driven by an extensive celebrity endorsement portfolio (domestic figures including Wang Zulan, Huang Shengyi, Guan Xiaotong, He Jiong, Song Yanfei, Jiang Zixin, Faye Wong, plus international names like Lady Gaga for STREAM) and entertainment IP collaborations including Zhang Yimou's film 'Shadow' (2018) and a 2017 New York Fashion Week debut. Operations are supported by two wholly-owned subsidiaries: Guangzhou Tongshengda Cosmetics (e-commerce, est. 2011) and Guangzhou Ailuo Biotechnology (R&D, est. 2016). H&B operates with 251-500 employees and serves primarily young female Chinese consumers (18-35) across mass-market, premium, and student price tiers.
H&B Corporation firmographics
Firmographics- Name
- H&B Corporation
- Legal name
- 广东幸美化妆品股份有限公司
- Website
- https://hbgd.com.cn
- Company type
- Public
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- H&B Corporation is a Guangzhou-based Chinese cosmetics company operating since 2000 and listed on the NEEQ (stock code 830929), marketing ZMC, STREAM, MAKEUP FOR FUN, and PURFRAIS brands across skincare, anti-aging, eye care, and base makeup for young female consumers in China via full-channel retail distribution.
- Ownership category
- akta.pro rank
H&B Corporation industry classification
Industry- Product category
- Cosmetics and Skincare
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Dermocosmetics & Medical-Grade Skincare (CRABAAAF)
- akta.pro secondary industries
- Eye & Lip Skincare (CRABAAAC), Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)
Keywords
Where H&B Corporation is headquartered
LocationHeadquarters
- HQ city
- Guangzhou
- HQ country
- China
- HQ region
- Asia
Offices2 records
Markets served
H&B Corporation business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Personnel, Operations, Technology or R&D
Revenue model
- Skincare Products Sales: Direct retail sales of skincare and cosmetics products through multiple channels including e-commerce platforms (Tmall旗舰店), brand website, and physical retail stores. Products include eye care, serums, BB creams, masks, and套装 (sets/kits).
- Cross-brand Collaboration Products: Limited edition collaboration products with entertainment IPs and cross-brand partnerships (e.g., film collaborations, celebrity-endorsed products) that generate additional revenue streams.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Premium eye care products - Caviar eye mask series |
| Unit Pricing | Pay-as-you-go | Eye cream products - Avocado and anti-aging series |
| Unit Pricing | Pay-as-you-go | Base makeup and skincare sets |
| Unit Pricing | Pay-as-you-go | Serums and essence products |
Go-to-market motion1 record
Distribution channels7 records
Marketing channels7 records
H&B Corporation product offering
Product offeringCore offering
H&B Corporation manufactures and sells cosmetics and skincare products under multiple brands including ZMC (植美村), MAKEUP FOR FUN (嬉妆纪), STREAM (泉润), ASIXO (安尚秀), and PURFRAIS (法萃). The product portfolio spans anti-aging skincare (collagen essences, caviar eye masks), facial cleansers, toners, eye care, face masks, BB creams, foundations, and skincare sets distributed through full-channel retail in China.
Product overview
H&B Corporation is a Chinese cosmetics company with multiple product lines under brands including ZMC (植美村), MAKEUP FOR FUN (嬉妆纪), STREAM (泉润), ASIXO (安尚秀), and PURFRAIS (法蕊). The product portfolio is organized around core skincare categories: anti-aging collagen lines (recombinant collagen anti-aging masks, essences, eye creams), luxury caviar care (red & gold sturgeon caviar eye masks, gold caviar essences), natural plant-based lines (fibronectin soothing care, snow tea brightening, blood orange, rose, avocado products), and makeup/base products (BB creams, foundations, setting powders, eye shadows, eyebrow pencils). The company offers products across categories including essence/serums, facial cleansers, toners, emulsion/creams, eye care, face masks, suits/sets, and base makeup/primer. Key flagship products include the Red & Gold Caviar Eye Mask featuring dual-effect technology and the 7-hour Long-lasting BB Cream which achieved TOP 1 category sales. Distribution channels include CS, KA, department stores, e-commerce, top 100 retailers, new retail, and social commerce.
Differentiator
Problem solved
Functional benefit
Brands
- ZMC 植美村: Primary skincare and cosmetics brand, focusing on basic skincare, makeup, and beauty products. Known for innovations including BB cream, eye care products, and caviar-based skincare. ZMC stands for Zeal, Makeup, Charmer.
- MAKEUP FOR FUN (嬉妆纪)
- STREAM (泉润)
- ASIXO (安尚秀)
- PURFRAIS (法蕊)
Products and services
- ZMC Collagen Anti-aging Water Burst Mask Wash-free sleeping mask with recombinant collagen for anti-aging, firming, and deep hydration.
- ZMC Collagen Sculpting Skincare Set Skincare set with recombinant collagen for firming, hydrating, and reducing fine lines.
- ZMC Collagen Anti-aging Set Anti-aging skincare set with collagen for hydration, soothing, and deep cleansing.
- ZMC Fibronectin Soothing Care 6-piece Set Six-piece set with fibronectin for soothing, moisturizing, and repairing sensitive skin.
- ZMC Snow Tea Brightening Set Brightening set with snow tea extract to improve dull skin and repair skin tone.
- ZMC Collagen Anti-aging Essence Essence with recombinant collagen for anti-aging, hydration, and repair.
- ZMC Fibronectin Soothing Water Mask Face mask with fibronectin for moisturizing, firming, and reducing fine lines.
- ZMC Collagen Anti-aging Eye Cream Eye cream with collagen for firming, moisturizing, and reducing dark circles.
- ZMC Hyaluronic Acid Essence Serum with hyaluronic acid for deep hydration and moisturizing.
- ZMC Avocado Eye Cream Eye cream with avocado extract featuring electric massage head for reducing fine lines and dark circles.
- ZMC Red & Gold Sturgeon Caviar Dual-Effect Eye Mask Dual-effect eye mask with red membrane for dark circles and gold membrane for wrinkles. Contains 75% caviar essence.
- ZMC 7-hour Long-lasting BB Cream Long-lasting BB cream providing 7-hour wear, covering, and moisturizing.
- ZMC Three-layer Light Mist Foundation Three-layer light texture foundation for long-lasting makeup application.
- ZMC Setting Powder Setting powder with soft matte finish for long-lasting makeup.
- ZMC Dual Protection Shield Dual-action protective primer for skin barrier repair and environmental shielding.
- ZMC Gold Caviar Repair Essence Essence with gold and caviar for intensive skin repair and nourishment.
- ZMC Gold Niacinamide Essence Brightening serum with 24K gold and niacinamide for glowing skin.
- ZMC Blood Orange Essence Essence with volcanic blood orange extract rich in VC and anthocyanins for skin revival.
- ZMC Soothing Cleansing Water Gentle micellar water for soothing cleansing without irritation.
- ZMC Rose Bright Cleanser Facial cleanser with rose extract for brightening and cleansing.
- ZMC Amino Acid Exfoliating Mousse Gentle exfoliator with amino acids, non-fruit acid formula that does not damage skin.
- ZMC Saffron Anti-mite Soap Natural soap with saffron for removing mites, clearing acne, and controlling oil.
- ZMC Blemish Serum Targeted serum for addressing skin blemishes and imperfections.
- ZMC Helichrysum Day/Night Eye Cream Dual-function eye cream with helichrysum for day and night repair.
- ZMC BB Gift Box BB cream gift set for skin beautification and coverage.
- ZMC Firming Face Set Firming facial skincare set for shaping and tightening.
- ZMC Soothing Cleansing Wipes Gentle cleansing wipes for makeup removal and skin soothing.
- ZMC After-sun Gel Cooling gel for after-sun skin repair and hydration.
- ZMC (植美村) - Main Brand Primary skincare and cosmetics brand of H&B Corporation, featuring collagen anti-aging, caviar luxury care, and natural plant-based product lines.
- MAKEUP FOR FUN (嬉妆纪) Sub-brand under H&B Corporation, includes new national style air cushion CC products.
- STREAM (泉润) Skincare sub-brand established in 2004, targeting different market segment.
- ASIXO (安尚秀) One of H&B Corporation's brand portfolio for skincare products.
- PURFRAIS (法萃) High-end luxury fragrance brand with French certification, featuring goddess scepter series launched in 2017.
Quantifiable outcome
- 67% collagen production promotion in caviar eye mask products
- +4 more outcomes
Companies that use H&B Corporation
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
H&B Corporation technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
H&B Corporation partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered flagship, minor and core.
- 张艺谋 (Zhang Yimou)flagshipFilm IP collaboration with director Zhang Yimou's annual blockbuster 'Shadow' (影). ZMC launched co-branded products and participated in film premiere events, leveraging the prestige of internationally-recognized Chinese director for brand positioning.
- 真功夫 (Kung Fu)minorCross-brand collaboration with Kung Fu restaurant chain, offering joint promotional activities and bundled products with meal purchases.
- 茵宝 (Umbro)minorSports brand collaboration bringing '颜值大餐' (beauty feast) cross-promotions with sports fashion brand Umbro.
- Lady GagacoreInternational superstar signed as new spokesperson for STREAM (泉润) brand, representing internationalization and global brand expansion strategy.
- 宋妍霏 (Song Yanfei)minorPopular actress signed as new image ambassador for ZMC brand, creating content for social media and promotional activities.
- 纽约时装周 (New York Fashion Week)flagshipZMC brand debuted at New York Fashion Week as first Chinese cosmetics brand, marking significant international presence and global brand positioning.
- 王祖蓝 (Wang Zulan)corePopular Hong Kong actor invited as guest for ZMC new product launches. Wang Zulan appears at brand events and creates promotional content featuring ZMC products, leveraging his entertainment influence for marketing reach.
- 关晓彤 (Guan Xiaotong)coreNational popular actress signed as brand image ambassador to represent younger brand strategy targeting Gen-Z consumers.
Scale indicators7 records
Recent moves9 records
Expansion highlights5 records
H&B Corporation competitors and assessment
Company assessmentDirect peers
- Proya Cosmetics: Proya is one of China's leading mass-market skincare brands, listed on the Shanghai mainboard, with a similar target consumer (young Chinese women) and product portfolio (anti-aging, serums, BB creams, masks). It competes directly with ZMC in the Tmall/Douyin channels and represents the kind of scale competitor H&B benchmarks against.
- Pechoin (百雀羚): Pechoin is one of China's heritage skincare brands with a 90+ year history, focused on natural/herbal ingredients and anti-aging. It competes with ZMC in the mass-market Chinese skincare segment via similar Tmall, KA, and CS distribution channels.
- Botanee (贝泰妮 / Winona): Botanee is a leading Chinese dermocosmetic skincare company built around its Winona brand, focusing on sensitive skin and barrier repair. It directly overlaps with H&B's ZMC Fibronectin Soothing line and represents a comparable biotech-positioned Chinese skincare peer.
- Inoherb (相宜本草): Inoherb is a Chinese skincare brand built around Traditional Chinese Medicine (TCM) and herbal ingredients, targeting similar young female consumers with anti-aging and brightening products. It is a directly comparable mass-market C-beauty peer.
- Marubi (丸美): Marubi is a Chinese skincare brand specializing in eye care and anti-aging products, directly overlapping with ZMC's flagship caviar eye mask and collagen product lines. Listed on the Shanghai mainboard, it represents a directly comparable peer in category and channel.
- Yunifang (御泥坊): Yunifang is a Chinese skincare brand specializing in facial masks and natural-ingredient products, competing with H&B's ZMC mask lines. Originally e-commerce native (similar to H&B's Tmall focus), it represents a comparable online-first Chinese skincare peer.
Broad incumbents
- Estée Lauder Companies: Estée Lauder is a global premium beauty conglomerate competing in skincare, makeup, and fragrance. While at a much higher price tier, it competes with H&B's PURFRAIS luxury fragrance line and increasingly with ZMC in the China prestige skincare segment.
- L'Oréal China: L'Oréal is the world's largest beauty company and a dominant player in China's mass and prestige skincare markets through brands like L'Oréal Paris, Lancôme, and Garnier. It competes with H&B across virtually every category and channel in China.
- Shanghai Jahwa (上海家化): Shanghai Jahwa is one of China's largest personal care conglomerates (owning Herborist, Maxam, etc.), listed on the Shanghai mainboard. While much larger and more diversified, it operates in the same Chinese consumer skincare and cosmetics space and competes for the same retail shelf and consumer mindshare.
Emerging players
- Pei Kang Bio / Bloomage Biotech (华熙生物): Bloomage Biotech is a leading Chinese hyaluronic acid and biotech ingredients company that has built consumer brands (BM Muscle Activation, BM Calm, Quadi) using its proprietary biotech platform. It represents the biotech-led skincare model that H&B is attempting to emulate with its recombinant collagen technology.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
H&B Corporation financial estimates
Financial estimateRevenue estimate
Valuation estimate
H&B Corporation leadership team
Management profileNumber of profiles
Profiles4 records
H&B Corporation subsidiaries and ownership
Company hierarchySubsidiaries2 records
H&B Corporation funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
H&B Corporation M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about H&B Corporation
What does H&B Corporation do?
H&B Corporation manufactures and sells cosmetics and skincare products under multiple brands including ZMC (植美村), MAKEUP FOR FUN (嬉妆纪), STREAM (泉润), ASIXO (安尚秀), and PURFRAIS (法萃). The product portfolio spans anti-aging skincare (collagen essences, caviar eye masks), facial cleansers, toners, eye care, face masks, BB creams, foundations, and skincare sets distributed through full-channel retail in China.
Is H&B Corporation a public or private company?
H&B Corporation is a public company. It is classified as public and is currently operating.
When was H&B Corporation founded?
H&B Corporation was founded in 2000. It employs 251 to 500 people.
Where is H&B Corporation based?
H&B Corporation is headquartered in Guangzhou, China, in the Asia region.
How does H&B Corporation make money?
Two revenue lines are on record. Skincare Products Sales are the primary driver. The others are cross-brand Collaboration Products.
Who are H&B Corporation's main competitors?
Direct peers on record are Proya Cosmetics, Pechoin (百雀羚), Botanee (贝泰妮 / Winona), Inoherb (相宜本草), Marubi (丸美) and Yunifang (御泥坊). Broad incumbents are Estée Lauder Companies, L'Oréal China and Shanghai Jahwa (上海家化). Pei Kang Bio / Bloomage Biotech (华熙生物) is listed as an emerging player.
Does H&B Corporation have an API?
No public API is recorded for H&B Corporation.
What industry is H&B Corporation in?
H&B Corporation's product category is Cosmetics and Skincare. Its primary akta.pro industry code is CRABAAAF, Dermocosmetics & Medical-Grade Skincare, with a secondary code of CRABAAAC, Eye & Lip Skincare. Its NAICS code is 456120 and its SIC code is 2844.