Joocyee
Joocyee is a privately held, Shenzhen-based beauty brand selling a fashion-inspired makeup and makeup-skincare hybrid product line directly to global consumers through its own Shopify e-commerce site, targeting modern career women and general beauty shoppers with lip, face, and eye cosmetics, themed limited edition collections, gift sets, and a points-based loyalty program.
- Company typePrivate
- Founded-
- HeadquartersShenzhen, China
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Joocyee does
Joocyee is a privately held, Shenzhen-based beauty brand that sells a fashion-inspired makeup and makeup-skincare hybrid product line directly to consumers through its own Shopify e-commerce storefront at joocyee.com. The catalog spans lip products (Velvet Rouge, Glossy Rouge 2.0, PDRN Essence Repair Lip Balm), face makeup (AURA Glazed Blush & Highlighter, Velvet Cream Blush, Gelato Cloud Multi-Purpose Cream, Full Coverage Pressed Powder), eye makeup (Jelly Eyeshadow Stick, Lookbook Multi Palette, Smooth Liquid Eyeliner), accessories, gift sets, and gift cards. The brand's stated technological differentiator is hybrid cosmetic-skincare formulation, including proprietary cream-to-powder texture technology and lightweight, non-smudging velvet finishes, alongside active-ingredient entries such as the PDRN-based lip balm.
The business is built on a direct-to-consumer model with no disclosed brick-and-mortar retail, no wholesale or enterprise channel, and no public revenue. Individual items are priced $14.90–$29.90 with gift sets ranging $59.90–$199.90; bundle promotions (Buy 3 Get 1 Free, Buy 5 Get 2 Free, Buy 7 Get 3 Free) and free shipping over $59 are used to drive average order value. The company targets modern career women and a broader general consumer segment seeking trendy, affordable cosmetics with skincare benefits, and is recognized in Vogue, FEMALE, The Straits Times, and the Hurun China Beauty Pioneering Brands 2024 list. Marketing is executed through organic social on Instagram, Facebook, TikTok, and YouTube, an email/SMS newsletter, an affiliate program, and the JOOCYEE Club loyalty program (1 point per $1 spent, tiered redemption, birthday and referral rewards). There are no disclosed funding rounds, no institutional investors, no parent company, and no management team information available.
Joocyee firmographics
Firmographics- Name
- Joocyee
- Website
- https://joocyeebeauty.com
- Company type
- Private
- Operating status
- Operating
- Short description
- Joocyee is a privately held, Shenzhen-based beauty brand selling a fashion-inspired makeup and makeup-skincare hybrid product line directly to global consumers through its own Shopify e-commerce site, targeting modern career women and general beauty shoppers with lip, face, and eye cosmetics, themed limited edition collections, gift sets, and a points-based loyalty program.
- Ownership category
- akta.pro rank
Joocyee industry classification
Industry- Product category
- Color Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC)
- akta.pro secondary industries
- Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA), Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer) (CRABACAB), Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF), Makeup Brushes & Brush Sets (CRABAKAA), Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE)
Keywords
Where Joocyee is headquartered
LocationHeadquarters
- HQ city
- Shenzhen
- HQ country
- China
- HQ region
- Asia
Markets served
Joocyee business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Direct Product Sales: One-time purchase model for cosmetic and skincare products sold directly to consumers through the company's e-commerce platform. Products include lip makeup, face makeup, eye makeup, and accessories with various price points ranging from $14.90 to $199.90.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual products ranging from $14.90 to $24.90 |
| Unit Pricing | Pay-as-you-go | Gift sets ranging from $59.90 to $199.90 |
| Other | Pay-as-you-go | Volume discount promotions |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels8 records
Joocyee product offering
Product offeringCore offering
Joocyee manufactures and sells a fashion-inspired color cosmetics line under the JOOCYEE® trademark directly to consumers through its own e-commerce website. The product portfolio includes lip makeup (lipsticks, gloss, cream, balm, oil, liner), face makeup (blush, highlighter, contour, powder, foundation, concealer), eye makeup (eyeshadow, eyebrow, eyeliner, mascara), beauty accessories (brushes, bags, eyelash curler, hair scrunchies), and themed limited edition gift sets, all positioned as a makeup-skincare hybrid brand.
Product overview
Joocyee is a fashion-inspired makeup-skincare hybrid beauty brand offering a diverse portfolio of makeup products and limited edition collections. The core product line spans three main categories: Lip (including Velvet Rouge, Glossy Rouge, lip balms, and lip liners), Face Makeup (blush, highlighter, contour, setting powder, foundation, concealer), and Eye Makeup (eyeshadow, eyebrow, eyeliner, mascara). The brand differentiates through seasonal limited edition collections such as Summer Fizz, COTD Coffee, Spring Flow, AURA, Tipsy Night, Happy Me Day, Be A KIDULT, Heart of Oysters, Blue Hour, and New Smoky, each featuring coordinated color stories and themed packaging. Joocyee also offers accessories including makeup brushes, bags, eyelash curlers, and hair scrunchies, as well as gift sets and gift cards. The products are sold through a direct-to-consumer e-commerce platform with a loyalty program (JOOCYEE's Club) for customer retention.
Differentiator
Problem solved
Functional benefit
Products and services
- Lightweight Non-Smudging Velvet Rouge A lightweight velvet-textured lipstick that provides non-smudging, long-lasting color for lips; positioned for daily wear by modern women.
- Long-Lasting Glossy Rouge 2.0 An updated glossy rouge lipstick with improved long-lasting formula and high-shine finish for lips.
- AURA Glazed Blush & Highlighter A dual-purpose face product combining blush and highlighter in a glazed formula for a luminous glow.
- Jelly Eyeshadow Stick A jelly-textured stick eyeshadow for easy application and blendable eye color looks.
- Lookbook Multi Palette A multi-shade eyeshadow palette featuring coordinated color stories for various makeup looks.
- Gelato Cloud Multi-Purpose Cream A versatile cream product designed for multi-purpose use on face, offering a soft cloud-like finish.
- Full Coverage Longwear Pressed Powder A full-coverage pressed powder formula designed for long-wear makeup finish.
- Smooth Liquid Eyeliner A liquid eyeliner designed for smooth application and precise eye looks.
- Velvet Cream Blush A cream-to-powder textured blush that provides a velvety finish for cheeks.
- PDRN Essence Repair Lip Balm A lip balm infused with PDRN (Polydeoxyribonucleotide) essence for repair and nourishment of lips.
- Joocyee Gift Card A prepaid gift card allowing recipients to choose their preferred Joocyee products.
- Eyelash Curler A tool for curling eyelashes to enhance eye appearance.
- Makeup Brushes Brushes for applying makeup products.
- Makeup Bags Storage and travel bags for organizing makeup products.
- Leather Hair Scrunchie A hair accessory scrunchie with leather finish.
- Summer Fizz Gift Set A curated gift set featuring products from the Summer Fizz limited collection.
- COTD Coffee Limited Gift Set A limited edition gift set inspired by the COTD Coffee collection theme.
- Spring Flow Gift Set A gift set featuring products from the Spring Flow collection with floral-inspired aesthetics.
- Fall in Brown Gift Set A gift set featuring warm brown-toned makeup products for autumn looks.
- JOOCYEE's Club Loyalty Program A customer loyalty program where members earn points for purchases, social media engagement, and referrals that can be redeemed for discounts ($5 off at 100 points, $10 off at 200 points, $20 off at 400 points), plus birthday rewards and referral incentives (Give $20 Get $20).
Companies that use Joocyee
Customer profileSegments2 records
Ideal customer profiles2 records
Joocyee technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Joocyee partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights5 records
Joocyee competitors and assessment
Company assessmentDirect peers
- Colorkey: Chinese makeup brand specializing in lip and face products with affordable price points; comparable in target demographic, price tier, and digital-first channel mix.
- Into You: Chinese beauty brand with strong lipstick/lip product franchise and online-first distribution, comparable in lip-led product strategy and social commerce channel mix.
- Perfect Diary (Yatsen Holding): China-born direct-to-consumer color cosmetics brand with similar fashion-led positioning, Gen-Z/millennial targeting, and lip/face/eye SKU breadth. Most directly comparable Chinese beauty peer at scale.
- Judydoll (橘朵): Chinese color cosmetics brand focused on affordable, trendy makeup with a similar product mix (lip, eye, face) and youth-oriented positioning in the same domestic market.
- Florasis (花西子): Chinese color cosmetics brand emphasizing culturally-inspired product storytelling and themed limited editions — directly comparable in drop-based, narrative-driven D2C model targeting modern Chinese women.
- ZEESEA (滋色): Chinese color cosmetics brand with international DTC presence and themed product collections, closely comparable in go-to-market approach and SKU strategy.
- Little Ondine (小奥汀): Chinese D2C color cosmetics brand with similar premium-affordable pricing, Instagram/TikTok-driven marketing, and limited-edition collection strategy.
Broad incumbents
- Shiseido: Global beauty incumbent with Asia heritage and significant color cosmetics/fragrance portfolio; competes for premium shelf space and brand attention in the same target markets.
- L'Oréal: Global beauty conglomerate with overlapping color cosmetics portfolio (Maybelline, NYX, L'Oréal Paris) competing for the same mass-prestige consumer; sets the bar on distribution and R&D scale.
Emerging players
- Cute Cosmetics: DTC color cosmetics brand with similar trend-forward, themed product positioning; comparable at smaller scale in category and customer demographic.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat2 records
Key risks5 records
Key highlights6 records
Customer concentration
Joocyee social profiles
Digital presenceJoocyee financial estimates
Financial estimateRevenue estimate
Valuation estimate
Joocyee leadership team
Management profileNumber of profiles
Joocyee funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Joocyee 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 Joocyee
What does Joocyee do?
Joocyee manufactures and sells a fashion-inspired color cosmetics line under the JOOCYEE® trademark directly to consumers through its own e-commerce website. The product portfolio includes lip makeup (lipsticks, gloss, cream, balm, oil, liner), face makeup (blush, highlighter, contour, powder, foundation, concealer), eye makeup (eyeshadow, eyebrow, eyeliner, mascara), beauty accessories (brushes, bags, eyelash curler, hair scrunchies), and themed limited edition gift sets, all positioned as a makeup-skincare hybrid brand.
Is Joocyee a public or private company?
Joocyee is a private company. It is classified as unknown and is currently operating.
When was Joocyee founded?
Joocyee was founded in -1.
Where is Joocyee based?
Joocyee is headquartered in Shenzhen, China, in the Asia region.
How does Joocyee make money?
One revenue line is on record: direct Product Sales.
Who are Joocyee's main competitors?
Direct peers on record are Colorkey, Into You, Perfect Diary (Yatsen Holding), Judydoll (橘朵), Florasis (花西子), ZEESEA (滋色) and Little Ondine (小奥汀). Broad incumbents are Shiseido and L'Oréal. Cute Cosmetics is listed as an emerging player.
Does Joocyee have an API?
No public API is recorded for Joocyee.
What industry is Joocyee in?
Joocyee's product category is Color Cosmetics. Its primary akta.pro industry code is CRABACAC, Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint), with a secondary code of CRABACAA, Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter). Its NAICS code is 456120 and its SIC code is 2844.