Judydoll
Judydoll is a Chinese color cosmetics brand under Joy Group that sells affordable, trend-driven makeup across eyes, lips, face, and tools to Gen Z and young millennial consumers globally via e-commerce, marketplaces, and a growing standalone retail footprint spanning 100+ China stores and Singapore.
- Company typePrivate
- Founded2016
- HeadquartersLimassol, Cyprus
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Judydoll does
Judydoll is a Chinese color cosmetics brand launched in 2016 and operated as a subsidiary of Joy Group alongside the Joocyee brand. The brand sells affordable, trend-driven makeup products across four core categories — eyes (mascaras, eyeliners, eyeshadows, brow products), lips (lipsticks, lip glosses, lip oils, lip muds, lip plumpers, lip lacquers), face (blushes, foundations, concealers, highlighters, contours, primers, setting powders), and beauty tools (brushes, puffs, cleansing products) — plus limited-edition themed collections and value bundles. Viral best-sellers include the 3D Curling Eyelash Iron Mascara, Ice Watery Lip Gloss, PDRN Stay Shine Lipstick, and Dual Fermented Tea Cushion Foundation. In October 2025, Judydoll launched the AWAKE sub-brand, a premium skincare-makeup hybrid line featuring truffle-powered formulations including UV Defense Cushion Foundation, Truffle Essence Foundation, Truffle Essence Microbeads Serum, and Truffle Essence Cleansing Oil.
The company pursues a multi-channel go-to-market combining digital-first direct-to-consumer e-commerce on its Shopify-based website, third-party marketplaces such as Shopee, retail chain partnerships with Watsons in Singapore, and company-owned standalone retail stores. It operates 100+ stores in China and opened its first two international standalone stores in Singapore (Bugis+ Mall and Wisma Atria) in late 2025, with publicly stated plans for 3-5 additional Singapore locations in 2026 and international sales growth of 10x over three years to US$87M at the group level in 2025. Marketing emphasizes Gen Z trend analysis, viral social content on Instagram, TikTok, YouTube, Facebook, and Snapchat, and community-driven brand collaborations including a 2021 partnership with collectible-toy brand PopMart.
Pricing sits between mass-market and luxury tiers with individual SKUs ranging from approximately US$5 to US$49, free shipping above US$59, promotional offers up to 40% off, bundle deals (e.g., Buy 4 Get Free Lip Gloss), and a student discount program. Joy Group, the parent, reported 2025 revenue of US$620M (+22% YoY) across its two brands. Judydoll serves primarily Gen Z and young millennial consumers across China, the US, Canada, the UK, Japan, Korea, Taiwan, and Southeast Asian markets including Singapore, Malaysia, Indonesia, Vietnam, Thailand, and the Philippines.
Judydoll firmographics
Firmographics- Name
- Judydoll
- Legal name
- Judydoll-JOY GROUP
- Website
- https://judydoll.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Judydoll is a Chinese color cosmetics brand under Joy Group that sells affordable, trend-driven makeup across eyes, lips, face, and tools to Gen Z and young millennial consumers globally via e-commerce, marketplaces, and a growing standalone retail footprint spanning 100+ China stores and Singapore.
- Ownership category
- akta.pro rank
Judydoll industry classification
Industry- Product category
- Color 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
- Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF)
- akta.pro secondary industries
- Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer) (CRABACAB), Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA), Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC), Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE), Eye & Lip Skincare (CRABAAAC), Beauty Accessories (Puffs, Shields, Mixing Tools, Sharpeners) (CRABAKAL)
Keywords
Where Judydoll is headquartered
LocationHeadquarters
- HQ city
- Limassol
- HQ country
- Cyprus
- HQ region
- Europe
Offices3 records
Markets served
Judydoll business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Technology or R&D, Personnel, Infrastructure
Revenue model
- Direct Product Sales: Direct-to-consumer sales of cosmetics and beauty products through e-commerce website and physical retail stores. One-time purchase model with no subscription component.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing with promotional discounts |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
Judydoll product offering
Product offeringCore offering
Judydoll designs, manufactures and sells color cosmetics and beauty products across eyes (mascaras, eyeliners, eyeshadows, brow products), lips (lipsticks, lip glosses, lip oils, lip muds, lip plumpers, lip lacquers), face (blushes, foundations, concealers, highlighters, contours, primers, setting powders), and beauty tools (brushes, puffs, cleansing products). The brand also operates a premium skincare-makeup hybrid line under the AWAKE sub-brand featuring truffle-powered formulas.
Product overview
Judydoll is a Chinese Gen Z-focused makeup brand owned by Joy Group that operates as a unified direct-to-consumer cosmetics brand with an e-commerce platform and physical retail presence. The product portfolio spans across several core categories: Eyes (mascaras, eyeliners, eyeshadows, brow products), Lips (lipsticks, lip glosses, lip oils, lip muds, lip plumpers, lip lacquers), Face (blushes, foundations, concealers, highlighters, contours, primers, setting powders), and Beauty Tools (brushes, puffs, cleansing products). The brand offers multiple sub-collections including the premium AWAKE skincare-makeup hybrid line featuring truffle-powered formulas, limited edition themed collections like Dreamcore Ocean and Sport Chic, and value bundle sets. Products range from viral best-sellers like the 3D Curling Eyelash Iron Mascara and Ice Watery Lip Gloss to innovative formulations like the PDRN Stay Shine Lipstick and Dual Fermented Tea Cushion Foundation. The brand launched internationally in 2025 with stores in Singapore, expanding beyond its original online-only and China-focused retail model.
Differentiator
Problem solved
Functional benefit
Brands
- Awake: Premium skincare-makeup hybrid line featuring truffle-powered formulas at accessible price points.
Products and services
- 3D Curling Eyelash Iron Mascara Viral curling mascara with temperature-controlled curling design for gravity-defying lashes, available in 0° and 6° curling designs with black and brown variants. Targeted at Gen Z consumers seeking innovative eye makeup.
- Ice Watery Lip Gloss Lightweight, hydrating lip gloss with icy finish, available in multiple shades including Candy Strawberry, Grapefruit Pop, and Fresh Apricot. One of the brand's best-selling products targeted at Gen Z consumers.
- Liquid Blush Serum Serum-textured blush that provides a natural, dewy finish, available in shades including Fig, Pink Milk, Salmon, and Rosewood. Targeted at consumers seeking skincare-makeup hybrid face products.
- No-Drooping Volume Mascara Long-wear mascara formula designed to prevent drooping and maintain volume throughout the day. Targeted at consumers seeking all-day wear eye makeup.
- Hydrating Lip Oil Nourishing lip oil with hydrating properties, available in Clear Essential, Peach Essential, Rose Essential, Red Essential, and Beige Essential shades. Targeted at consumers seeking hydrating lip care.
- Cushion Matte Lock Lip Cream Cushion-textured matte lipstick with long-lasting formula, featuring 26 shades including Milky Pink, Sand Ash, Hazel Sugar, Berry Crush, and Vintage Wine. Targeted at consumers seeking long-wear matte lip color.
- Mini Makeup Palette Compact, portable eyeshadow palette with multiple color combinations, available in Earthy Box, Taro Box, and Sleepless Box variants. Targeted at consumers seeking portable everyday eye makeup.
- Glow Blush Swirl Blush with swirling color effect for a natural, glowing finish, available in Wonder Coral, Dewy Rose, Cherry Glaze, Dreamy Lilac, Taro Haze, and Terra Sunshine. Targeted at consumers seeking dewy face color.
- Dual-Color Gel Eyeliner Pencil Dual-ended eyeliner pencil with two colors for versatile eye looks, featuring Natural Nude Brown, Caramel Pink Brown, and Sakura Grey Brown shades. Targeted at consumers seeking multi-functional eye products.
- PDRN Stay Shine Lipstick Lipstick infused with PDRN (polynucleotide) for skincare-level lip care with all-day shine, part of the brand's innovative formulation approach. Targeted at consumers seeking skincare-makeup hybrid lip products.
- Dual Fermented Tea Cushion Foundation Cushion foundation with dual fermented tea formula for hydration and coverage, featuring Spring Summer Limited Edition packaging in multiple shades. Targeted at consumers seeking skincare-infused base makeup.
- AWAKE Collection Premium skincare-makeup hybrid sub-brand featuring truffle-powered formulas at accessible price points. Includes UV Defense Cushion Foundation, Truffle Essence Foundation, Truffle Essence Microbeads Serum, and Truffle Essence Cleansing Oil. Targeted at consumers seeking premium yet affordable hybrid beauty products.
- Dreamcore Ocean Collection Limited edition collection featuring dreamy, surreal aesthetic with futuristic hyper-glitter and water drop-inspired packaging. Includes Play Color ALL-IN-ONE Palette, Sheer Tinted Highlighter, and Dual-Color Multi-Balm. Targeted at Gen Z consumers seeking trend-driven limited-edition cosmetics.
- Sport Chic Collection Collection designed for active lifestyles featuring multi-functional products. Includes Quick-Fix Contour Duo, Sunscreen Setting Powder, and Dual-ended Triple-Prong Liquid Brow Pen. Targeted at consumers seeking multi-functional beauty products for active use.
- Ultra-Fine Liquid Eyeliner Precision eyeliner pen with ultra-fine tip for detailed eye looks, available in shades including Black, Deep Brown, Cool Tea Brown, and Dark Tea. Targeted at consumers seeking precision eye makeup application.
- Value Sets/Bundles Pre-packaged makeup sets offering savings across categories including Eye Sets, Lip Sets, Face Sets, and combination bundles like Complete Eye Trio, Face & Lash Glow Kit, and Mascara Duo Set. Targeted at value-seeking consumers.
- 2 IN 1 Highlighter Contour Palette Two-in-one highlighter and contour palette available in multiple shades including Wave Shadow Palette, Tree Shadow Palette, Blush Shadow Palette, Feather Glow Palette, and Sun Tan Palette. Targeted at consumers seeking multi-functional face contouring products.
- Peel Off Stain and Plumping Oil Duo Two-step lip product combining a peel-off stain with a plumping oil, available in shades including Rosy Pearl, Lavender Mist, Cherry Spark, Cinnamon Glow, Coco Bronze, Petal Fairy, and Iced Espresso. Targeted at consumers seeking innovative multi-step lip color.
Companies that use Judydoll
Customer profileSegments2 records
Ideal customer profiles2 records
Judydoll technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Judydoll partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- PopMartminorStrategic collaboration with PopMart in 2021, a collectible toy brand popular among Gen Z consumers. The partnership was part of Judydoll's strategy to leverage cross-brand collaborations to build community engagement and reach new young consumers through authentic brand associations.
Scale indicators5 records
Recent moves10 records
Expansion highlights4 records
Judydoll competitors and assessment
Company assessmentDirect peers
- Joocyee: Sister brand under Joy Group, also a Chinese Gen Z-focused affordable color cosmetics label. Direct comparable in product mix, pricing tier, and target customer, making it the closest peer for share-of-wallet and channel overlap analysis.
- Florasis: Chinese C-beauty color cosmetics brand targeting young consumers with trend-driven makeup. Comparable on Chinese-origin, Gen Z focus, international expansion ambitions, and DTC plus marketplace distribution.
- ZEESEA: Chinese color cosmetics brand with international ambitions and affordable pricing aimed at young consumers. Comparable on category, target demographic, and overseas market push through e-commerce and retail partners.
- ColourPop Cosmetics: US-based affordable color cosmetics brand with viral product drops and digital-first distribution. Comparable on trend-led product cycles, low price points, and social-media-driven Gen Z acquisition.
- Flower Knows: Chinese color cosmetics brand with whimsical, Gen Z-friendly aesthetic and strong international e-commerce presence. Comparable on visual branding, affordable price points, and overseas consumer appeal.
- Perfect Diary (Yatsen Holding): One of the largest Chinese D2C color cosmetics brands with extensive physical retail and international expansion into Southeast Asia. Comparable as a Chinese-born, affordable, digitally native makeup brand that has scaled stores and overseas channels.
Broad incumbents
- e.l.f. Beauty: US-listed affordable color cosmetics powerhouse known for trend responsiveness, mass-market pricing, and Gen Z/Millennial targeting. Comparable as a benchmark for affordable-makeup unit economics, social-media-led growth, and rapid SKU churn.
- KIKO Milano: European affordable color cosmetics brand with broad international retail footprint. Comparable on accessible price positioning, diverse shade ranges, and physical retail expansion in international markets.
Others
- Watsons (A.S. Watson Group): Major health and beauty retail chain in Asia already stocking Judydoll in Singapore. Comparable as a key distribution partner shaping Judydoll's Southeast Asian shelf presence and competitive placement against other color cosmetics brands.
- C-beauty Collective (consortium): Broader cohort of Chinese-origin color cosmetics brands (including Cute Press, Carslan, Proya Beauty) exporting across Southeast Asia. Comparable as the competitive backdrop driving Judydoll's positioning, pricing, and shelf-share battles in overseas retail.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Judydoll social profiles
Digital presenceJudydoll financial estimates
Financial estimateRevenue estimate
Valuation estimate
Judydoll leadership team
Management profileNumber of profiles
Profiles1 record
Judydoll funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Judydoll 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 Judydoll
What does Judydoll do?
Judydoll designs, manufactures and sells color cosmetics and beauty products across eyes (mascaras, eyeliners, eyeshadows, brow products), lips (lipsticks, lip glosses, lip oils, lip muds, lip plumpers, lip lacquers), face (blushes, foundations, concealers, highlighters, contours, primers, setting powders), and beauty tools (brushes, puffs, cleansing products). The brand also operates a premium skincare-makeup hybrid line under the AWAKE sub-brand featuring truffle-powered formulas.
Is Judydoll a public or private company?
Judydoll is a private company. It is classified as corporate owned and is currently operating.
When was Judydoll founded?
Judydoll was founded in 2016. It employs 11 to 50 people.
Where is Judydoll based?
Judydoll is headquartered in Limassol, Cyprus, in the Europe region.
How does Judydoll make money?
One revenue line is on record: direct Product Sales.
Who are Judydoll's main competitors?
Direct peers on record are Joocyee, Florasis, ZEESEA, ColourPop Cosmetics, Flower Knows and Perfect Diary (Yatsen Holding). Broad incumbents are e.l.f. Beauty and KIKO Milano. Others are Watsons (A.S. Watson Group) and C-beauty Collective (consortium).
Does Judydoll have an API?
No public API is recorded for Judydoll.
What industry is Judydoll in?
Judydoll's product category is Color Cosmetics. Its primary akta.pro industry code is CRABACAF, Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits), with a secondary code of CRABACAB, Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer). Its NAICS code is 456120 and its SIC code is 2844.