choi fung hong

What choi fung hong does

Choi Fung Hong (彩豐行有限公司) is a Hong Kong-headquartered personal care and skincare manufacturer and retailer founded in 1995. The company operates what it describes as Hong Kong's first SGS-approved GMP and ISO 9001 / ISO 22716:2007 certified personal care manufacturing facility, producing under its own brand portfolio including the Joseristine and JimmBENNY sub-brands. Core product lines span C60 Fullerene skincare, the White Musk and Seven Color Flower ranges, aromatherapy and sleep aid series, hair care, body fragrances, and the SDG home cleaning line, with protected formulations including the Sleep Aid Fragrance Technology patent (WO2016/146673A1) and the B Kill antibacterial patent (HK1242506).

The company monetizes through a vertically integrated model combining in-house manufacturing, owned retail distribution, and digital channels. It runs 35 retail stores across Hong Kong Island, Kowloon, the New Territories, and Macau, supplemented by the choi-fung.com e-commerce site, WhatsApp ordering, and a B2B/wholesale offering for institutional and reseller customers. Pricing spans mass-market entry points (from HK$12.90) to premium SKUs (up to HK$999.70), targeting a broad long-tail consumer base rather than any single enterprise account.

Choi Fung Hong is a privately held, family-owned business with no disclosed funding history, headcount, or revenue figures. Its stated strategic positioning emphasizes Hong Kong-made origin (recognized in 2024), GMP-certified production, and ongoing category extension into adjacent personal care and home cleaning segments. Distribution remains concentrated in the Greater Bay Area, with stated reach into Southeast Asian markets via digital and wholesale channels.

Name

choi fung hong

Legal name

彩豐行有限公司

Website

https://choi-fung.com

Company type

Private

Founded year

1995

Operating status

Operating

Short description

Choi Fung Hong is a Hong Kong-founded personal care and skincare manufacturer and retailer, operating 35 stores across Hong Kong and Macau plus e-commerce and wholesale channels, serving mass-market consumers with its Joseristine and JimmBENNY brands.

Ownership category

akta.pro rank

Product category

Personal Care & Cosmetics Manufacturing

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456), Polish and Other Sanitation Good Manufacturing (325612)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Bath & Shower Products (Soaps, Body Wash, Bath Additives) (CRADANAB)

akta.pro secondary industries

Shampoo & Scalp Cleansers (CRABABAA), Personal Fragrances (Perfume, Cologne, Body Sprays) (CRADANAD), Deodorants & Antiperspirants (CRADANAA), Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI)

Keywords

• Personal care manufacturing
• Skincare products
• Aromatherapy oils
• Home cleaning supplies
• Hong Kong cosmetics

Headquarters

HQ city

Tuen Mun

HQ country

Hong Kong SAR China

HQ region

Asia

Offices35 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Product Sales: Direct-to-consumer sales of personal care products including skincare, haircare, body care, aromatherapy massage oils, and home cleaning products through physical retail stores and e-commerce platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Choi Fung Hong manufactures and retails personal care, skincare, haircare, aromatherapy, body care, and home cleaning products through its own 35 retail stores across Hong Kong and Macau, plus a direct-to-consumer e-commerce platform. The company operates an SGS-approved GMP, ISO9001, and ISO22716:2007 certified manufacturing facility in Tuen Mun, producing proprietary formulations including C60 Fullerene anti-aging skincare, patented sleep aid aromatherapy, and the White Musk fragrance series.

Product overview

Choi Fung Hong (彩豐行) is a Hong Kong-based personal care and skincare manufacturer operating since 1995, recognized as the first SGS-approved GMP and ISO-certified manufacturing facility in Hong Kong. The company offers a diverse portfolio of personal care products organized into distinct product lines: the C60富勒烯十項全能護膚 series featuring C60 Fullerene anti-aging technology; the White Musk (白麝香) fragrance line; the Seven Color Flower (七色花) energy series; comprehensive aromatherapy products including massage oils and carrier oils; the Sleep Aid (助眠) series with patented sleep fragrance technology; body fragrance (香體) products; home cleaning and sanitization (SDG家居清潔消毒) products including patented B Kill antibacterial formulations; and extensive hair care (洗髮護髮) and skincare lines including masks and face creams. The company maintains sub-brands Joseristine and JimmBENNY, operates 35 retail stores across Hong Kong, Macau, and online channels.

Differentiator

Problem solved

Functional benefit

Brands

• Joseristine: Personal care and skincare brand under Choi Fung
• JimmBENNY
• H2O 12杯水保濕系列
• C60十項全能護膚系列
• White Musk白麝香系列
• 逆轉肌齡神仙水
• 七色花系列
• 老薑系列

Products and services

• C60 Fullerene Ten-Item All-Round Skincare Series (C60富勒烯十項全能護膚系列)
• White Musk Series (白麝香系列)
• Seven Color Flower Series (七色花系列)
• Aromatherapy Massage Oil Series (按摩油系列)
• Sleep Aid Series (助眠系列)
• Hair Care Series (洗髮護髮系列)
• SDG Home Cleaning and Sanitization Series (SDG家居清潔消毒系列)
• Face Mask Series (面膜系列)
• Face Cream Series (面霜系列)
• Body Fragrance Series (香體系列)

Quantifiable outcome

• 98% professional confinement lady recommendation for Old Ginger Warming series
• +2 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sa Sa International Holdings: Sa Sa is a Hong Kong-listed beauty and personal care retailer with extensive store footprint across HK, Macau, and mainland China. Comparable to Choi Fung as a HK-rooted multi-brand beauty/personal care retailer with physical store dominance and exposure to Asian consumer markets.
• Watsons Hong Kong (A.S. Watson Group): Watsons operates the largest health and beauty retail chain in Hong Kong with hundreds of stores. Comparable as a HK-based mass-market personal care and beauty retailer competing for the same consumers across many of the same product categories Choi Fung carries.
• Mannings (Dairy Farm Group): Mannings is a leading HK drugstore and personal care retailer with broad store coverage. Comparable to Choi Fung as a high-street personal care retailer offering overlapping categories (skincare, haircare, fragrances, wellness) to HK mass-market consumers.
• Bonjour Holdings: Bonjour is a Hong Kong-listed multi-brand beauty and personal care retailer. Comparable to Choi Fung as a HK-based retail chain carrying a wide range of personal care, skincare, and fragrance products across a physical store network.
• Natural Beauty Bio-Technology: Natural Beauty is a Taiwan-listed company with HK/Mainland China personal care operations spanning skincare, body care, and spa services. Comparable as an Asian personal care manufacturer-retailer with proprietary formulations and retail distribution, similar business model to Choi Fung.
• Crabtree & Evelyn (Hong Kong operations): Crabtree & Evelyn has historical HK retail presence and focuses on body care, fragrances, and personal care with a similar mass-premium positioning to Choi Fung's White Musk line and aromatherapy portfolio.

Broad incumbents

• L'Oréal Group: L'Oréal is the global leader in beauty and personal care with deep presence in Asia. Comparable to Choi Fung as a broad incumbent competing across the same skincare, haircare, body care, and fragrance categories — but with vastly greater scale, R&D budget, and brand portfolio.
• Shiseido Company: Shiseido is a Japanese global prestige beauty company with strong Asia-Pacific presence. Comparable as a broad incumbent in skincare and fragrance competing for the same Asian consumer segments Choi Fung targets with its C60 and White Musk lines.
• Estée Lauder Companies: Estée Lauder is a global prestige beauty conglomerate with extensive Asian operations. Comparable as a broad incumbent in skincare, fragrances, and body care competing for premium Asian consumers that Choi Fung addresses with its Joseristine C60 line.

Emerging players

• Innisfree (Amorepacific): Innisfree is a Korean natural-ingredient personal care brand with growing Asian retail footprint. Comparable to Choi Fung's aromatherapy and natural-ingredient positioning in skincare/body care categories, though at younger consumer and digital-led positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCNKCqMn_aYbdjcTkFfGCpXg
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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 →

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