💄 Founder Yang Ju spent years thinking about one question:
Why is there no truly good foundation for Asian skin?

She founded Fangli in 2017, launched the first product in 2020 and immediately hit a nerve.

Fangli combines three things that rarely come together in China:

  • Deep product development instead of simple OEM work and a packaging update

  • A clear niche: sensitive Asian skin

  • Highly targeted marketing: little aggressive advertising, lots of user content and the founder as a visible personal brand

👉🏻 Lesson learned: Even a niche can become a multimillion-dollar business (2024 GMV: 228 million USD).

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