Chioture is a Chinese cosmetics brand headquartered in Shanghai that focuses on colour cosmetics, including lip, eye and base makeup, as well as blush and selected skincare and cleansing products. The brand positions itself as an international-facing label originating from Shanghai, characterised by youthful, accessible and highly pigmented formulations aimed at younger consumers.1 It is regarded as one of the earlier domestic Chinese beauty brands to target this demographic through high value-for-money propositions and trend-led product development, establishing particular recognition in lip colour, cushion compacts, blush and multi-functional makeup.

The name Chioture is derived from a portmanteau of the English words “chic” and “capture”, reflecting a corporate concept of capturing fashion and trends.2 This etymology underpins the brand’s official positioning as a “global trend catcher” in the colour cosmetics space. Rather than pursuing traditional luxury heritage, Chioture’s commercial model emphasises the rapid identification of emerging colour palettes, makeup aesthetics and youth preferences, translating these into affordable and user-friendly products.2 This approach informs the brand’s frequent product launches, packaging design and shade selections, which often align with social-media-driven beauty trends.

Foundation and early years

According to official brand history, Chioture launched its first generation of products in 2009.3 Contrary to its later reputation as a colour cosmetics specialist, the brand initially entered the market with skincare items centred on a deep-sea hydration concept.3 Public corporate records indicate that Shanghai Fengyi Information Technology Development Co., Ltd., the entity associated with the brand, was established in 2011; however, the brand’s own historical narrative consistently cites 2009 as its founding year for product lineage purposes.2

Rise of cushion compacts

In 2014, Chioture introduced its first major base makeup product, a cushion BB cream, which reportedly became a top seller in its category on Tmall.3 This launch coincided with growing consumer demand in China for lightweight base makeup, Korean-inspired beauty aesthetics and portable cosmetic formats, marking a significant turning point in the brand’s evolution from skincare to colour cosmetics.

Lipstick breakthrough

The year 2015 proved pivotal with the release of the Pink Love Lipstick. Official sources state that this product received the “Lip Product of the Year” accolade at the Tmall Golden Makeup Awards and achieved cumulative sales exceeding three million units within two years of launch.4 Commercially, this success signalled Chioture’s transition towards becoming a youth-oriented colour cosmetics brand, with lip products subsequently forming a core pillar of its portfolio.

Expansion into skincare and lip categories

In 2017, Chioture launched the Deep Sea Jellyfish Essence Hydrating Mask, marketed under a “Three No” formulation philosophy: free from chemical preservatives, alcohol and fragrance.5 During the same period, the brand’s Water Gloss Lip Glaze and Velvet Matte Lipstick also received recognition at the Tmall Golden Makeup Awards.6 These developments marked a phase of comprehensive expansion across both colour cosmetics and skincare categories.

Scale and revenue milestones

By 2019, Chioture reported total gross merchandise volume (GMV) across all channels exceeding RMB 1 billion.7 While GMV does not equate to net revenue or profit, this milestone indicated the brand’s growth from a niche domestic label to a significant player in online beauty retail.

Product line maturation

Between 2020 and 2022, Chioture broadened its assortment to include products such as Flowing Line Gel Eyeliner, Enzyme Makeup Remover, Retro Street Cross Eyeshadow Palette, Uninhibited Matte Lip Glaze, Sharp Brow Pencil, SoftFocus Setting Powder, Foldable Quad Eyeshadow and Yeast Repair Mask.8 Several of these items received industry honours including the Meiyi Awards, GGA Gold Awards and Tmall Golden Makeup Award, reflecting the brand’s evolution beyond lip products into a full-spectrum colour cosmetics and skincare range.8

Recent growth and retail expansion

In 2023, the Dual-Ended Lip Glaze emerged as a key driver of growth, with reported cross-platform sales surpassing 6.2 million units within a single year.9 Brand disclosures from the same period cite over 8.47 million followers across official flagship stores and partnerships with more than 8,000 offline retail doors, alongside receipt of the “Good Beauty Brand” award at CBE China Beauty Expo.10 As these figures are self-reported, they represent brand-stated metrics rather than independently audited market share data.10

Lip cosmetics

Lip products constitute Chioture’s most prominent category. The domestic Chinese range includes ice cream lip glazes, silky mist lipsticks, matte lip glazes, lip muds, water gloss variants, dual-ended lip glazes, solid lip balms, lip oils and liquid lip masks.11 International catalogues feature corresponding items such as Dual Lipstick, Long-lasting Lip Gloss, Moisturizing Lip Serum, Velvet Shield Lip Clay, Ice-Cream Lip Mud and Satiny Lipstick.12 Lip cosmetics remain the brand’s signature offering across markets.

Blush and multi-functional products

Chioture places emphasis on multi-functional cosmetics designed to streamline application routines. Products such as the Lip & Cheek Multi-Purpose Cream are formulated for use on lips, cheeks and eyes, featuring a lightweight, cloud-like texture.5 Such offerings cater to younger consumers seeking versatile products that consolidate multiple makeup steps.

Eye makeup

The eye category encompasses gel eyeliners, dual-ended eyeliner pens, brow pencils, brow tints, brow powders, mascara primers, dual-ended mascaras, liquid eyeshadows and eyeshadow sticks.6 This range provides a relatively complete matrix for eye makeup applications.

Base makeup

Building on its early success with cushion BB creams, Chioture has expanded its base makeup lineup to include cushions, foundations, concealers, setting powders and primers.14 Base makeup holds historical significance for the brand, as cushion compacts were instrumental in establishing widespread consumer recognition.

Skincare and cleansing

Chioture maintains a distinct skincare and cleansing segment that reflects its origins in hydration-focused formulations. Current offerings include the Deep Sea Jellyfish Mask, hydrating masks, lip care treatments, liquid lip masks, cleansing oils, cleansing balms, cleansing waters and eye-and-lip removers.7 This continuity links the brand’s present portfolio to its initial deep-sea hydration concept.

Visually, Chioture adopts a youthful, sweet and colourful aesthetic designed to be photogenic and compatible with social media platforms. The international brand site articulates this through the tagline “Color Made For Every Mood”, supported by pillars of everyday colour, innovative shades, comfortable wear and inclusive beauty.8 The brand narrative has shifted from conventional notions of beautification towards self-expression, framing makeup as a tool for emotional expression and identity exploration rather than mere coverage.15 This philosophy aligns with the “trend catcher” positioning and resonates with Generation Z consumers who view cosmetics as a form of personal communication.

Chioture primarily targets young female consumers, particularly students, early-career professionals and individuals interested in experimenting with trending makeup styles from Chinese, Korean and Japanese beauty cultures. The brand operates in the mass-market segment, competing on affordability and trend relevance rather than luxury heritage. In Southeast Asian markets such as Malaysia, products are typically priced between RM19.90 and RM49.90 depending on the item and promotional activity.9 This pricing strategy positions Chioture as an accessible trend beauty option, enabling low-risk experimentation with new shades and textures without the financial commitment associated with premium brands.

While originally focused on the domestic Chinese market, Chioture has actively expanded into Japan, Southeast Asia and other international territories.16 In Japan, the brand operates a dedicated local website and has secured distribution through retailers including @cosme, Don Quijote, Ainz & Tulpe, Sundrug, Create and Sugiyama.11 In Malaysia, Chioture has entered mainstream brick-and-mortar retail via Watsons, listing approximately 30 stock keeping units ranging from blush sticks and jar blushes to various lip glazes and lip oils.12 This physical retail presence indicates a strategic shift from cross-border e-commerce dependency towards integrated omnichannel distribution in overseas markets.

Public records associate Chioture directly with Shanghai Fengyi Information Technology Development Co., Ltd., a company established in 2011 with registered capital of RMB 5 million.18 United States trademark filings confirm that the Chioture mark is held or applied for by this entity, covering goods classes including cosmetics, beauty masks, essential oils, sunscreen preparations and skincare products.13 Historical international trademark records also show registrations under the variant spelling CHIÕTURE, suggesting early awareness of global intellectual property protection.14 The distinction between the brand’s stated 2009 product origin and the 2011 corporate establishment date reflects common industry practice where brand heritage and legal entity formation may not coincide.

Chioture occupies a distinct position within the Chinese beauty landscape as part of the first wave of internet-native mass-market cosmetics brands, alongside peers such as Perfect Diary, Judydoll, Joocyee and Florasis. Unlike traditional domestic heritage brands or newer ingredient-focused labels, Chioture’s competitive advantage lies in combining e-commerce agility, social media marketing, trend responsiveness and accessible pricing.16 Key strengths include strong value proposition, deep expertise in lip categories, rapid product iteration, distinctive packaging and increasingly mature overseas distribution.17 However, the brand faces challenges typical of the mass colour cosmetics segment, including product homogeneity, reliance on viral bestsellers and the need to build sustained international brand equity beyond its domestic recognition.15

1. The Story Behind CHIOTURE
2. 稚优泉CHIOTURE-“全球潮流彩妆捕手”-稚优泉官网
3. About Us – CHIOTURE
4. Shop – CHIOTURE
5. CHIO.TURE LIP and CHEECK MULTI CREAM – CHIOTURE
6. EYES – CHIOTURE
7. SKIN – CHIOTURE
8. CHIOTURE | Makeup for Everyday Glow
9. CHIOTURE
10. CHIOTURE
11. チオチュア -CHIOTURE- | 女性のなりたい自分を引き出すコスメティックブランド公式サイト
12. CHIOTURE | Watsons Malaysia
13. CHIOTURE Trademark Application of SHANGHAI FENGYI INFORMATION TECHNOLOGY DEVELOPMENT CO.,LTD – Serial Number 97720078 :: Justia Trademarks
14. CHIÕTURE Trademark of SHANGHAI FENGYI INFO & TECH DEVELOPMENTCO., LTD. – Registration Number 5477675 – Serial Number 79210100 :: Justia Trademarks
15. Chioture: Younger consumers drawn to lip, cheek makeup for self-expression
16. The secret to how CHIOTURE grew by 500 million RMB, nearly three-fold, in one year – Daxue Consulting – Market Research and Consulting China
17. 稚优泉品牌强势登陆纽约时代广场，国潮美妆再一次惊艳海外_凤凰网
18. 上海丰邑信息科技发展有限公司企业介绍-买购APP