KANS (Chinese: 韩束; pinyin: Hánshù) is a Chinese beauty and cosmetics brand established in 2003. It is primarily recognised as a scientific anti-aging skincare brand, with a specific focus on Asian skin types. KANS serves as the flagship brand of Shanghai Chicmax Cosmetic Co., Ltd. (上海上美化妆品股份有限公司), a major Chinese cosmetics group that operates several other beauty brands.1

As of 2026, KANS has evolved from a traditional Chinese skincare label into a large, digitally driven beauty entity. Its product portfolio now encompasses skincare, makeup, men’s grooming, haircare, and personal care. In 2025, the parent company reported that KANS generated RMB 7.36 billion in revenue, marking a 31.6% year-on-year growth and accounting for approximately 80.2% of Chicmax’s total revenue.3

KANS operates as a brand within the larger corporate structure of Shanghai Chicmax Cosmetic Co., Ltd., which is the publicly listed entity.

Origins and Early Years

KANS was launched in June 2003 as the first proprietary brand of Shanghai Chicmax. The group had initiated independent research and development efforts earlier that year in April. During its initial phase, KANS positioned itself as a broad Chinese skincare brand targeting local consumers. Unlike many competitors who relied heavily on outsourcing, KANS prioritised building internal R&D and manufacturing capabilities, establishing a vertically integrated model spanning research, formulation, production, and distribution.

In 2006, the brand expanded its supply chain infrastructure by opening its first major production base in Suzhou. This period also saw an increased emphasis on independent research into anti-aging ingredients.2

Mass-Market Expansion (2009–2014)

During the late 2000s and early 2010s, KANS developed high-visibility products to capture the mass market. A significant milestone was the launch of its BB cream, followed by the popular “Red BB” product in 2012. The brand promoted the concept of “三分妆，七分养” (“30% makeup, 70% skincare”), positioning cosmetic products as extensions of skincare routines rather than purely decorative items.

In 2014, KANS introduced the “墨菊巨补水” (Moju Hydration) moisturizing line, further consolidating its presence in China’s mass skincare sector.

Transition to Technology-Led Branding

A pivotal shift in KANS’s strategy involved moving from a traditional mass-market cosmetics brand to a science-driven skincare company. This transformation accelerated in the 2010s:

• 2016: Chicmax established an overseas/global research centre, directing resources toward fundamental research. KANS focused increasingly on peptides and anti-aging ingredients.
• 2018: A dedicated Shanghai research centre was opened. Work expanded to include fermentation-derived ingredients, clinical testing, and proprietary peptide development.

The 2021 Rebranding

The year 2021 marked a definitive turning point for KANS. The brand formally adopted the positioning of “Scientific Anti-Aging” (科学抗衰). This strategy linked three core elements: scientific research, functional efficacy, and youth-oriented branding. The new slogan, “韩束，为年轻提供一份底气”, reflected a philosophy where skincare provides younger consumers with the confidence to face life. This repositioning distinguished KANS from older domestic brands by framing skincare through the lens of science and self-assurance rather than just aesthetic beauty.

Research remains a central pillar of KANS’s identity. The brand claims to operate dual research capabilities in China and overseas, supported by centres in China and Japan. According to official statements, the R&D organisation includes more than 200 personnel and holds over 200 national patents.2

Key research areas include:

• Anti-aging mechanisms
• Peptide technology
• Skin barrier repair
• Pigmentation control
• Hydration systems
• Collagen-related processes
• Fermentation technology
• Clinical testing and formulation science

Peptide Innovation

Peptides are a signature technological theme for KANS. The brand states it has moved beyond purchasing standard ingredients to developing proprietary ones.

• 2023: KANS reported the development of unique peptide molecular structures, including “cyclic peptides” (环肽). The brand also participated in drafting Chinese group standards for peptide ingredients.
• 2024: KANS announced that its first cyclohexapeptide completed registration/filing for new cosmetic ingredients in China. Products featuring proprietary “活肤因” and X-peptide technologies were introduced.

Note: Claims regarding patent counts and ingredient superiority are brand assertions. Actual efficacy depends on formulation concentration, methodology, and individual skin characteristics.

While anti-aging remains the core focus, KANS’s catalogue has broadened significantly. Current offerings are structured across several categories:

Skincare

The skincare range addresses concerns such as brightening, hydration, firming, and aging. Major product families include:

• 红蛮腰 (Red Waist)
• 377白蛮腰 (377 White Waist)
• 玻色因紫金 (Boseline Purple-Gold)
• X肽 (X-Peptide)
• 闪充 (Flash Charge)
• 蓝铜胜肽 (Blue Copper Peptide)
• 金刚侠 (King Kong Xia)5

Makeup

KANS has expanded into colour cosmetics, offering foundation, cushion compacts, loose powder, lipsticks, primers, and eyebrow products. Official lines include 红运彩妆 (Red Luck) and 白月光彩妆 (White Moonlight).

Haircare and Men’s Grooming

The brand also sells haircare products, including anti-hair-loss treatments, shampoos, and scalp care. Its men’s grooming range features facial cleansers, oil-control moisturisers, serums, anti-dandruff products, and fragrances.

Brand Architecture

KANS employs a tiered architecture:

• Mass/Entry Level: Red Waist, 377 White Waist, King Kong Xia.
• Premium/Technology-Focused: X-Peptide, Boseline Purple-Gold, Flash Charge.

This structure allows the brand to serve both value-conscious consumers and those seeking advanced anti-aging solutions.

KANS’s marketing approach has evolved through distinct eras:

Traditional Media Era

In the 2000s and early 2010s, KANS utilised television advertising, department store counters, supermarkets, and TV shopping channels. By 2013, the brand had significantly expanded its national awareness through sponsorship of television entertainment programming, leveraging a classic playbook of celebrity association and retail distribution.

Digital and Social Commerce Transformation

From 2019 onwards, Chicmax built capabilities in social commerce, livestreaming, and influencer marketing. KANS entered Douyin e-commerce in 2021, rapidly becoming one of the most visible cosmetics brands on the platform. The company noted that during 2021, sales grew sharply, with a single promotional event generating over RMB 62 million in Gross Merchandise Value (GMV) over nine days.

This shift moved the consumer journey from TV → Retail → Purchase to Short Video → Influencer/Livestream → Instant Purchase, allowing the heritage brand to connect effectively with younger digital audiences.

KANS is the dominant brand within Shanghai Chicmax Cosmetic Co., Ltd., which was founded in the early 2000s and pursues a multi-brand strategy. Other brands in the portfolio include One Leaf (一叶子), Baby Elephant (红色小象), and ARMIYO (安敏优). Chicmax is publicly traded on the Hong Kong Stock Exchange under stock code 02145.4

Financially, KANS acts as the economic engine of the group. In 2025, KANS contributed approximately 80.2% of Chicmax’s total revenue of RMB 9.1778 billion. Industry reports cited in Chicmax’s annual filings indicate that KANS ranked first among domestic Chinese cosmetics brands by online GMV in 2025.3

KANS emphasises vertical integration in its supply chain. Production occurs at the Chicmax Technology Park smart factory, which covers approximately 150 mu. The facility reportedly has a combined daily production capacity of 3.5 million bottles across its phases. The plant incorporates automated manufacturing, digital production systems, and AI-enabled processes, described by the company as China’s first AI-intelligent unmanned cosmetics workshop.2

Historically, KANS targeted Chinese women interested in mass-market skincare. Today, the audience is broader, encompassing Asian women across different age groups, as well as men and users of makeup and haircare products.

A key strategic nuance is the concept of “anti-aging for youth”. Rather than restricting anti-aging to older demographics, KANS markets preventive care to younger consumers, aligning with its slogan about providing confidence to youth.

The brand philosophy rests on four pillars explicitly stated in its official description:

1. Scientific: Based on research and functional ingredients.
2. Professional: Positioned as a specialist skincare entity.
3. Precise: Offering targeted solutions for specific skin concerns.
4. Efficient: Emphasising visible, functional outcomes.

• 2003: Founded as Chicmax’s first proprietary brand.
• 2006: First major production base opened in Suzhou.
• 2012: Launch of “Red BB”; introduction of “30% makeup, 70% skincare” concept.
• 2013: Expansion into television and entertainment marketing.
• 2016: Establishment of global R&D centre; focus on peptides.
• 2018: Opening of Shanghai R&D centre; expansion of fermentation and peptide research.
• 2021: Major rebranding to “Scientific Anti-Aging”; entry into Douyin e-commerce; rapid sales growth.
• 2023: Development of proprietary cyclic peptides; participation in industry standards.
• 2024: Registration of cyclohexapeptide; launch of X-Peptide and proprietary tech products.
• 2025: Revenue reaches RMB 7.36 billion; accounts for ~80% of parent company revenue.
• 2026: Continues as flagship brand with diversified portfolio.5

1. Kans
2. About us | KANS
3. Shanghai Chicmax Cosmetic Co., Ltd. – Earnings Release 2025
4. Giới thiệu – Mỹ Phẩm KANS
5. 韩束官方网站