Shanghai Chicmax
A Chinese beauty and personal-care company combining owned brands, international brand partnerships, research and development, and digital commerce.
Last updated October 12, 2026
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Overview
S'Young Group Co., Ltd. (水羊集团股份有限公司), which describes itself as S'Young or 水羊, is a Chinese beauty and personal-care company. The company presents its business as a technology-enabled consumer beauty enterprise built around two drivers: owned brands and “CP” brand partnerships. It says its operating approach is to use research and development to empower brands and digital capabilities to empower the organization. The supplied official materials do not state a founding year or identify a founder. The company’s owned portfolio includes YUNIFANG (御泥坊), MIHOO (小迷糊), Big Drop (大水滴), 御, and VAA. The brands span skincare and makeup, with stated areas of focus including skincare for different needs and VAA’s natural-looking contour makeup. The company also operates S'Young International, a digitally driven open platform for international beauty brands. Its official materials describe a “CP” partnership model intended to support partner brands’ development in China across channels and stages of their business. The company says it has worked with more than 50 international brands, naming KIKO Milano, ZELENS, LUMENE, AMOUAGE, NESCENS, and 伊菲丹 among examples. S'Young also reports a strategic relationship with Kenvue, described on its site as a global consumer health company spun off from Johnson & Johnson. Under this relationship it undertakes e-commerce business in China for multiple consumer brands and says it represents more than ten Kenvue brands, including Listerine, Neutrogena, and DABAO; another official page also names Dr. Ci:Labo. These arrangements make the company more than a single-product cosmetics label: its stated activities include owned-brand development, brand partnerships and representation, digital commerce, research, manufacturing, and distribution infrastructure. Research, product quality, and manufacturing are prominent in the company’s account of its strategy. It reports participating in the development of 33 national and industry standards, maintaining more than 4,000 quality-management processes and internal standards, applying for over 400 national patents, and developing more than ten proprietary ingredient technologies. It identifies four newly registered cosmetic ingredients, including a Ganoderma-related ingredient, snow lotus callus extract, black ginseng essence, and PQQ disodium salt. The company also describes a smart manufacturing campus in Hunan that integrates research, design, production, logistics, offices, and other facilities; it says the factory was recognized as a national smart manufacturing demonstration factory. The company listed on the Shenzhen Stock Exchange on 8 February 2018 under ticker 300740. Its official website gives its address as 390 Yuanlu Road, Xiangjiang New Area, Hunan. The available supplied materials do not establish the company’s founder, present senior executive leadership, detailed ownership, or international sales footprint beyond its stated brand partnerships.
History
The supplied official account presents S'Young Group as a Chinese beauty company whose development has increasingly combined owned consumer brands, research and manufacturing, and digital commerce. Its public-facing corporate history identifies 2006, 2010, and 2014 as earlier milestones, but the supplied text does not describe what happened in each of those years. It therefore does not support a precise founding date or an account of the company’s original founders. A major documented turning point came in 2018. On 8 February, the company listed on the Shenzhen Stock Exchange under ticker 300740. It calls itself China’s first internet consumer-goods brand to go public. The company also says that S'Young International, a digital international beauty platform, was launched that year and introduced its “CP” cooperation model. The company describes the model as a way to help international beauty brands develop in China. Its history also records participation in drafting a cleansing-oil standard and recognition of its product analysis and testing center by the China National Accreditation Service for Conformity Assessment. In 2019, the company says it was recognized as a Hunan provincial enterprise technology center, established a provincial academicians and experts workstation, and developed the CLOCK-F biological-rhythm regulatory factor for Big Drop. It also reports that construction began on its manufacturing base, backed by a continuing investment stated on its website as 1.4 billion yuan. In 2020, it launched the S'Young Chaozhuang service and the S'Young Direct Supply distribution platform. The company also records provincial science and technology and quality-related recognition that year. On 8 March 2021, the company changed its name to S'Young Group Co., Ltd. and announced its “Four Doubles” strategy. Other milestones it lists for 2021 include the launch of APOLLO and completion of development of a traditional black-ginseng extract. In 2022, it reports that it acquired the French luxury brand PA and the EDB company and team, describing the move as an important step in internationalizing its research and development. It also says that the first phase of S'Young manufacturing began production, that Chen Jian was appointed chief scientist, and that it released a very small-molecule hyaluronic-acid technology result associated with 11 invention patents. The company’s 2023 milestones include the opening of its smart manufacturing industrial park, its fifth anniversary as a listed company, a third technology innovation summit, and completion of registration of PQQ disodium salt as a cosmetic ingredient. It also reports developing an anti-aging black-ginseng ingredient and appearing on a national smart-manufacturing demonstration-factory list. In 2024, it records further industry recognition and approval of a Ganoderma-related cosmetic ingredient. For 2025, it lists U.S. INCI registration of black ginseng essence, approval of snow lotus callus extract, national smart-manufacturing demonstration-factory recognition, and an Osaka laboratory collaboration with Japan’s Celless. Alongside those dated milestones, the company describes its current structure as a combination of owned brands and international brand partnerships. Its named owned brands include YUNIFANG, MIHOO, Big Drop, 御, and VAA. S'Young International is said to have worked with more than 50 international brands. The company also reports e-commerce cooperation in China for Kenvue brands, including Listerine, Neutrogena, and DABAO. Its corporate narrative emphasizes research, proprietary ingredients, quality systems, and an integrated manufacturing campus in Hunan. Details about founders, ownership, and the early milestones listed for 2006, 2010, and 2014 are not established in the supplied evidence.
- 2025
Ingredient and smart-manufacturing milestones
- 2024
Recognition and new-ingredient approval
- 2023
Smart manufacturing park opened
- 2022
French acquisition and manufacturing expansion
- 2021
Renamed S'Young Group and announced Four Doubles strategy
- 2020
Digital service and distribution launches
- 2019
Technology-center recognition and manufacturing-base construction
- 2018
Listed on the Shenzhen Stock Exchange
Products and positioning
A technology-enabled Chinese beauty company combining owned consumer brands with digital, cross-channel partnerships for international beauty brands in China, supported by research and manufacturing capabilities.
YUNIFANG
Owned skincare brand.
MIHOO
Owned skincare brand focused on simplified skincare and skin stability.
Big Drop
Owned skincare brand; the company highlights its CLOCK-F development.
御
Owned brand focused on skincare for men's pressure-related skin concerns.
VAA
Owned makeup brand associated with natural contour makeup.
Controversies
Recent events
- Unconfirmed
Shangmei announces acquisition of 23% stake in newpage from Dajiao Investment[8]
Reported:
Hong Kong-listed Shangmei announced that its subsidiary Shanghai Qingdao will acquire a 23% stake in Shanghai Yiye, operator of the infant skincare brand newpage, from Dajiao Investment for about RMB 304.5 million, plus a 6% stake from Shangmei vice president Liu Ming for about RMB 79.44 million, totaling about RMB 384 million.
- Unconfirmed
Shangmei Co. announces acquisition of 29% stake in Shanghai Yiye[9]
Reported:
Shangmei Co. announced it plans to acquire a 29% stake in Shanghai Yiye, the parent company of newpage, through its wholly owned subsidiary Shanghai Qingdao, for a total cash consideration of RMB 384 million. After the transaction, Shanghai Qingdao's stake in Shanghai Yiye will rise from 51% to 80%, and Shangmei Co.'s total holding will reach 84%.
Sources9 sources
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