Want to build your own Private Label Skincare brand but have no idea where to begin? Take a look at these success stories. Iconic brands including Perfect Diary, Winona and Proya didn’t operate their own factories in the early stages — they relied on China’s mature cosmetics OEM ecosystem. Chinese manufacturers can produce products matching the quality of international brands, covering everything from face masks and serums to mass-market and functional skincare lines.
The 10 Private Label Skincare brands below all thrived thanks to China’s OEM supply chain. For each one, I’ll share its partnering OEM factory and analyze the secrets behind its market success.
Quick Overview
| Brand | Year Established | Positioning | Core Categories | Stands for OEM manufacturer |
| Perfect Diary | 2017 | Affordable Makeup & Skincare | Eyeshadow, Foundation, Mask, Makeup Remover | Cosmax, Nox Bellcure, Intercos |
| Winona | 2010 | Skincare for Sensitive Skin | Soothing & Moisturizing Repair Cream, Facial Mask | Botanee Own Factory |
| Proya | 2006 | Mainstream Functional Skincare | Dual Anti-Aging Serum, Ruby Serum | Cosmax, Kolmar, Nox Bellcure |
| Florasis | 2017 | Oriental Aesthetic Makeup | Air Loose Powder, Carved Lipstick | Cosmax, Intercos |
| LACOSEIS | 2016 | Body SPA / Cellular Anti-Aging | Youth Revitalizing Cream, Soothing Cream, Reviving Cream | DESIFINE |
| CHANDO | 2001 | Mass-market Skincare | Snow Land Series, Glacier Water | Cosmax, Nox Bellcure |
| One Leaf | 2014 | Plant-based Skincare | Mask, Essence | Nox Bellcure, Cosmax |
| Little Dream Garden | 2010 | Body Care | Body Scrub, Hand Mask | Zhongshan Zhongyan, Guangzhou Liyanzhuang |
| BENBEN | 2015 | Cleansing Oil / Aromatherapy | Cleansing Oil | Cosmax, Zhongshan Zhongyan |
| TNBE | 2012 | Ingredient-focused Users / Minimalist Skincare | Soothing & Repair Series | Cosmax, Guangzhou Gelan |
1.Perfect Diary
Perfect Diary is one of the most worthy Private Label Skincare Brand to study over the past decade. Though it first became popular for color cosmetics, its skincare line has also grown rapidly. Founded in 2017, it achieved a market value of 10 billion yuan within three years. Its strategy is clear: it leverages China’s mature OEM production capacity to launch new products quickly, iterate frequently and deliver ultimate cost performance. Cosmax develops its eye makeup and base makeup, Nox Bellcure produces most of its facial masks and makeup removers, while Intercos is in charge of color cosmetics requiring complex pigment dispersion.
Brand Highlights
- Key OEM Manufacturers: Cosmax (Base Makeup / Eye Makeup), Nox Bellcure (Facial Masks / Makeup Removers), Intercos (Color Cosmetics)
- Core Products: Animal Eyeshadow Palette, Slim Lipstick, Amino Acid Cleanser
- Success Factors: DTC model + Social Media Marketing + Ultra-fast New Product Launches
2.Winona
Winona is another textbook example of a private label skincare brand. It targets the niche market for sensitive skin and conducts clinical trials in collaboration with dermatologists. Its core ingredient is Yunnan’s unique Prinsepia utilis Royle extract. The brand gradually built its reputation through hospital channels and physician recommendations in the early stage, before gaining explosive growth on e-commerce platforms. Its Soothing & Moisturizing Repair Cream has become a staple product for people with sensitive skin.
Brand Highlights
- Key OEM Manufacturers: In-house factories of Yunnan Botanee, supplemented by Cosmax and other manufacturers
- Core Products: Soothing & Moisturizing Repair Cream, Soothing & Moisturizing Repair Serum
- Success Factors: Endorsement by dermatologists, Yunnan botanical ingredients, cosmeceutical positioning
3.Proya
Proya was founded in 2006 and initially grew via offline beauty specialty stores. Over the past five years, it has successfully transformed from an affordable skincare brand to an efficacy-focused skincare brand. Its two blockbuster products, the Double Anti-Aging Serum and Ruby Serum, have driven its remarkable turnaround, with annual revenue exceeding 8 billion yuan. Proya mainly relies on Cosmax and Kolmar for manufacturing, while Nox Bellcure supplies its facial masks.
Brand Highlights
- Key OEM Manufacturers: Cosmax, Kolmar, Nox Bellcure
- Core Products: Double Anti Serum, Ruby Serum, Force Essence
- Success Factors: Targeted formulas for ingredient enthusiasts, social media promotion, blockbuster product strategy
4.Florasis
Florasis was founded in 2017, yet it has firmly established its positioning as a brand of Oriental Aesthetics Color Cosmetics. Its Airy Loose Powder, Carved Lipstick and Concentric Lock Lipstick have all become phenomenal hits. The brand also partners with Cosmax and Intercos for production, focusing on exquisite refinement of packaging materials and skin feel.
Brand Highlights
- Key OEM Manufacturers: Cosmax, Intercos
- Core Products: Airy Loose Powder, Carved Lipstick, Concentric Lock Lipstick, Makeup Remover Wipes
- Success Factors: Oriental aesthetic design, strong endorsement by Li Jiaqi, premium positioning
5.LACOSEIS
LACOSEIS is a private label skincare brand positioned as high-end body SPA care. Its core concept is to bring professional SPA experiences home. Rooted in German technology and operated as a Sino-German joint venture, the brand focuses on living cell anti-aging technology. Its star products include Rejuvenating Cream, Soothing Cream and Revitalizing Cream. It partners with DESIFINE, an OEM manufacturer with solid German technological expertise, which provides full services from R&D to production. The brand has successfully turned the concept of cellular anti-aging from lab research into market-ready products.
Brand Highlights
- Key OEM Manufacturer: DESIFINE
- Core Products: Rejuvenating Cream, Soothing Cream, Revitalizing Cream
- Success Factors: German technology endorsement, body SPA positioning, living cell anti-aging concept
6.CHANDO
Chando was founded in 2001 and is the flagship private label skincare brand under Jala Group. It targets the mass consumer market with a comprehensive product portfolio, including the Snow Essence Series and Glacier Water Series. Boasting affordable pricing and extensive channel coverage, its products can be found in beauty stores across nearly every county. The brand mainly cooperates with Cosmax and Nox Bellcure for OEM production.
Brand Highlights
- Key OEM Manufacturers: Cosmax, Nox Bellcure
- Core Products: Snow Essence Series, Glacier Water Series, Himalaya Facial Mask
- Success Factors: Omnichannel coverage, mass-market pricing, Himalayan botanical brand story
7.One Leaf
One Leaf rose to fame in 2014 with the concept of “fresh plant skincare”. It initially focused on facial masks, and later gradually expanded its product line to serums, lotions and toners. Its primary OEM partner is Nox Bellcure, the undisputed leader in domestic facial mask manufacturing. Positioning masks as fast-moving consumer goods, One Leaf launches new products frequently, rolls out numerous co-branded items and features stylish packaging, winning over a large number of young consumers.
Brand Highlights
- Key OEM Manufacturers: Nox Bellcure, Cosmax
- Core Products: Plant Enzyme Facial Mask, Cherry Blossom Facial Mask, Late Night Repair Serum
- Success Factors: Botanical concept, frequent new mask launches, celebrity endorsement
8.Little Dream Garden
Bamuhuatian started out with handmade soaps in 2010 and later shifted its focus to body care. Its body scrubs, hand masks and foot masks have long topped rankings in corresponding categories on Tmall. The brand mainly works with Zhongshan Zhongyan and Guangzhou Liyanzhuang for OEM production. The success of Bamuhuatian offers a valuable lesson: instead of competing head-on with major brands in facial care, you can explore niche segments like body and hand care where competition is less intense.
Brand Highlights
- Key OEM Manufacturers: Zhongshan Zhongyan, Guangzhou Liyanzhuang
- Core Products: Body Scrub, Niacinamide Hand Mask, Foot Mask, Moisturizing Hand Cream
- Success Factors: Niche body care track, transparent ingredient labeling, short video marketing
9.BENBEN
Chuben was founded in 2015 and saw sluggish growth in its early years. In 2019, its cleansing oil became a viral hit across live-streaming rooms, popularizing the concept of “nourishing skin with oil”. The brand mainly partners with Cosmax and Zhongshan Zhongyan for manufacturing. Chuben sets a good example for private label skincare brands: a single star product can define a brand. Perfect one or two core items, and high repurchase rates will follow naturally.
Brand Highlights
- Key OEM Manufacturers: Cosmax, Zhongshan Zhongyan
- Core Products: Joyful Cleansing Oil, Forest Breeze Cleansing Oil, Pure Nourishing Facial Oil
- Success Factors: Dominance in cleansing oil segment, skin nourishment with oil concept, viral popularity via Li Jiaqi’s live streams
10.TNBE
Teben was founded in 2012 and has always adhered to the philosophy of “gentle yet effective formulas, transparent ingredients and minimalist packaging”. It runs no advertisements and features no brand ambassadors, amassing millions of loyal customers purely by word of mouth. The brand mainly cooperates with Cosmax and Guangzhou Gelan for production. Teben proves that building a private label skincare brand does not necessarily require heavy marketing investment. Deliver quality products at reasonable prices, and time will reward you.
Brand Highlights
- Key OEM Manufacturers: Cosmax, Guangzhou Gelan
- Core Products: Soothing & Repair Series, Sensitive Skin Repair Series, Facial Cleanser
- Success Factors: Formulas tailored for ingredient-focused consumers, ultimate cost performance, word-of-mouth growth with zero advertising
Summary
These ten private skincare brands have adopted vastly different development strategies. Perfect Diary and Florasis stood out with frequent new product launches and exquisite product design. Winona took a professional dermatological approach. Proya staged a remarkable turnaround by capitalizing on the ingredient skincare trend. LACOSEIS delivers high-end body SPA care supported by German technology. Bamuhuatian and Chuben have become leaders with signature products in niche markets, while Teben achieved steady growth purely through word of mouth.
They share one thing in common: all have leveraged the advantages of China’s OEM manufacturing. Without building their own factories, they are able to deliver products on par with international premium brands in quality.
If you plan to launch your own skincare brand, feel free to get in touch. Discuss your brand vision with our team, and we will assist you throughout the whole process — from manufacturer matching and formula development to regulatory filing.
