Today (March 6), China’s leading cosmetics company Chicmax released a positive profit alert.
According to the announcement, for the full year ending December 31, 2025, Chicmax’s annual revenue is expected to reach RMB 9.1–9.2 billion, representing a year-on-year increase of 34%–35.4%. Net profit is projected at RMB 1.14–1.16 billion, up 41.9%–44.4% year-on-year, demonstrating a strong high-growth momentum.
The company stated that the growth in both revenue and net profit was mainly driven by its multi-brand and multi-category strategy. In particular, continued revenue growth from its science-based anti-aging skincare brand Kans , as well as a significant year-on-year increase in revenue from Chinese baby and children’s functional skincare brand newpage, were key contributors.
Specifically, in 2025, Chicmax leveraged its multi-brand expansion model to achieve full-category coverage, spanning all cosmetic usage scenarios and maintaining strong growth momentum.
In the skincare segment, Kans continued to rank No.1 in beauty on Douyin. Product lines such as the “Red & White Waist” series maintained robust growth thanks to stable quality and strong consumer reputation, with the “Red Waist” series surpassing 18.1 million units in cumulative sales. At the same time, the brand actively launched breakthrough hero product lines centered on ingredients such as X-peptides and Pro-xylane, deepening its presence in the skincare market and steadily advancing toward becoming a “full-category beauty brand” covering skincare, makeup, men’s grooming, and hair & body care.
In the maternal and baby skincare segment, newpage, Red Elephant, and Anpanman worked in synergy to cover diverse usage scenarios, building a comprehensive product portfolio in this category.
As the group’s second growth engine, newpage sustained strong momentum in 2025. The brand targets the full age range from 0 to 18, filling a gap in the industry for skincare during later stages of children’s development. It has also reinforced its core “medical-research co-creation” capability—leveraging years of clinical experience to achieve end-to-end independent innovation from raw material development to product R&D, effectively implementing a full “clinic-to-research” pipeline.
Meanwhile, both established and emerging brands in the maternal and baby segment, such as Red Elephant and Anpanman, have progressed steadily, forming a solid, multi-tiered brand matrix and gradually enhancing overall brand value. In addition, the group’s brand Anminyou has precisely entered the sensitive-skin functional skincare segment. Backed by its core ingredient “Artemisia annua oil AN+,” it shows strong potential for high-quality growth.
In the hair and body care segment, Chicmax has launched multiple brands to expand its market boundaries. For example, Jifang targets the mid-to-high-end segment and differentiates itself with a “hair follicle anti-hair-loss” positioning, achieving precise consumer targeting through a distinct brand identity and strong product efficacy. In the color cosmetics segment, Kans’ makeup line continues to grow, while the new brand NAN beauty is developing steadily, supported by precise market positioning and a differentiated product portfolio
