Recently, CHAILEEDO learned that two skincare brands under Hangzhou Meitian Cosmetics Co., Ltd. (“Hangzhou Meitian”)—APRUMU and BLACKLABO—have announced store closures via their official Xiaohongshu accounts.
In APRUMU’s closure notice, the brand stated: “Due to adjustments in company planning, the store will temporarily close and there will be no further product launches. As we still have a considerable amount of inventory, we will begin a clearance sale during the closure period, and orders will continue to be fulfilled as usual until stock runs out.”
BLACKLABO wrote: “Thank you for your support and companionship over the past ten years. Since launching our clearance sale on Xiaohongshu, we unexpectedly received a lot of traffic, and many people urged us to resume production and not close the store. However, the costs are too high, and we don’t want to raise prices, so we have no choice but to close. Once the stock is sold out, the store will be shut down.”
In response to this news, CHAILEEDO contacted customer service representatives for both brands via their Xiaohongshu shops.
APRUMU’s customer service confirmed: “We’ll close the store once all inventory is cleared.” When asked for the reason, the rep simply replied: “It’s the boss’s decision.”
BLACKLABO’s customer service told CHAILEEDO: “The clearance sale and production halt are real. We have four large warehouses with too many SKUs, and the inventory pressure is too great, so we plan to sell products like hand creams and serums at very low prices. Once sold out, production will stop.”
However, regarding the store closure, the rep clarified: “It’s the product lines that are being discontinued, not the brand. Since we don’t have much budget for paid traffic, we’re using keywords like ‘clearance’ and ‘store closure’ as a way to stay afloat. We won’t actually shut the store down until all warehouse stock is gone.”
Public records show that Hangzhou Meitian was founded in 2020 and its business scope includes e-commerce, cosmetics wholesale, and sales of daily goods.
It’s understood that between 2017 and 2018, Hangzhou Meitian acquired trademarks for “BLACKLABO,” “APRUMU,” and other personal care categories. Between 2020 and 2024, the company also registered several more related trademarks.
According to the Cosmetics Supervision App, Hangzhou Meitian has registered nearly 30 cosmetic products, including items from the APRUMU and BLACKLABO brands. However, only four BLACKLABO products currently have active registrations—most others are listed as “cancelled.”
APRUMU is positioned as a functional skincare brand targeting real skin issues in young consumers, with product categories including serums, lip balms, and masks, priced from tens to several hundred yuan.
It joined Xiaohongshu in 2022 and currently has over 3,000 followers. Its store lists only 6 product links, all priced at a clearance rate of 9.1 yuan.
On Tmall, APRUMU’s flagship store has 5,700+ followers and 7 products listed at original prices. Its best-selling item is the “APRUMU Green Acne Serum” at 59 yuan for 15ml, with over 7,000 units sold.
BLACKLABO is positioned as an anti-aging skincare brand, offering serums, toners, masks, and cleansing balms, also priced from tens to several hundred yuan.
Its Xiaohongshu account has 12,000 followers and features 10 products, all priced at a clearance rate of 19 yuan. The best-selling product, “BLACKLABO Black Bee Base Serum,” has sold over 9,000 units.
On Tmall, its flagship store has 17,000 followers and 12 product links at original prices. The top-selling item is the “BLACKLABO Amino Acid Facial Cleanser,” priced at 69 yuan for 185ml, with over 10,000 historical sales.
