| Category | Colour Cosmetics |
| Founded | 2011 |
| Headquarters | Shanghai |
| Listing | Private (Shanghai Chioture Cosmetics) |
| Latest revenue | No audited financials disclosed |
| Hero SKUs | Water Glow Lip Tint |
Brand History
Founded in 2011 and based in Shanghai, Chioture was among the first Chinese colour-cosmetics brands to grow out of Taobao. Rather than spreading across every category, it concentrated on lips: tints, lip muds and lipsticks form the core, using saturated shades and rapid drops to capture students and first-jobbers aged 18-25.
Visually it favours hot pinks, purples and blues, deliberately apart from the 'national style' narrative of its peers. Distribution moved in three waves — Taobao store, Tmall flagship, then Douyin livestreams and creator distribution — while the product logic stayed constant: many shades, low unit price, sets that are easy to bundle. As Chinese colour cosmetics entered a price war and consolidated around leaders, Chioture's problem is that lip colour carries little technical moat: it must keep novelty alive through collaborations and content while being squeezed by both international masstige and new white-label challengers.
Hero Products
Three-Year Financials
Neither the brand nor its parent publishes audited annual financials; no estimates are provided.
Brand-level：Revenue is not public. Third-party e-commerce rankings consistently place Chioture among the leading domestic lip-colour brands, with lip tints and lip mud as the core categories and a price band of roughly RMB 30-80.
Source：Official brand store; public Tmall and Douyin rankings; trade press
Company Coverage
- 2025-11Lip price war continues
Mainstream tint prices slide further, squeezing unit margins.
Source：E-commerce trade media - 2025-06Douyin self-broadcast leads
Brand livestreams and creator distribution replace search as the launch channel.
Source：Trade media - 2024-12Domestic makeup consolidates
Leaders take share as smaller colour brands exit faster.
Source：Trade media
Editor's note: Chioture is the textbook 'single category, fast drops' model — short decision chains and cheap experimentation, but no memorable technology story. Once suppliers flatten shade differentiation, all that is left to sell is content and price, and neither is a moat.