| Category | Color Cosmetics |
| Founded | 2020 |
| Headquarters | Shanghai |
| Listing | Private (part of JOY Group); no financials disclosed |
| Latest revenue | No published financials |
| Hero SKUs | Glossy Lip Tint / Cream Blush |
Brand History
Launched by JOY Group in 2020, Joocyee pairs with Judydoll as a mid-market counterpart. It is positioned as more grown-up than its sister: rather than chasing student volume, it centres on 'mood' makeup with an emphasis on texture, packaging and colour sophistication, priced RMB 60-150 between mass and counter brands.
Lips and blush are its strengths, with the glossy lip tint and cream blush as signatures, drawing traffic through makeup tutorials and swatch content on social platforms. Distribution runs through Tmall and Douyin plus offline multibrand beauty stores. Neither the brand nor JOY Group publishes financials, so revenue and volumes cannot be verified.
Hero Products
Three-Year Financials
Neither the brand nor its parent publishes audited annual financials; no estimates are provided.
Brand-level：Revenue and volumes are not disclosed; public information covers products and channels.
Source：Brand and media information (no audited data)
Company Coverage
- 2025-10Lip line extended
Lip mud and lipstick added alongside the tint to cover different textures.
Source：Brand - 2025-06Offline multibrand coverage rises
More beauty chains add swatch-testing scenarios.
Source：Trade media - 2024-09Artist collaboration
A capsule series sharpening visual identity.
Source：Brand
Observation: Joocyee sits in the most awkward price band — unable to match Maogeping's professional endorsement above, nor Judydoll's extreme value below. Its opportunity lies in makeup style: if it can own a particular look the way Japanese brands do, it escapes price comparison; otherwise it risks being squeezed from both sides.