| Category | Mass Skincare |
| Founded | 2002 |
| Headquarters | Shanghai |
| Listing | Listed via parent Chicmax · 02145.HK (Dec 2022) |
| Latest revenue | FY2025 brand revenue RMB 7.36bn; parent Chicmax RMB 9.18bn |
| Hero SKUs | Red Waist Serum Set / White Waist Range |
Brand History
Kans was founded in 2002 by Lu Yixiong under Chicmax. It started in TV shopping and CS channels, then rode variety-show sponsorships and celebrity endorsements into the domestic top tier, while drawing criticism for being marketing-heavy and product-light; Chicmax revenue sank to RMB 2.68bn in 2022.
The turnaround came in 2023, when Chicmax put its resources behind Douyin: short-drama placements to buy attention cheaply and brand self-broadcast to convert, with sets priced at RMB 200-300. Group revenue rose from RMB 4.19bn in 2023 to RMB 6.79bn in 2024 and RMB 9.18bn in 2025 (+35.12%), with Kans alone at RMB 7.36bn — the fastest-growing major domestic brand.
Hero Products
Three-Year Financials
| Year | Revenue (RMB bn) | YoY | Net profit (RMB bn) |
|---|---|---|---|
| 2023 | 41.91 | — | — |
| 2024 | 67.93 | +62.1% | — |
| 2025 | 91.78 | +35.12% | 超 11 |
Brand-level：Kans generated RMB 7.36bn in 2025, about 80% of group revenue and the second-largest domestic beauty brand; One Leaf and newpage make up most of the rest.
Source：Chicmax annual reports 2023-2025; C2CC brand ranking
Company Coverage
- 2026-03Chicmax FY2025: RMB 9.18bn revenue, +35.12%
Kans alone at RMB 7.36bn, about 80% of the group; the short-drama playbook is heading overseas.
Source：Annual report - 2025-11Top beauty brand on Douyin Double 11
Self-broadcast drove most sales, with set AOV above RMB 300.
Source：Platform ranking - 2025-07Short-drama marketing reaches v3.0
From placement to bespoke dramas and brand theatres, cutting acquisition cost.
Source：Trade media
Observation: Kans compressed the attention-to-conversion chain with short dramas plus self-broadcast, the most effective growth model of 2023-2025. But it is highly replicable: any shift in platform traffic allocation or drama costs would stall growth. Chicmax's real test is turning hits like Red Waist into brand equity — making consumers remember Kans, not a particular drama.