| Category | Masks |
| Founded | 2007 |
| Headquarters | Guangzhou |
| Listing | Private |
| Latest revenue | No audited financials disclosed |
| Hero SKUs | Mung Bean Mud Mask |
Brand History
Founded in Guangzhou in 2007, Mask Family is one of China's earliest scaled mask brands. It turned a single sheet into countable volume: category fame built on the mung bean mud mask, mass pricing under RMB 10 a piece, and national penetration via Taobao, Watsons and TV ads in the early 2010s, with annual sales once counted in hundreds of millions of pieces.
The category's price war displaced it. After 2020, white-label masks fell below RMB 3 a piece while clinical masks (device-registered, recombinant collagen) pushed above RMB 15, squeezing the middle ground the brand occupied. Extensions into body care, scalp care and clinical lines followed, but the brand's mind remains 'cheap, generous masks'. For a brand that once nationalised the category, rediscovering a growth formula in a stock market is now its biggest task.
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. Press reports have cited annual mask sales in the hundreds of millions of pieces, anchored by e-commerce and CS channels.
Source：Brand materials; trade press
Company Coverage
- 2025-10Mask category polarises
Growth concentrates at clinical and ultra-cheap ends, squeezing mid-market.
Source：Trade media - 2025-06Discount channels
Entry into bulk-retail and discount formats.
Source：Press reports - 2024-12Body-care extension
Scrubs and lotions open new occasions.
Source：Brand updates
Editor's note: Mask Family is the standard case of a category pioneer being marginalised by price wars. Its name is still a category memory — valuable — but the money now flows to both ends: registered clinical masks and RMB 3 white labels. A middle brand must go up into efficacy or down into supply chain; standing still is the most expensive option.