| Category | Men's Care |
| Founded | 1992 |
| Headquarters | Shanghai |
| Listing | Not separately listed; part of Shanghai Jahwa (600315.SH) |
| Latest revenue | Parent Shanghai Jahwa FY2025 revenue RMB 6.32bn, net profit RMB 268m |
| Hero SKUs | Oil-Control Face Wash / Men's Toner |
Brand History
Launched by Shanghai Jahwa in 1992, GF is one of China's earliest dedicated men's skincare brands. When it appeared, 'for men' barely existed as a concept domestically; GF built on oil control and freshness, entering through cleansers, toners and creams and seeding its first users in supermarkets and CS stores.
Over the following two decades the men's category grew from nothing, with international players such as L'Oreal Men and Nivea Men plus local challengers arriving. GF's edge was channel and price: Jahwa's supermarket network and RMB 30-120 pricing reached mass male consumers. Jahwa's 'four focuses' reform lifted 2025 group revenue to RMB 6.32bn with net profit of RMB 268m, returning to profit; GF's own revenue is not disclosed separately.
Hero Products
Three-Year Financials
| Year | Revenue (RMB bn) | YoY | Net profit (RMB bn) |
|---|---|---|---|
| 2023 | 65.98 | -7.2% | 5.00 |
| 2024 | 56.79 | -13.9% | 1.15 |
| 2025 | 63.17 | +11.25% | 2.68 |
Brand-level：Shanghai Jahwa does not break out GF. In 2025 it highlighted three hero SKUs from Herborist, Yuze and Liushen above RMB 100m GMV each; GF was not in the disclosure.
Source：Shanghai Jahwa annual reports 2023-2025
Company Coverage
- 2026-03Jahwa FY2025: RMB 6.32bn revenue, RMB 268m net profit
The 'four focuses' reform returned the group to profit; GF is not reported separately.
Source：Annual report - 2025-10Men's line goes online
The group's Douyin self-broadcast matrix adds content-led expression.
Source：Trade media - 2025-04Product refresh
Cleanser and toner reformulated for a balance of freshness and gentleness.
Source：Brand
Observation: GF's problem is not product but generational fracture — its core users are men over 30, while those in their twenties lean toward international men's brands or newer domestic labels. Jahwa's channel capability remains, but men's care needs a new content language; supermarket shelves alone will not reach younger consumers.