| Category | Cleansing |
| Founded | 2016 |
| Headquarters | Shanghai |
| Listing | Private |
| Latest revenue | No published financials |
| Hero SKUs | Effortless Cleansing Oil |
Brand History
Founded in Shanghai in 2016, Zhuben is one of the few domestic brands built exclusively around cleansing. Its premise: Chinese consumers learned to remove makeup with micellar water and cotton pads, while the gentler method is oil-dissolves-oil. The brand entered with plant-oil formulas emphasising barrier-friendly cleansing and extended the idea into balms and cleansers.
The Effortless Cleansing Oil became its breakout SKU, building word of mouth on transparent ingredients and emulsification, and has ranked near the top of Tmall's cleansing category for several years. Distribution runs mainly through Tmall and Douyin self-broadcast, with offline placement in multibrand beauty stores. The brand is private and discloses no revenue, though its share of mind in cleansing is among the strongest domestically.
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 category rankings and channels.
Source：Brand and media information (no audited data)
Company Coverage
- 2025-10Cleansing rank holds
The cleansing oil remains near the top of Tmall's category as the brand sticks to a single-SKU strategy.
Source：Platform ranking - 2025-06Offline multibrand expansion
Entry into beauty chains and some supermarkets adds trial scenarios.
Source：Trade media - 2024-11Cleansing balm launched
A solid format for travel.
Source：Brand
Observation: Zhuben is a textbook single-category, single-mind brand; its cleansing oil shows a mature category can be redone through formulation experience. But the ceiling is clear: cleansing is low-frequency and low-ticket, so further growth means extending into cleansers or sunscreen, or raising prices — both dilute the 'cleansing specialist' position.