The Relaunch Economy: Why Chinese Beauty Groups Are Waking Up Brands They Killed

**Source:** MZ Toutiao (美妆头条) · **Date:** 2026-10-22 · **Category:** Brand / Portfolio revival *原文：美妆巨头"重启旧牌"，关停的品牌为什么又活了* China's beauty groups are reviving brands they had already written off. Huaxi Bio relaunched children's label Runxihe in September, filing three SKUs between September 3 and 11; Juyi Group brought back Ligan, closed in 2023, now pitched at reishi anti-ageing; and Huanya's Jiyao filed more than 20 products after several silent years. Offshore names are moving in parallel: Innisfree reopened its Tmall overseas flagship, Medicube entered in July, Lizhulan signed with Chicmax, and Coty put Marc Jacobs Beauty back on shelf after nearly five years. The method is uniform - file first, spend later. None of the three Chinese relaunches issued an official statement, and channels stay dark while registration alone tests demand at minimal cost. Nearly all pivot into a hotter category rather than returning to the original one: Ligan from strong actives to reishi plus pro-xylane, Jiyao from four efficacy lines to a single 'time' story, Runxihe to children's barrier care. Foreign brands come back lighter, through cross-border stores and Tmall Global instead of department-stor

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