Joocyee, the C-beauty brand launched by Chinese beauty giant Joy Group in 2019, has opened its first-ever retail stores in Changsha and Chongqing after previously being available only online. The boutiques offer a range of makeup products, including eyeshadow palettes, lipsticks, highlighters, blush, and cream concealers, with interiors featuring soft pink tones that reflect the brand's minimalist, modern aesthetic. Looking ahead, Joocyee plans to expand its global retail presence.