Another celebrity ventures into beauty: Zhao Lusi launches Rose Amigo

What happened Outside Zhao Lusi’s “Stay Romantic” concert in Macau on July 11 and 12, fans queued at a sampling machine to collect a purple lip mask printed with the actress’ image. The product was not linked to her many beauty endorsements. It was the first public appearance of Rose Amigo, Zhao’s own beauty brand. Unveiled on July 11, Rose Amigo distributed the concert-exclusive “Pink Radiance Mask” to attendees before its reported commercial launch in August. The brand has since opened official accounts on WeChat, Xiahongshu (also known as RedNote), and Douyin, while its first registered product, a brightening face-and-neck mask, points to a broader skincare business already taking shape. Zhao owns 90% of Chengdu Maning Enterprise Management, the company that applied for the Rose Amigo trademark. The structure makes it an independently controlled venture rather than a celebrity licensing agreement. “Rose” draws from Zhao’s English name, Rosy, while “Amigo,” Spanish for friend, supports the brand’s promise to become an “emotional skincare companion” centered on plant extracts and self-acceptance. Jing Take Rose Amigo places Zhao among a growing group of Chinese celebrities moving from paid endorsements into brand ownership. Her commercial appeal is already well established. Zhao has more than 50 million followers on Douyin and over 20 million on Xiaohongshu, with women aged 18-34 forming the core of her audience. Her endorsement for Pechoin generated 48 million RMB ($7 million) in sales across channels within three days, while products linked to her Charlotte Tilbury appointment recorded 8.62 million RMB ($1.27 million) in transactions within 12 hours. Her lifestyle label RDD has also achieved monthly sales of several million RMB for individual products on Douyin. This audience should give Rose Amigo a head start. The harder job is converting fan purchases into repeat skincare consumption. Neck care offers a strategic entry point Launching with a face-and-neck mask gives the brand room to stand apart from crowded facial skincare and colour cosmetics categories. Neck care sales on Douyin rose 460% YoY in 2025, while sales volumes increased 591% YoY, according to Youmi Data. Moojing data also showed neck care sales exceeding 650 million RMB ($96 million) in the first nine months of 2025, up more than 66%. Neck masks grew 70.31%, faster than neck creams, although demand became heavily concentrated in the entry-level segment. Products priced below 103 RMB ($15.2) accounted for more than 90% of sales volume by September. A combined face-and-neck product avoids the narrow ceiling of a pure neck mask while keeping consumer education relatively simple. Masks are also inexpensive to manufacture, visually suited to social media and capable of supporting frequent product trials. Product performance must replace celebrity novelty Rose Amigo’s current formula relies on familiar ingredients rather than proprietary technology. Its emotional skincare positioning may attract attention, but it will need consistent product results, stable quality and a stronger reason to repurchase. Fan Beauty offers the most relevant domestic precedent. Its sea-grape mask sold 1.2 million sheets in its first month and later reached cumulative sales of 400 million sheets, helping the company move beyond Fan Bingbing’s fan base. Rose Amigo can generate launch-day demand. Building a lasting beauty company will depend on whether consumers eventually buy the products without needing Zhao’s image on the packaging. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

Another celeb ventures into beauty: Zhao Lusi launches Rose Amigo

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Another celeb ventures into beauty: Zhao Lusi launches Rose Amigo

How Bottega Veneta weaved China’s forever it bag