Fragrance house

joocyee

Founded in Shanghai in 2019 as part of Juyi Group, Joocyee was created to address a perceived gap between mainstream Chinese makeup and imported products, with products tailored to Chinese women’s skin tones, skin types, facial structures, and climate. It developed as Juyi’s more mature and premium-positioned counterpart to Judydoll, whose image was described as cute, colorful, and playful. Joocyee presents its approach as “designer makeup,” combining practical customization with romantic aesthetics and drawing on different themes for inspiration. Its public identity centers on a modern, independent, free, romantic, and chic style for urban Asian or Chinese women, summarized in the brand’s current statement as “Chic. Romantic. Free.” Co-founder Hu Huan helped shape this positioning as product and brand lead. Ownership was unsettled during a 2021 restructuring, when public records temporarily showed the parent company as wholly owned by General Atlantic Singapore; the company described that change as an intermediate step. General Atlantic exited in September 2022, after which control was held by Juyi Hong Kong and Juyi Singapore.