Camel Expands Into Beauty—Bringing Outdoor Expertise to Skincare

From technical jackets to beauty products, Camel—China’s top outdoor apparel brand on e-commerce platforms—is expanding its reach once again. Known for its well-designed, affordable outdoor gear, the brand has quietly built a massive following, with one in four visitors at top travel destinations sporting a Camel jacket. Now, Camel is bringing its outdoor expertise to skincare with the launch of its own beauty line.

The brand soft-launched its beauty division in November 2024 through a WeChat account, before announcing a “Professional Sun Protection Report” initiative in January 2024. On February 26, Camel made its official debut in the beauty industry at the 2025 CIE Beauty Expo.

According to Feng Chengcheng, Head of Camel Beauty, the company’s research in 2021 revealed a key pain point: 72.3% of outdoor enthusiasts struggled with skincare products failing in extreme environments.

This insight led to the establishment of a dedicated beauty division in 2023, followed by small-scale sunscreen product tests on Tmall later that year.

Today, Camel Beauty offers a range of outdoor-focused skincare solutions, including sunscreen sprays, sun creams, moisturizers, insect repellents, and antiperspirants—all designed to combat photoaging and environmental stressors. Unlike brands treating beauty as a mere outdoor accessory, Camel is seriously investing in skincare innovation.

On Xiaohongshu the brand introduced its new “Outdoor Cream” with a playful tagline: “A skincare expert in the outdoor world, and an outdoor expert in the skincare world.”

On social media, Camel Beauty clearly segments its sun care products by skin type and activity, offering specialized solutions for sensitive skin, dry/combination, oily/combination, sports/swimming, and all skin types—with 10 sunscreen variations available.

Staying true to its affordable yet high-performance positioning, Camel Beauty sits between global luxury brands and local mass-market offerings. Its 250g moisturizing body cream retails for ¥58, while its 150ml outdoor sunscreen spray is priced at ¥99.

While sunscreen remains a fiercely competitive category, the rise of outdoor sports is driving fresh demand for high-SPF protection. Having spent over a decade establishing itself as China’s go-to outdoor brand, Camel Beauty naturally carries built-in credibility when it comes to functional skincare.

Currently, Camel Beauty is available across major e-commerce platforms—Tmall, JD.com, Pinduoduo, Douyin, and Xiaohongshu—while also rolling out dedicated beauty sections in 200+ Camel retail stores nationwide.

With wide accessibility supporting its initial growth, the real question will be whether Camel can drive repeat purchases—something only time will tell.