CHICMAX Bets on Nan Beauty

On August 15, CHICMAX officially unveiled its latest strategic venture: Nan Beauty, a professional makeup artist brand co-created with celebrity artist Chun Nan, set to launch next month. The brand marks CHICMAX’s first move into the artist-led cosmetics space—a once-niche, now fiercely competitive category.

The debut collection focuses on base makeup with five SKUs. All are scheduled to go live on Douyin on September 9, with Chun Nan himself hosting a livestream to drive launch momentum.

From naming conventions to launch strategy, it’s clear Nan Beauty is positioning itself as beginner-friendly pro beauty. The absence of tools, the product names like “Beginner Foundation,” and Chun Nan’s mantra—“Professional is my job, you just be beautiful”—all suggest a brand targeting consumers who want polished results with minimal effort.

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