On July 21, 2025, Chinese beauty brand JOOCYEE launched its first overseas offline flagship store at Wisma Atria shopping mall on Orchard Road, a landmark commercial area in Singapore. Since entering the Singapore market in October 2024, JOOCYEE has established a presence in 24 major offline retail outlets and several online platforms. The new store will help deepen JOOCYEE’s footprint in Singapore.
Founded in 2019, JOOCYEE is a beauty brand under Shanghai Juyi Cosmetics Co., Ltd. offering products including lip gloss, lipstick, eyeshadow, blush, and concealer. In 2024, JOOCYEE served over 7 million consumers in China and sold more than 16 million lip products annually. Since JuYi Group launched its brand plan in 2021, JOOCYEE has actively expanded overseas to connect and serve local consumers more directly. By February 2023, JOOCYEE had opened over 600 overseas stores in countries like Japan and Canada. In 2024, the brand performed well in South Korea and entered the Singapore market the same year.
Several factors influenced JOOCYEE’s choice to open its first overseas offline store in Singapore. As a key fashion and beauty hub in Southeast Asia, Singapore has a mature and diverse consumer market. Its consumers are open to emerging beauty brands and highly demand quality and design, aligning well with JOOCYEE’s brand positioning. Additionally, Singapore’s developed retail industry and strategic location allow JOOCYEE to use it as a base to expand across Southeast Asia and the wider Asian market. The brand’s strong performance in Singapore’s online and other offline channels has built solid popularity and reputation, laying a solid foundation for the new flagship store.