Is Hua Zhixiao a Chinese product? Founder of Hua Zhixiao

Hua Zhi Xiao, a cosmetics brand, has been very popular recently. Each series of boxes they have released has received good reviews and feedback. Many friends are curious about the brand Hua Zhi Xiao. Let me introduce it to you.

Flower Knows is a domestically produced affordable cosmetics brand with a two-dimensional packaging. It is a brand created by an internet celebrity and focuses on practicality. Flower Knows' products are very suitable for Asians. For example, Flower Knows' highlighter can be used as an affordable alternative to Shiseido's WT905 highlighter.

The two founders of Huazhixiao Cosmetics are actually both men, one of whom is Yang Zifeng. As a representative of the fashion industry, he was born in the 1990s and defines Huazhixiao as the "national girl cosmetics brand". In his philosophy, easy-to-use products are the key and original design is the core.

The brand is not unfamiliar to young people. According to Yang Zifeng, the main user age range of the product is 15 to 25 years old, accounting for 70%; users aged 25 to 35 may account for about 30%. "The reason for the different age gradients is that women have a girlish heart to a certain extent."

Hua Zhixiao focuses on the three major platforms of Weibo, Bilibili, and Xiaohongshu, and uses the visual impact of pictures, texts, and videos to continuously strengthen brand awareness. Hua Zhixiao has a strong advantage in these aspects and can quickly occupy the hot spots in the makeup area during the new product launch period.

Take Huazhixiao's Unicorn series this year as an example. The products use unicorns as visual design elements and include 6 glossy lip glazes, 4 five-color eyeshadows, 6 relief blushes and a silky mist powder. The sales volume exceeded 4 million on the day of listing. Other series include the Little Angel series, the Cat's Paw Brush series, and the Teddy Bear series newly launched on Double Eleven.

Hua Zhixiao's audience tends to be young people in first- and second-tier cities, who are more interested in product originality and design. In terms of age, 70% are aged 15-25, and 30% are aged 25-35. In terms of pricing, the price of Hua Zhixiao's products is less than RMB 100, with an average price of RMB 60-70, and there are differences in pricing for different series.

I personally feel that their eyeshadows are OK now, the powder is good, and the glitter color will have some flying glitter. But the new white night and black day are too expensive. The four-color babycat palette is good, very daily. Teddy Bear pure matte is also good. The lipstick and lip gloss of Teddy Bear have a big color difference and are quite dry. It dries out a little bit, be careful. At the beginning, I thought the babycat palette was OK, so I continued to support it, not because of the packaging and the two owners. (I don’t think the packaging is particularly eye-catching, it’s just OK, and some are a little cheap) After receiving several products in the Teddy Bear series, I feel that it is just so-so. And the delivery is slow. I am waiting and watching now.