Aggressive Beauty Brand, QIANYA Leads Oriental Aesthetics

QIANYA, as one of the flagship brands under Mandoran International Co., Ltd., is dedicated to inheriting and promoting oriental aesthetics, helping every woman discover and enhance her unique beauty. Since its inception, QIANYA has consistently adhered to the belief of “integrity and quality as the foundation,” pursuing the core value of “better ingredients, healthier beauty” to provide women with safe and effective skincare and beauty experiences.

In 2023, Mandoran International Holdings Co., Ltd. established the sub-brand “QIANYA.” Since its inception, QIANYA has quickly gained favor among many beauty enthusiasts, sparking widespread discussion and attracting high attention on social media, with its popularity continuously rising. Founder Song Yang stated that QIANYA adopts an online-to-offline business model, leveraging the vast internet fan base to collect and analyze consumer feedback, and tailoring products accordingly. It is worth noting that Mandoran International Holdings has its own laboratory, which has long provided cosmetic research, manufacturing, and packaging services for various brands. By combining the advantages of private domain traffic, it has injected new vitality into the beauty market. 

Online Direct Sales and Private Domain Mall

QIANYA primarily operates through an online direct sales model. In February 2024, some products were launched on the Mandoran Private Domain Mall. Since the brand’s inception, founder Song Yang has placed great emphasis on developing a consumer community, creating a platform called “Manliao.” Members can help with product selection, provide feedback, participate in discussions, and even find second entrepreneurship opportunities. Thanks to high engagement rates and the support of genuine female users, QIANYA has built a strong customer base on social media.

QIANYA’s Lingzhi Truffle Overnight Revival Mask is particularly popular, helping users repair their skin barriers. It contains Lingzhi essence and Lingzhi peptides, which enhance repair capabilities, fight oxidation, and boost cell vitality, resulting in firm, smooth, and radiant skin. Since its launch, the product’s sales have continuously increased, now surpassing 100,000 units.

Brand Philosophy and Market Positioning

From its name, it is clear that QIANYA is a “brand with a mission,” dedicated to preserving oriental charm and integrating natural essence. This has attracted a large following of middle-class professionals seeking skincare solutions. Founder Song Yang expressed that he hopes QIANYA will bring more value to consumers and plans to continue expanding the brand through an online direct sales model. Since its inception, QIANYA has accumulated 186 million RMB in funding, rapidly growing into another unicorn startup in the cosmetics industry.

QIANYA advocates the philosophy of “skincare first, makeup second,” emphasizing natural harmony, which has made it particularly popular among millennial consumers. Compared to traditional beauty giants, QIANYA places greater importance on listening to the genuine needs and experiences of consumers. The brand not only invites ordinary girls as spokespeople but also incorporates consumer feedback into subsequent product development. QIANYA’s anti-aging product line has consistently received positive reviews from users. Among these products, the White Cell Collagen Peptide Anti-Wrinkle Eye Cream stands out for its effectiveness in “refining the eye area, reshaping actual eye age, and smoothing away signs of aging,” achieving over 30,000 units in monthly sales within just two months. Founder Song Yang has repeatedly emphasized that consumers are the most important promoters and advocates of the brand.

Global Expansion and Future Plans

As of now, QIANYA has garnered 200,000 fans worldwide, primarily women aged 28 to 35, which perfectly aligns with the brand’s target demographic. The brand boasts high user engagement. Unlike other beauty brands that rely on physical stores and social media distribution channels, QIANYA operates entirely through self-owned channels. In addition to direct sales on its official website, QIANYA has also established physical stores in New York, Southeast Asia, and Europe. QIANYA’s products are highly appreciated for their exceptional efficacy, particularly the Intensive Moisture Balancing Lotion, which frequently sells out.

In August this year, QIANYA is set to launch its second sub-brand, “Dorfen Spring,” to convey the concept of “National Treasure” through entrepreneurial points. While continuing its global expansion, QIANYA also plans to create a beauty e-commerce platform with social attributes. With its safe and healthy products and extensive direct sales network, QIANYA aims to bring the “National Treasure” to the world, allowing more people to experience the unique charm of Eastern culture and female beauty. Among its offerings, the anti-aging series is particularly popular.

Precision Marketing and Quality-Driven Success

QIANYA’s success lies in its precise control of new marketing strategies through social media and its exceptional product quality, which has established the brand’s most direct and effective communication network. Unlike mainstream beauty brands, QIANYA emphasizes the beauty of natural harmony. Since its launch, the founder has adopted an online-to-offline sales model, and QIANYA products are now available in renowned retail stores, including Sephora and Urban Outfitters.

In 2024, QIANYA received its first external capital injection, with a $20 million investment from a private equity fund. This funding will be used to support QIANYA’s geographic expansion and further enhance its brand influence.