AMORTALS (尔木萄) is a Chinese beauty brand established in 2014, widely recognised for its makeup tools including beauty sponges, powder puffs, makeup brushes, and cleansing cloths. The brand has since expanded into base makeup, colour cosmetics, and daily personal care products. Its philosophy centres on the slogan “美一天，都重要” (“Every day of beauty matters”), reflecting the belief that everyday routines deserve aesthetic attention.1 Unlike conventional cosmetics labels that launch with colour products, AMORTALS built its reputation through functional beauty tools before broadening its portfolio to include makeup and skincare-adjacent items. It positions itself as a design-oriented Chinese beauty brand offering practical products at accessible price points.2

Internationally, the brand operates under the name AMORTALS, while domestically it is known as 尔木萄 (Ěr Mù Táo). The international brand site attributes the name to Greek origins, associating it with the “Goddess of the Moon” to evoke gentle, refined beauty in daily life.3 In the Chinese market, the brand identity emphasises the connection between beauty, everyday living, and small moments of surprise rather than glamour or luxury alone. This approach is encapsulated in the concept of “惊喜美学” (surprise aesthetics), which posits that beauty exists within ordinary details and can be intentionally created through thoughtful products and experiences.4

2014: Foundation

AMORTALS was founded in 2014 with a product development philosophy tailored to Chinese consumers. The company’s original design principle, “从心出发，做好每一个产品” (“start from the heart and make every product well”), guided its early operations, though its initial focus was broader than the makeup tool specialisation it later adopted.5

2016: Strategic Shift Toward Beauty Tools

In 2016, AMORTALS refocused on the Chinese domestic market, relocating its brand operations and production lines back to China. Concurrently, it shifted its strategic direction from skincare towards beauty tools.6 Rather than entering saturated categories like lipstick or foundation, the brand developed expertise in utilitarian items such as makeup sponges, puffs, and cleansing materials.

2017: Expansion of Disposable Cleansing Products

The brand introduced non-woven facial cleansing towels and cotton pads in 2017, significantly expanding its consumer reach beyond niche beauty enthusiasts.6

2018: The Starry Sky Makeup Sponge

A pivotal moment occurred in 2018 with the launch of the Starry Sky Makeup Sponge (星空美妆蛋). This distinctive product garnered attention from celebrities and the wider market, facilitating AMORTALS’ transition from a niche label to a recognised beauty tools brand.7 During this period, the brand became associated with visually distinctive, collectible, and experience-oriented tools rather than merely inexpensive accessories.

2019: Entry into Colour Cosmetics

AMORTALS expanded into colour cosmetics in 2019, releasing mascara, loose powder, and primer. These products received endorsements from celebrities and beauty bloggers.8 By this stage, the brand’s ecosystem had evolved from beauty accessories to makeup tools and finally to makeup products, reversing the traditional industry trajectory.

2020–2022: Domestic Production and Brand Building

By 2020, AMORTALS confirmed that its brand and production were entirely based in China, earning recognition in various industry awards.6 The brand subsequently intensified its celebrity collaborations, appointing Zhang Yanqi (张颜齐) as spokesperson in 2021 and Bai Lu (白鹿) as beauty tools spokesperson in 2022.15 These partnerships helped reposition AMORTALS from a manufacturer of accessories to a recognisable consumer beauty brand.

2023–2024: Professional Positioning and Lifestyle Collaborations

In 2023, the Cotton Candy Puff (棉花糖粉扑) achieved significant commercial success, and the brand ranked among leading domestic players in the makeup tools category. It also launched a celebrity makeup artist collaboration programme and became the first beauty tools partner of Shanghai Fashion Week’s SIFS.16 In 2024, AMORTALS broadened its collaboration strategy to include partnerships with tea drink brand Chagee (霸王茶姬) and IP collaborations involving 不鸭, treating makeup tools as lifestyle and design products rather than purely functional objects.16

The core philosophy of AMORTALS is expressed in the slogan “美一天，都重要”, interpreted as “Every day of beauty matters.” This perspective rejects the notion that beauty products are reserved solely for special occasions, arguing instead that ordinary days and self-care routines hold intrinsic aesthetic value.9 The brand’s ethos rests on three pillars:

• Everyday beauty: Beauty is relevant to daily life, not just events or ceremonies.
• Small surprises: The “surprise aesthetics” concept integrates unexpected, pleasurable details into routine products.
• Practical creativity: Products must balance “人性” (human-centred practicality) with “灵性” (creative spirit), solving genuine problems while delivering delight.4

AMORTALS has developed a comprehensive range spanning tools, cosmetics, and personal care.

Makeup Tools

Makeup tools remain the brand’s core category, with specific specialisation in makeup sponges and powder puffs.3 The portfolio includes:

• Makeup sponges
• Powder puffs
• Makeup brushes and brush sets
• Specialised applicators
• Beauty tool sets

Base Makeup

The brand offers base makeup products including HD silk-matte loose powder, long-wear powder, primer, three-colour concealer palettes, and makeup removal items.5

Colour Cosmetics

Following its 2019 entry into the category, AMORTALS has expanded its colour cosmetics lineup beyond initial offerings like mascara.8

Cleansing and Daily Care

Disposable cleansing materials constitute a significant category, featuring facial cleansing towels, cotton pads, soft cleansing cloths, and other daily personal care goods.3

The makeup puff and sponge category best represents the AMORTALS brand. These products align strategically with the brand’s identity due to their functional clarity, affordability, replaceability, and customisability. Unlike premium cosmetics, tools have lower price barriers and allow for frequent repurchase. Their visual nature—encompassing shape, colour, texture, and packaging—makes them highly shareable on social media. Successes like the Starry Sky Sponge and Cotton Candy Puff demonstrate how AMORTALS transformed mundane accessories into recognisable consumer products with distinct personalities.7

AMORTALS employs a “听劝式研发” (consumer-feedback-driven) R&D model where users participate throughout the development process via testing and evaluation.10 This system comprises three components:

1. Consumer co-creation: Real users provide feedback during development.
2. Professional expertise: The core team includes graduates from top universities and experienced R&D professionals.11
3. Supply chain partnerships: Collaboration with professional laboratories, factories, and industry resources ensures technical capability.12

This approach results in a product-centric rather than celebrity-centric brand identity.

AMORTALS occupies a distinct space in the beauty market, positioned between mass-market generics and luxury houses. It combines Chinese manufacturing with international beauty standards, offering professional-level functionality without luxury pricing.13 This positioning appeals to consumers seeking products that are professionally adequate, financially accessible, and aesthetically engaging.

The brand’s design philosophy emphasises playfulness and novelty, frequently transforming functional objects into visually distinctive items. Examples include starry-sky sponges, cotton-candy-themed puffs, seasonal collections, and character IP collaborations.14 Unlike minimalist professional tool brands, AMORTALS designs products intended to be used, displayed, photographed, and shared.

AMORTALS utilises a multi-faceted marketing approach:

• Celebrity marketing: Partnerships with figures such as Zhang Yanqi and Bai Lu enhance brand visibility.15
• Beauty influencers: Bloggers and professional makeup artists drive product exposure, particularly for tools and cosmetics.16
• Fashion integration: The partnership with Shanghai Fashion Week’s SIFS reinforces professional credibility.16
• Cross-industry collaborations: Partnerships with brands like Chagee and various IPs provide familiar products with new visual narratives.16

AMORTALS has received numerous recognitions within the Chinese beauty industry from organisations and publications including 淘美妆商友会, 美伊大赏, CBE, 仪美尚, 唯品会, and 《新锐品牌价值榜》. The brand was repeatedly honoured in the makeup tools category and included in the New Brand Value Top 100 for consecutive years in 2022–2023.16 These accolades represent industry and brand awards reported by the company.

AMORTALS presents itself as a global beauty brand, having grown from a Chinese tools business into an international entity spanning makeup, tools, and self-care.3 Makeup tools offer a logical entry point for international expansion due to lower cultural barriers compared to shade-dependent cosmetics. This strategy leverages Chinese manufacturing and specialised tool expertise to establish affordable global distribution before introducing broader cosmetics portfolios.

Several factors differentiate AMORTALS from other Chinese beauty brands:

1. Tool-first reputation: Unlike brands launching with lipstick or skincare, AMORTALS built its identity on application tools.
2. Lifestyle transformation: Functional items like puffs are treated as design objects with collectible value.
3. Balanced philosophy: Products explicitly combine practicality with creative novelty.4
4. Feedback-driven R&D: The “听劝式研发” model prioritises actual user input and testing.10
5. Accessible quality: The brand competes on functional performance and value rather than luxury prestige.13

AMORTALS is sometimes discussed alongside Perfect Diary, but they are distinct entities. Perfect Diary, founded in 2017 by Yatsen Group, focuses primarily on colour cosmetics and skincare. AMORTALS, founded in 2014, established its reputation through beauty tools before expanding into cosmetics.6

While Perfect Diary emphasises beauty as self-expression, AMORTALS frames beauty as an enjoyable component of daily life. This distinction explains AMORTALS’ heavy investment in elevating ordinary tools like sponges and cleansing towels.

As of 2026, AMORTALS identifies as a Chinese beauty company centred on tools, base makeup, and everyday products with an increasingly international outlook.3 Its evolution follows a clear trajectory:

• 2014: Brand founded
• 2016: Strategic pivot to beauty tools
• 2017: Expansion into cleansing consumables
• 2018: Breakthrough with Starry Sky Makeup Sponge
• 2019: Entry into colour cosmetics
• 2020–2022: Industry recognition and celebrity marketing
• 2023: Professional fashion positioning
• 2024 onwards: Lifestyle collaborations and international expansion

AMORTALS is best understood as a Chinese beauty tools company that successfully evolved into a broader lifestyle brand. Its competitive identity rests on four pillars: practical products, playful design, accessible professionalism, and the elevation of everyday self-care. The brand’s most significant achievement lies in transforming the overlooked category of makeup tools into a recognisable consumer brand, making the puff, sponge, and brush integral parts of the beauty experience rather than mere accessories.16

1. AMORTALS-尔木萄
2. 关于尔木萄 – AMORTALS-尔木萄
3. About Us – Amortals Make Up Tools
4. 产品研发 – AMORTALS-尔木萄
5. 加分底妆 – AMORTALS-尔木萄
6. 20-F
7. Amortals – Công ty TNHH Mỹ phẩm SMD Việt Nam
8. AMORTALS Trademark Application of Anhui Banyu Brand Management Co., Ltd. – Serial Number 98901036 :: Justia Trademarks
9. ysg-20f_20211231.htm
10. 满分工具 – AMORTALS-尔木萄
11. 아모탈스 Amortals
12. AMORTALS | YesStyle
13. amortals是什么牌子_尔木萄品牌是什么档次？-百强排行网
14. 尔木萄品牌介绍_尔木萄是哪个公司品牌？-百强排行网
15. 尔木萄（AMORTALS）允回专卖店品牌介绍 – 京东
16. AMORTALS尔木萄品牌资料介绍_AMORTALS尔木萄怎么样 – 品牌之家