CARSLAN is best understood as a Chinese mass-to-mid-market beauty brand that has evolved from a traditional color cosmetics label into a technology- and R&D-focused company. Unlike brands primarily built around skincare, CARSLAN’s historical center of gravity remains makeup.1

Its current product architecture encompasses:

• Face and base makeup: Foundation, cushion foundation, powder, BB products, makeup primer, and related items.
• Lip makeup: Lipstick, lip essence, and treatment-oriented lip products.
• Eye makeup: Eyeshadow, mascara, eyeliner, and eyebrow products.
• Skincare: Selected skincare lines.
• Limited and collaboration collections: Partnerships spanning fashion, culture, and art.

The official catalogue prominently features product families such as Black Magnet (黑磁), Double-Core (双芯), Liu Guang (琉光), and various “cat” foundation and cushion lines.1

2001: Foundation

CARSLAN traces its establishment to 2001 with the founding of the CARSLAN Group. The company began developing itself as a Chinese cosmetics business with an emphasis on professional makeup.1 Founder Tang Xilong (唐锡隆) stated that his original ambition was to create high-quality makeup products so that Chinese consumers could access cosmetics meeting global standards and expertise.2

2002: The Double-Core Lipstick

One of CARSLAN’s earliest signature innovations was the Double-Core lipstick (双芯口红). This concept combined two lipstick cores in a single product and became integral to the brand’s identity. CARSLAN subsequently incorporated the “double C” motif into its branding, representing the two cores of this early signature product.2 Consequently, lipstick served not merely as a product category but as a foundational element of the brand’s visual and technological identity.

2003: Manufacturing Base

In 2003, CARSLAN established a production base in Guangzhou, China. Sources describe the original facility as approximately 30,000 square meters, while other descriptions of earlier stages cite more than 20,000 square meters.1

2004–2012: Celebrity Marketing and Expansion

CARSLAN signed Hong Kong actress Zhang Baizhi (张柏芝) as a brand spokesperson in 2004, a move the company considers significant in the development of celebrity endorsement within Chinese cosmetics marketing.2 Between 2008 and 2012, the brand collaborated with prominent Asian entertainers including Joey Yung, Jolin Tsai, and Elva Hsiao. These campaigns helped associate CARSLAN with contemporary Asian pop culture and fashion.1

2014: Rise of Base Makeup

A pivotal development in CARSLAN’s history was its expansion from lipstick and traditional color cosmetics into complexion products. In 2014, the company introduced what it described as China’s first customized-skin-tone cushion CC cream, nicknamed the “Snail Cushion CC Cream” (蜗牛气垫CC霜). According to company records, this product achieved a sales rate of approximately one box every six seconds.1 This launch signaled a strategic shift toward establishing CARSLAN as a full-face makeup specialist rather than solely a lipstick brand, eventually leading to extensive foundation, cushion, powder, and primer families.

2021: 20th Anniversary Transformation

CARSLAN marked its 20th anniversary in 2021 with a strategic brand upgrade coinciding with increased emphasis on R&D, international laboratories, manufacturing technology, and professional makeup expertise. The establishment of an Italian R&D laboratory in the same year reinforced this internationalization strategy.1

Technology and Consumer Needs

CARSLAN summarizes its product philosophy as combining technology, fashion, and Asian consumer needs. The company cites technology innovation as a core driver, emphasizing internally developed R&D capabilities, professional laboratories, and manufacturing technology.1 A recurring theme is the development of makeup suited specifically to Asian skin tones and beauty preferences, distinguishing its approach from simply importing Western makeup concepts.2

Research and Manufacturing Infrastructure

CARSLAN presents itself as a beauty technology and manufacturing company. Its infrastructure includes:

• 10,000 m² innovation R&D laboratories
• Over 230 global researchers
• 171 authorized Chinese patents
• A large integrated intelligent manufacturing and research base

These figures are company-reported and fall under the internal concept of “大·研·精,” emphasizing large-scale manufacturing, research innovation, and precision quality.2 Additionally, CARSLAN established an Italian R&D laboratory in 2021 and a Japanese R&D laboratory in 2023, while recruiting European R&D experts to combine Chinese manufacturing and consumer knowledge with international cosmetic expertise.2

Base Makeup

Base makeup is currently CARSLAN’s most strategically important category. The catalogue includes liquid foundations, cushion foundations, powder foundations, loose and pressed powders, makeup primers, BB products, and sunscreen-makeup hybrids. Key product families include Black Magnet (黑磁), Liu Guang (琉光), Black Obsidian (黑曜), and various ampoule foundation and cushion products. The Black Magnet line, for instance, is marketed for oil control and long-wear performance.2

Lip Makeup

Lip products remain central to the brand’s identity. Beyond the historic Double-Core lipstick, the current range includes Water Kiss lipstick, Mist Kiss lipstick, and tinted lip essence.1

Eye Makeup

CARSLAN maintains a strong presence in eye makeup with mascaras, eyeliners, eyeshadows, and eyebrow products. In 2015, the brand launched a dual-ended mascara featuring a 2.5 mm brush head, positioned as an innovation in precision eye application.2

Skincare

While makeup remains its core identity, CARSLAN has expanded into skincare, offering peptide-oriented and premium nourishing lines.2

CARSLAN frequently utilizes collaborations to connect makeup with art, fashion, and popular culture:

• Gustav Klimt (2019): Collaborated with artistic IP associated with Gustav Klimt.2
• Pantone (2019): Partnered with Pantone to release a limited-edition lipstick based on Living Coral, the 2019 Color of the Year.1
• Dunhuang (2020): Developed a collection inspired by Dunhuang, incorporating Chinese cultural imagery into cosmetics.2

These partnerships illustrate a strategy of combining international fashion language with Chinese cultural references rather than imitating Western aesthetics.

Global Strategy

CARSLAN is a Chinese brand attempting to internationalize outward, distinct from Western luxury brands entering China. Its international website describes the company as focused on professionalism, fashion, and internationalization, aiming to bring fashion and beauty to women worldwide.2 Strategies include international R&D personnel, overseas laboratories, fashion partnerships, design collaborations, and cross-border e-commerce. The English-language site currently offers lip, eye, and face makeup categories internationally.2

Industry Recognition

In 2025, CARSLAN reported receiving the designation “China’s No. 1 domestic color cosmetics brand” (国货彩妆第一品牌) from the China Association of Fragrance Flavor and Cosmetic Industries, based on 2024 mainland China omnichannel retail sales methodology. This is a company-reported industry recognition. The company also lists 2024 recognitions including a Forbes China beauty-industry ranking and JD.com domestic beauty awards.2

Evolution of Market Position

CARSLAN’s trajectory mirrors the broader transformation of Chinese consumer brands from competing on price and distribution toward competing on technology, design, and product experience:

Visual Identity

The CARSLAN logo was inspired by the Double-Core lipstick. The two interlocking or stacked C forms symbolize the two cores while representing the brand’s ambition to become a Chinese-born, internationally oriented cosmetics company. This connects the visual identity directly to one of the brand’s earliest product innovations.2

Marketing Evolution

Historically reliant on celebrity endorsements to build emotional recognition among younger consumers, CARSLAN has broadened its marketing model.1 The modern approach integrates celebrity influence with fashion, technology, cultural IP, social media, and product innovation, reducing dependence on a single celebrity-centered identity.

Corporate Entities

There is a distinction between CARSLAN as a consumer brand and the corporate entities operating it. The official Chinese site identifies Guangzhou Carslan Enterprise Management Co., Ltd. (广州卡姿兰企业管理有限公司) within its ecosystem, while the international site identifies Wuhu Xinmeiyi Cosmetics Trading Co., Ltd. as the entity associated with global operations.1 Therefore, CARSLAN is accurately described as a brand or business group rather than a single legal corporation across all markets.

Distinctive Characteristics

CARSLAN’s competitive identity is defined by five key elements:

1. Chinese Origin, International Ambition: Fundamentally a Chinese-born brand utilizing international fashion, R&D, and design resources.
2. Makeup-First DNA: Historical roots in color cosmetics rather than skincare.
3. Complexion Expertise: Strong focus on foundation, cushion, and powder technologies.
4. Product Innovation as Branding: Technologies like the Double-Core lipstick and cushion CC cream serve as brand narratives.1
5. Cultural Synthesis: Collaborations with entities like Pantone, Klimt, and Dunhuang bridge global fashion language with Chinese cultural identity.1

1. 卡姿兰（Carslan）官方网站-专研高品质彩妆25年
2. About Us