Public sources generally identify 2020 as the brand’s founding year. While earlier Proya materials described Insbaha as targeting a niche segment, more recent communications characterise it as an emerging cosmetics brand within the group.[2]

Insbaha was established as part of Proya Cosmetics’ multi-brand strategy. Rather than directing all brands toward the same demographic, Proya developed distinct labels for different market segments. Insbaha was created specifically for younger audiences interested in fashion-forward makeup and experimental aesthetics.

In its initial positioning, Insbaha was marketed as a “punk style make-up brand” aimed at a niche audience, with products sold primarily online at accessible price points. This identity differentiated it from Proya’s mainstream skincare offerings and TIMAGE’s professional, Chinese-aesthetic makeup line.

The brand subsequently expanded its portfolio, gaining significant visibility in categories including eyebrow mascara, concealer, contour, blush, and other colour cosmetics.

Historically, Insbaha’s branding has been linked to the concept of “Inside Me” and the expression of one’s authentic self. Some brand materials interpret the name through values such as bravery, ambition, hope, and achievement, while the Chinese name 原色波塔 evokes ideas of original colour and individuality.[3]

The brand’s underlying philosophy posits that beauty should serve as a form of self-expression rather than adherence to fixed rules. This perspective informs its emphasis on unusual colour combinations, unconventional looks, and strong visual identity.

In its newer positioning, Proya describes Insbaha’s philosophy as “breaking aesthetic conventions.” The brand’s 3.0-era upgrade centres on the theme Break to Rebuild, incorporating concepts such as “Untamed Color” and “Be True.”[1]

Insbaha’s identity is defined by four key characteristics:

Punk influence

Punk culture serves as a foundational influence. Rather than presenting makeup solely as a tool for conventional attractiveness, Insbaha utilises it to communicate attitude, independence, and rebellion. The company describes the brand as rooted in punk values including freedom and individuality.[1]

Individuality

The brand encourages consumers to cultivate their own appearance rather than following mainstream trends. This approach appeals particularly to those interested in alternative, experimental, and trend-driven makeup.

Colour experimentation

Colour is central to the product philosophy. Insbaha develops products featuring multiple shades, contrasting colours, and unique formats to offer flexibility in look creation. For instance, its multi-effect concealer and contour products emphasise colour construction and multi-texture designs over conventional coverage.[1]

Product and packaging design

Considerable emphasis is placed on visual design. Third-party descriptions have highlighted the brand’s fusion of makeup, music, fashion, and distinctive packaging. Proya has also registered design patents for specific Insbaha products, including mascara packaging.[4]

Insbaha has evolved from a focused colour-makeup label into a broader cosmetics portfolio.

Base makeup

Complexion products include concealers, concealer palettes, contour products, dual-texture contour sticks, foundations, primers, and other complexion items.

A notable recent release is the Authentic Color Constructing Dual Contour Stick, which combines two textures and shades in a single product. Proya has characterised this as an innovation within its contour category.[1]

The Primary Color Multi-Effect Concealer Palette is another significant product. During China’s 2025 618 shopping festival, Proya reported that it reached No. 2 on Tmall’s bestselling concealer list.[1]

Eye makeup

Eye makeup remains one of Insbaha’s strongest categories. Products include mascara, eyebrow mascara/dye, eyeliner, and other eye-definition items.

Proya has highlighted the Wave Mascara and Soft Mist Wave Eyebrow Dyeing Cream as core products. In 2025, the eyebrow product reportedly held the No. 1 sales position in its category on both Tmall and Douyin during reported periods.[1] The brand has also secured design-patent protection for its mascara and associated packaging.

Lip makeup

The lip portfolio comprises lip creams, lip tints, and other colour lip products. Collaborations have been used to introduce these products to wider audiences; for example, Proya has cited the Hello Kitty co-branded Glow Tint Lip Cream.[1]

Cheek and colour makeup

Products in this category include blush, liquid blush, multi-colour palettes, and cosmetics designed for experimental looks. An earlier four-color blush palette gained attention among Chinese beauty consumers and was noted by international C-beauty media as representative of the brand’s colour-oriented approach.

Collaborations form a key part of Insbaha’s brand-building strategy.

A notable partnership with the Sanxingdui Museum combined Insbaha’s colour cosmetics with visual elements inspired by Sanxingdui cultural heritage, demonstrating the integration of contemporary makeup design with Chinese cultural imagery.

The brand has also collaborated with Hello Kitty, including a lip and cheek makeup series referenced in Proya’s 2025 reporting.[1] These partnerships create distinctive limited-edition products while connecting the brand’s alternative aesthetic with recognisable cultural or entertainment intellectual property.

Insbaha is not an independent entity but a brand within the portfolio of Proya Cosmetics Co., Ltd. Proya is a Chinese beauty company engaged in research, development, manufacturing, marketing, and omnichannel distribution across skincare, makeup, haircare, and personal care. Insbaha occupies the younger colour-cosmetics position within this portfolio.[1]

Proya’s makeup portfolio includes:

• TIMAGE: Professional makeup with a Chinese-aesthetic positioning.
• Insbaha: Younger, trend-oriented, punk-inspired colour cosmetics.

Through Insbaha, Proya reaches consumers whose tastes are more experimental and youth-oriented than those targeted by its other brands.

Insbaha has become increasingly important within Proya’s portfolio. According to reported figures, Insbaha generated approximately RMB 256 million in revenue in 2025, representing 125.38% year-over-year growth.[1]

This performance indicates that Insbaha has transitioned from a small experimental sub-brand to a significant contributor to Proya’s colour-cosmetics business.

A major component of the brand’s current development is its 3.0 brand upgrade. Proya states that this sixth-anniversary transformation is built around the theme “Break to Rebuild,” involving changes to brand philosophy, visual identity, product storytelling, makeup aesthetics, and the product portfolio.[1]

The first collection under this new direction is the “Rebel” series, while the broader Rebel Inside concept utilises “Untamed Color” and “Be True” as key themes.[1] This marks an evolution from selling trendy makeup toward building a recognisable cultural and ideological identity centred on rebellion and self-expression.

Insbaha occupies a distinct position within the Chinese beauty market. While part of the broader C-beauty movement, it does not rely exclusively on traditional Chinese aesthetics. Instead, its identity combines the Chinese beauty industry, youth culture, punk aesthetics, colour experimentation, and affordable trend-driven cosmetics.

This differentiates it from brands emphasising luxury, traditional culture, minimalist skincare, or conventional professional makeup. The brand has also gained international visibility through cross-border retailers and C-beauty communities, where products such as concealers, mascaras, and palettes are available outside China.[5]

Insbaha primarily appeals to consumers who:

• Are young or young-minded beauty enthusiasts.
• Follow makeup trends on social media.
• Enjoy experimenting with colour.
• Prefer distinctive packaging and visual identities.
• Are interested in alternative or punk-inspired fashion.
• View makeup as a form of self-expression.
• Seek trend-driven products without luxury price points.

The consumer philosophy can be summarised as “makeup for identity and expression.”

Insbaha’s main competitive advantages include:

• Strong visual identity: The punk-inspired design provides a recognisable brand personality.
• Fast product innovation: Frequent introduction of new formats and variations, particularly in eye and complexion makeup.
• Accessible positioning: Historically positioned around an accessible price range rather than luxury pricing.[1]
• Social-commerce compatibility: Products like mascara, eyebrow items, and concealer palettes are well-suited for demonstration via short videos, influencers, and livestream shopping.
• Distinctive cultural positioning: The brand explicitly builds its identity around challenging mainstream beauty standards.

As of 2026, Insbaha is an established brand within Proya’s multi-brand portfolio and is undergoing significant repositioning through its 3.0-era upgrade. Its 2025 performance suggests rapid expansion, with revenue exceeding RMB 256 million and growth surpassing 125% year over year.[1]

Proya’s strategic direction indicates continued expansion in base makeup, upgrades to established products like eyebrow mascaras, and the use of stronger visual concepts to communicate its “breaking aesthetic norms” positioning. Originally a niche online brand, Insbaha has evolved into a significant colour-cosmetics label with a recognisable alternative identity, using makeup as a tool for individuality and the redefinition of conventional beauty.[1]

1. Proya Cosmetics | LinkedIn
2. INSBAHA Cosmetics – makeup product for face, eyes, lips. – LookHealthyStore
3. INSBAHA原色波塔-珀莱雅旗下品牌
4. INSBAHA
5. INSBAHA – Dual Concealer – 3 Colors | YesStyle