Lembiof (Chinese: 乐倍肤) is a Chinese beauty and personal care brand. Available public records indicate that Lembiof is not limited to a single product category; while it originally emerged as a men’s skincare line, recent e-commerce listings show an expanded portfolio encompassing false eyelashes, color cosmetics, body care, sun protection, and beauty tools. Due to the fragmented nature of the brand’s public history, verified information is distinguished below from areas where corporate continuity remains unconfirmed.

The earliest verifiable public records for Lembiof date to 2013, when the brand operated under the Chinese name 乐倍肤 with a positioning distinct from its current offerings.

In 2013, ifeng Fashion published an interview with Bruce, identified as a senior consultant for Lembiof. Media coverage at the time described the company as a men’s skincare brand, specifically emphasizing “oil-free skincare for men.” The product line addressed concerns common to male skin, such as excess sebum, visible pores, and the desire for a fresh finish, through oil-free formulations.1

Public documentation from this period indicates that Lembiof’s men’s oil-free range was organized into three series: C, D, and K, covering:

• Oil control
• Hydration
• Whitening

The brand’s stated philosophy emphasized concepts of being “natural, fresh, healthy, and gentle,” promoting a relatively minimalist approach to men’s grooming.1 Consequently, historical evidence confirms that Lembiof existed in an earlier phase as a dedicated men’s skincare brand.

Lembiof’s most distinctive early market position was “men’s oil-free skincare.” In 2013 interviews, representatives characterized male skin as prone to higher sebum production, thicker stratum corneum, and prominent pores, justifying an oil-free research and development focus.1

The core brand philosophy was summarized as:

Fresh, natural, healthy, gentle, and focused on long-term care rather than pursuing so-called rapid results.

It should be noted that these statements reflect the brand’s own marketing claims at the time and do not constitute independently verified clinical efficacy conclusions. This positioning differentiated early Lembiof products from many contemporary men’s grooming items that relied on masculine fragrances, aggressive cleansing agents, or “instant effect” marketing.

No complete, authoritative official timeline exists in the public domain to document specific corporate restructuring, management changes, or strategic pivots between 2013 and the present.

However, recent e-commerce data confirms that the Lembiof/乐倍肤 trademark continues to be applied to a broad spectrum of beauty products. Listings on JD.com, for example, feature LEMBIOF-branded:

• False eyelashes
• Self-adhesive/glue-free false eyelashes
• Eyelash adhesive strips
• Concealers
• Lip glazes
• Sunscreen products
• Nasal beauty tools2

Accordingly, contemporary Lembiof is more accurately classified as a comprehensive beauty and personal care brand rather than exclusively a men’s skincare line.

False Eyelashes

False eyelashes represent one of the most widely available Lembiof product categories online. JD.com brand pages list multiple variants, including:

• Self-adhesive eyelashes
• Glue-free eyelashes
• Reusable eyelashes
• Magnetic/glue-free designs
• Full-strip eyelashes
• Eyelash adhesive strips

Certain items are marketed as “2025 New Arrivals” and feature style descriptors such as “Natural,” “Natural Barbie,” “White Moonlight,” “Korean Girl Group,” “Sunflower,” and “Voluminous.”2 This nomenclature suggests a current positioning aligned with younger demographics, quick-application makeup routines, and social media aesthetic trends.

Color Cosmetics

Lembiof also appears in the color cosmetics segment. E-commerce records indicate products such as:

• Color-changing lip glaze / Lip essence oils
• Brightening concealer pens2

Additionally, cross-border e-commerce listings describe Lembiof concealers intended for covering acne scars and spots. One such listing identifies the country of origin as China and names the manufacturer as Yiwu Xunyou Cosmetics Co., Ltd.2

Crucially, the manufacturer of a specific SKU does not equate to the parent company of the entire brand. There is insufficient public evidence to identify Yiwu Xunyou Cosmetics Co., Ltd. as the sole owner of the Lembiof trademark.

Sunscreen and Body Care

Current e-commerce listings show sunscreen products under the LEMBIOF name. JD.com features a series titled “LEMBIOF Turtle Dad Children’s Sunscreen/Spray,” available in 50ml, 100ml, 200ml, and 300ml sizes, marketed for children, infants, and general adult body use.2

A point of clarification is necessary regarding the term “Turtle Dad” (海龟老爸). While appearing in product titles, this may function as a series name or marketing descriptor rather than definitive proof of a corporate relationship with the independent brand “Turtle Papa” (海龟爸爸). Available product pages do not provide sufficient information to confirm any ownership link between the two entities.

Other Beauty Products

Lembiof’s catalog includes niche beauty tools and personal care items. JD.com lists thermoplastic nasal splints/nose shapers, while third-party e-commerce data indicates that Lembiof/乐倍肤 flagship stores have previously sold:

• Hair oil sprays
• Lip hair removal creams
• Concealer products

These offerings further demonstrate that the brand has moved beyond its original men’s skincare focus.

A chronological review of public records reveals a significant shift in brand identity.

Phase 1: Men’s Skincare

Circa 2013

Lembiof / 乐倍肤
↓
Men’s Skincare
↓
Oil-Free Formulation
↓
Oil Control, Hydration, Whitening

This phase is supported by clear historical media evidence.1

Phase 2: Comprehensive Beauty

Subsequent Years to Present

Product expansion now encompasses:

Color Cosmetics
+
False Eyelashes
+
Concealers
+
Lip Products
+
Sunscreen
+
Body Care
+
Beauty Tools

Contemporary Lembiof functions as a multi-category beauty and personal care brand.

Analysis of available merchandise highlights several defining traits.

E-commerce Centricity

Information on Lembiof is predominantly found on Chinese e-commerce platforms rather than through an official corporate website, international press, or traditional beauty industry publications. Brand visibility relies heavily on platform search algorithms, keyword optimization, and individual product sales volume, rather than brick-and-mortar retail presence or global conglomerate-style brand building.

Rapid Product Turnover

The presence of “2025 New Arrival” tags and granular style segmentation in the false eyelash category reflects a business model aligned with fast-paced, trend-driven e-commerce beauty markets.2

Mass-Market Positioning

Based on publicly visible product structures, Lembiof does not position itself as a luxury or professional salon brand. It operates within the mass-market beauty segment, combining accessible pricing with functional utility and e-commerce popularity.

The brand is typically stylized as LEMBIOF in English and 乐倍肤 in Chinese. Early media sources used both names interchangeably, confirming they belong to the same naming system.1 However, no reliable official explanation exists regarding the etymology or intended meaning of the English name “Lembiof.” Speculative interpretations of its linguistic roots should be avoided in reference materials.

Corporate transparency remains limited. While specific manufacturers can be identified for individual products—for instance, Yiwu Xunyou Cosmetics Co., Ltd. (义乌迅优化妆品有限公司) for certain concealers—this does not establish exclusive brand ownership.2

The accurate characterization is that at least some Lembiof products are manufactured by Yiwu Xunyou Cosmetics Co., Ltd. This distinction is critical in the context of Chinese e-commerce brands, which frequently utilize OEM/ODM arrangements, brand licensing, or multi-supplier models. Information regarding founders, registered capital, headquarters location, or annual revenue is not sufficiently verified in public sources to be presented as established fact.

No independent official website definitively belonging to Lembiof/乐倍肤 has been located through public search. Existing documentation derives primarily from Chinese e-commerce platforms, 2013 media reports, and third-party product aggregators.

Unlike major international groups such as L’Oréal or Estée Lauder Companies, Lembiof lacks extensive public corporate disclosures. There is currently insufficient evidence to characterize it as a globally distributed beauty brand with significant international market infrastructure.

• 2013: Lembiof/乐倍肤 appears in media as a men’s skincare brand promoting oil-free products across C, D, and K series.1
• Intervening Years: Verifiable public records of brand development become sparse; continuous documentation of corporate or product line changes is unavailable.
• Recent Years: Lembiof re-emerges on Chinese e-commerce platforms as a multi-category beauty brand featuring false eyelashes, concealers, lip products, sunscreen, and tools.2
• 2025–2026 Era: Platforms list “2025 New Arrival” false eyelashes and various sunscreen specifications, indicating ongoing commercial activity.2

Lembiof (乐倍肤) represents a notable case study in Chinese e-commerce beauty branding, characterized by the longevity of its trade name alongside significant category expansion. Originally established through men’s oil-free skincare, it has evolved into a comprehensive mass-market brand covering false eyelashes, color cosmetics, sun protection, body care, and beauty tools, primarily distributed via Chinese digital retail channels.

1. 专访乐倍肤Lembiof资深顾问Bruce先生|Bruce|Lembiof_凤凰时尚
2. Lembiof Small Gold Tube Tattoo Concealer – Powerful Cover for Acne & Spots