The founding year and brand positioning are documented in Chinese brand-reference materials, while current retail listings confirm the breadth of the lishu product range.[3]

lishu was established in 2016 as a Chinese cosmetics and beauty-tools brand. Rather than competing initially through a broad range of traditional color cosmetics, the brand developed a distinct identity around makeup accessories, particularly tools used for base makeup. According to its published brand description, lishu operates under the philosophy “An interesting soul should become beautiful.” The brand states that it collaborates with professional R&D teams and emphasizes original product design tailored to Chinese consumers.[4]

Over time, lishu expanded beyond makeup puffs into false eyelashes, foundation brushes, oil-blotting products, double-eyelid tape, blush, lip products, and other accessories. International retailers currently list dozens of products under the lishu name.[5][6]

lishu is broadly characterized as a mass-market, affordable Chinese beauty brand with a strong emphasis on product creativity. Its strategy differs from traditional cosmetics companies; instead of anchoring its identity on foundation or lipstick, lishu has built recognition around relatively inexpensive but highly differentiated makeup tools.

Products frequently feature playful names, shapes, and visual concepts. Examples include:

• Black Pineapple (黑凤梨) makeup puffs
• Marshmallow (棉花糖) puffs
• Cheongsam (旗袍) puffs
• Taiyaki (鲷鱼烧) puffs
• Slipper (拖鞋) puffs
• Heart Series (心系列) puffs
• Themed false-eyelash collections
• Limited-edition makeup-tool sets

This approach gives standard makeup accessories a more recognizable identity. Retail listings show lishu repeatedly utilizing food, fashion, and lifestyle-inspired designs across its product lines.[6][20]

Makeup puffs

Makeup puffs are considered lishu’s signature category. The company offers an extensive variety of cosmetic sponges and puffs intended for applying foundation, cushion foundation, concealer, and other base products. A recurring feature is wet/dry functionality, allowing users to adjust the finish based on application preference. Some products utilize specialized materials and surface structures designed to reduce excessive foundation absorption and distribute product evenly.[7][30]

Recognizable product families include:

• Black Pineapple Puff
• Marshmallow Puff
• Cheongsam Puff
• Heart Series Puff
• Taiyaki Series Puff
• Slipper Puff
• “I Love Me” (我爱我) series
• Riche (来财) series

International retailers list lishu puffs in multiple sizes, materials, and themed packaging options.[5][20][27][35]

Makeup brushes

lishu produces foundation brushes and other makeup brushes. A common product combination is a foundation brush paired with a makeup puff, marketed as a complete base-makeup set. Retail listings describe some brushes as having flat or thin heads intended for even application of foundation and concealer.[7] This aligns with the brand’s broader strategy of selling comprehensive base-makeup tools rather than individual conventional cosmetics.

False eyelashes

False eyelashes represent another significant category for lishu. The catalog includes glue-free false eyelashes, magnetic eyelashes, natural-style lashes, Korean-inspired lashes, themed collections, and multi-pair sets. Some collections employ character- or style-oriented naming, such as fox-inspired designs and “girls group” styles.[26][34]

Color cosmetics

Although primarily associated with tools, lishu has expanded into actual makeup products. Retail listings include blush, lip mud, lip products, highlighting products, multi-purpose palettes, eyeliner, and various accessories. For example, the Secret Garden line features cream blush and matte velvet lip products.[21][23][28][29]

Other beauty accessories

The brand also sells oil-blotting paper, makeup-tool cleanser, double-eyelid tape, eyelash curlers, and cosmetic storage accessories. Current Chinese and overseas retail catalogs indicate that lishu has evolved from a puff-focused brand into a broader beauty-accessories ecosystem.[5][33]

The makeup puff is central to lishu’s identity. Rather than treating makeup sponges as generic commodities, the brand differentiates its products through distinctive shapes, novel materials, themed collections, colorful packaging, wet/dry functionality, combination sets, and affordable pricing.[7][24][27]

For instance, the “Riche” puff set uses multiple materials for different applications, while the “I Love Me” puff is described as using Rubycell material with a customized powder-separation layer.[7] This product-focused approach has proven effective for social-media-driven beauty commerce, where demonstrations of visually distinctive tools can drive engagement.

The development of lishu is closely linked to China’s social-commerce and content-commerce ecosystem. A 2024 analysis of Chinese beauty brands reported that lishu achieved more than RMB 100 million in sales on Douyin, with the Black Pineapple makeup puff identified as a core driver. The same analysis noted a substantial network of stores selling lishu products on Xiaohongshu, though it cautioned that scraped sales figures were estimates.[22]

This trajectory illustrates the Chinese “content → recommendation → e-commerce” model, where visually distinctive products spread through short videos, product testing, beauty reviews, and influencer recommendations.

Although originating in China, lishu products are now sold through numerous international online retailers accessible to Philippine consumers. Platforms such as YesStyle, Yami, Weee!, and TikTok Shop carry various lishu makeup tools and accessories.[5][17][20][24][25][32] This provides an international distribution footprint particularly among consumers interested in Chinese, Korean, and broader Asian beauty products.

The overseas assortment remains concentrated around makeup puffs, foundation tools, false eyelashes, and accessories, rather than positioning the brand as a full-spectrum prestige cosmetics company.[18][31]

The English name lishu is not exclusive to this beauty company. For example, LISHU Group, a Fujian-based recycled-paper manufacturer founded in 2004, is an entirely separate business.[1][11][12][13][14]

Additionally, a U.S. trademark registration for LISHU is owned by Guangzhou Backlight Society Cosmetics Co., Ltd., covering products including cosmetic brushes, electric facial cleansing brushes, exfoliating brushes, eyelash brushes, makeup-removing appliances, powder puffs, and toiletry sponges. This registration was issued in April 2026.[8][10] Available sources establish these entities separately, and there is insufficient evidence to confirm whether Guangzhou Backlight Society Cosmetics Co., Ltd. and Guangzhou Lishu Cosmetics Co., Ltd. are the same legal entity.[19]

The visual and commercial identity of lishu can be summarized as playful, affordable, practical, and highly product-driven. Compared with luxury beauty brands, lishu places relatively little emphasis on heritage, celebrity prestige, or luxury positioning. Instead, it uses creative product concepts and packaging to make ordinary makeup tools feel collectible and distinctive.

Product names such as “Black Pineapple,” “Marshmallow,” “Taiyaki,” “Cheongsam,” and “Slipper” serve as part of the marketing strategy, making simple makeup puffs easier to recognize and discuss online.[20][27]

lishu serves as an example of the evolution of Chinese domestic beauty brands. Rather than imitating established international cosmetics houses, the brand developed a niche around high-frequency, relatively low-cost beauty accessories. Its trajectory illustrates several trends in the beauty market:

• Growth of domestic beauty brands
• Increasing importance of Douyin and Xiaohongshu
• KOL/KOC product recommendations
• Rapid product iteration
• Collectible and themed cosmetics
• Transformation of basic beauty tools into lifestyle products
• Expansion of Chinese beauty brands into overseas e-commerce

Reported Douyin performance and broad presence across Chinese and international online retailers suggest lishu has become a recognizable player in the affordable beauty-tools segment.[9][15][16]

Retailer data suggests that individual lishu products receive strong consumer ratings. For example, YesStyle pages for several lishu products display ratings around 97%+, though these figures represent the retailer’s own customer-rating systems rather than independent assessments.[20][21] Chinese e-commerce listings also show substantial review volumes for specific puff products, indicating significant consumer demand.[22]

However, there is limited publicly available independent information regarding lishu’s revenue, profitability, manufacturing facilities, employee count, ownership structure, or global market share. Claims about exact size or market ranking should therefore be treated cautiously.

1. Packaging Paper_Greyboard_Kraftliner_LISHU GROUP
2. lishu品牌及商品 – 京东
3. 荔树 | 购买美容 美妆 保养,厨房 日用 家居 | Yami
4. LISHU 荔树 | CuteHart
5. 荔树 | 网上华人超市首选Weee!
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7. 5 Essential Lishu Beauty Tools to Elevate Your Daily Makeup Routine
8. LISHU – Guangzhou Backlight Society Cosmetics Co., Ltd. Trademark Registration
9. User-submitted name Lishu – Behind the Name
10. LISHU | Trademark Application 3682400
11. Brand story_LISHU GROUP
12. Contact_LISHU GROUP
13. Company profile_LISHU GROUP
14. Advantage_LISHU GROUP
15. lishu价格报价行情 – 京东
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18. Lishu – tagged “lishu” – 𝙼𝚊𝚛𝚒𝚎 𝚈𝚘𝚘𝚗
19. 联系 Contact – Li Shu Studio
20. lishu – Taiyaki Series Air Cushion Powder Puff | YesStyle
21. lishu – Secret Garden Series Cream Blush – 5 Colors | YesStyle
22. 〖粉扑粉底液〗价格_品牌_推荐_怎么样-什么值得买
23. LISHU – Bảng phấn đa năng Lishu. Phấn Tạo khối, bắt sáng, má hồng, phấn mắt, nhũ mắt – TikTok Shop Vietnam
24. Lishu 〖Wishing Powder Puff〗Cute pink cotton candy cushion foundation – TikTok Shop Philippines
25. lishu | Yami
26. lishu Chinese Lishu Korean | Yami
27. Lishu Punk Black Pineapple Soft Powder Makeup Puff 2 Pcs Set T5208 – LookHealthyStore
28. Buy lishu – Secret Garden Series Cream Blush – 5 Colors in Bulk | AsianBeautyWholesale.com
29. Buy lishu – Hydrating Highlighter Stick – 2 Colors in Bulk | AsianBeautyWholesale.com
30. LISHU 荔樹~白鳳梨粉撲(乾濕兩用)2入 – 小三美日 | 美妝、保養、生活購物網
31. 荔树 – Fancylife
32. lishu | Buy Beauty,Home Products Online | Yami
33. lishu Facial Oil Control Film 100p | Yami
34. LISHU False Eyelashes
35. LISHU Punk Chain-Embossed Makeup Sponge