The company describes itself as a beauty enterprise grounded in skin science and biological science research, with operations spanning the R&D, design, production, sales, and service of cosmetics.4

2002: Company establishment

The origins of the modern MARUBI business trace back to April 2002, when its predecessor, Guangzhou Jiahe Cosmetics Manufacturing Co., Ltd., was established in China.2 The entity subsequently developed its proprietary skincare business before adopting the name Guangdong Marubi Biotechnology Co., Ltd.

2012: Corporate restructuring

In February 2012, the predecessor company was converted into a joint-stock company and formally renamed Guangdong Marubi Biotechnology Co., Ltd.2

2019: Shanghai Stock Exchange listing

The parent company went public on the Shanghai Stock Exchange in July 2019, initially trading under the abbreviation 丸美股份 before changing to 丸美生物.11 This listing established MARUBI as one of the publicly traded Chinese domestic beauty companies with a long-term strategic focus on skincare.

2020s: Shift toward biotechnology

Throughout the 2020s, MARUBI increasingly emphasised biotechnology and biological active ingredients over traditional cosmetics positioning. The company’s research strategy expanded to include recombinant functional proteins, collagen, and synthetic-biology-related technologies. Its 2025 ESG materials, for instance, detail research and product applications involving recombinant proteins and collagen technologies.9

The Chinese brand name is 丸美 (Wánměi). The characters are broadly interpreted as follows:

• 丸 (wán) — literally associated with a round shape, pill, or pellet
• 美 (měi) — beauty

The English trademark MARUBI functions primarily as a romanisation rather than an independent English word. A Philippine trademark filing describes MARUBI as an English word with no independent meaning, while identifying the corresponding Chinese characters as WAN MEI.1 Consequently, the name is best understood as the international representation of the Chinese 丸美 brand.

MARUBI’s identity is strongly associated with anti-aging skincare, particularly concerning eye-area aging. Rather than competing primarily as a general makeup brand, MARUBI historically cultivated a distinctive niche structured around the progression: eye care → anti-aging → anti-wrinkle → firming → skin repair.

Recent corporate disclosures describe MARUBI as a skincare brand focusing on eye care and facial care solutions with anti-wrinkle, firming, and repair functions.2 This specialisation has secured its reputation in the Chinese cosmetics market as an “eye-care specialist” rather than a general-purpose skincare label.

Eye care

Eye care remains the brand’s most recognisable category. Formulations address concerns including fine lines, wrinkles, loss of firmness, periorbital dryness, eye-area aging, and skin elasticity. The company’s historical development is closely linked to research into anti-aging eye-care products.3

Facial skincare

MARUBI offers a comprehensive range of facial skincare products, including serums, creams, lotions, emulsions, toners, cleansers, masks, anti-aging treatments, and repair-oriented skincare.

Anti-aging skincare

Anti-aging serves as the overarching brand positioning rather than a single product segment, encompassing wrinkle reduction, firmness, elasticity, hydration, and skin repair.

Functional skincare

In recent years, the company has increasingly highlighted biotechnology-derived active ingredients and functional proteins, aligning with the broader trend in Chinese beauty toward scientific skincare.

A defining aspect of the modern MARUBI brand is its integration of cosmetics with biotechnology. The parent company states that its strategy is based on skin science and biological science, supported by an integrated R&D system covering research, formulation, manufacturing, and commercialisation.4

Recombinant functional proteins represent a critical research direction. The company has also highlighted recombinant soluble collagen and other recombinant-collagen technologies in its development roadmap. Its 2025 materials reported more than 100 patent applications in recombinant collagen-related areas and an in-house R&D workforce comprising hundreds of personnel.5 This shift reflects a wider industry trend wherein brands differentiate through ingredient science, biotechnology, and proprietary R&D rather than conventional cosmetic marketing.

Eye-care specialist ranking

According to Frost & Sullivan data cited in corporate materials, MARUBI ranked No. 1 among domestic eye-care brands in China by retail sales for four consecutive years from 2021 to 2024.6 This distinction specifically applies to domestic Chinese brands rather than all global eye-care labels, reinforcing the brand’s marketing as an eye-care expert.

Competitive differentiation

MARUBI competes in categories historically dominated by international cosmetics groups by combining Chinese consumer familiarity, premium domestic-brand positioning, anti-aging specialisation, eye-care expertise, biotechnology-oriented R&D, and modern digital distribution. The company’s 2025 annual report characterises MARUBI as a leading domestic mid-to-high-end brand with over two decades of history focused on eye care and anti-wrinkle skincare.8

Financial performance

For the fiscal year 2025, Guangdong Marubi Biotechnology reported:

• Revenue: Approximately RMB 3.459 billion
• Revenue growth: Approximately 16.48%
• Net profit: Approximately RMB 247 million

Notably, MARUBI brand revenue grew approximately 23.94% in 2025, significantly outpacing overall company growth and indicating that the core skincare brand was a primary driver of recent expansion.5

Sales channels

Reflecting contemporary trends in Chinese beauty retail, online channels accounted for approximately 88.56% of sales in 2025.10 This heavy reliance underscores the importance of e-commerce platforms, livestream commerce, social-media marketing, digital advertising, and direct-to-consumer sales for the brand.

MARUBI operates as the principal skincare brand within Guangdong Marubi Biotechnology Co., Ltd., which manages multiple beauty labels. Recent corporate materials highlight two major brands:

MARUBI / 丸美

Focused on skincare, eye care, anti-aging, anti-wrinkle, firming, and repair.

PASSIONAL LOVER / 恋火

Focused on colour cosmetics, base makeup, foundation, and quality/value-oriented makeup products.

Corporate communications describe PASSIONAL LOVER as a newer makeup brand, while MARUBI remains the established skincare pillar.7 In simplified terms, MARUBI addresses skincare and anti-aging needs, while PASSIONAL LOVER covers makeup and base cosmetics.

The parent company maintains vertical involvement across the cosmetics value chain, encompassing research, formulation, product design, manufacturing, marketing, sales, and customer service. Competitive advantages cited by the company include an integrated R&D system, differentiated brand assets, coordinated production capabilities, and multi-channel development.9 Research strategy has progressively shifted toward biological technologies and functional ingredients in response to increasing market sophistication.

MARUBI presents itself as a scientific, sophisticated, and mature skincare brand rather than a youthful mass-market label. Communications typically emphasise scientific skincare, anti-aging, skin longevity, biotechnology, collagen, firmness, wrinkle care, professional eye care, and visible results. This positions the brand closer to a professional anti-aging skincare specialist than a general cosmetics company.

MARUBI’s primary differentiation lies in eye care and anti-aging rather than makeup or traditional Chinese aesthetics.12

Guangdong Marubi Biotechnology Co., Ltd. trades on the Shanghai Stock Exchange under code 603983, with corporate reporting identifying the English abbreviation as Marubi.11 The entity has evolved beyond a standalone cosmetics brand into a publicly traded Chinese beauty corporation managing multiple labels.

Several factors distinguish MARUBI within the beauty sector:

• Long operational history: Established in 2002, the brand possesses over two decades of operating experience.2
• Eye-care specialisation: Its most distinctive asset is its association with eye care and anti-aging.
• Premium domestic positioning: MARUBI exemplifies the evolution of China’s domestic cosmetics industry from traditional local brands toward sophisticated, science-oriented premium skincare.
• Biotechnology strategy: The company increasingly emphasises recombinant proteins, collagen, and biological science over conventional cosmetic ingredients.9
• Public-company backing: Listed in Shanghai since 2019, the parent company provides infrastructure exceeding that of typical independent skincare labels.11
• Market presence: Recent growth and eye-care rankings indicate significant establishment within China’s domestic beauty market.6

As of 2026, MARUBI operates as a Chinese biotechnology-oriented skincare brand specialising in anti-aging and eye care under Guangdong Marubi Biotechnology. Its current strategy combines established consumer recognition with a technology-focused identity, integrating traditional strengths in eye care with newer directions in recombinant proteins and collagen research. The company’s 2025 results suggest commercial traction for this approach, with total revenue reaching approximately RMB 3.46 billion and the MARUBI brand growing by roughly 24% year over year.5

MARUBI/丸美 should not be confused with unrelated companies using names such as Marumi or 丸美 in Japan; the brand discussed herein is exclusively the Chinese cosmetics company Guangdong Marubi Biotechnology Co., Ltd.1

1. Intellectual Property Center, 28 Upper McKinley Rd.
2. Guangdong Marubi History: 2002, 2017, 4 Brands in China – Pestel-analysis.com
3. MARUBI丸美的微博_微博
4. What is Brief History of Guangdong Marubi Biotechnology Company? – MatrixBCG.com
5. Guangdong Marubi Biotechnology Co., Ltd. Reports Earnings Results for the Full Year Ended December 31, 2025 | MarketScreener
6. 丸美生物:广东丸美生物技术股份有限公司2025年年度报告_九方智投
7. MARUBI丸美的微博_微博
8. hkexnews.hk
9. 涓哥編鐢熺墿(603983)_鍏徃鍏憡_涓哥編鐢熺墿锛�2024骞村害鐜銆佺ぞ浼氫笌鍏徃娌荤悊(ESG)鎶ュ憡(鑻辨枃鐗�)鏂版氮璐㈢粡_鏂版氮缃�
10. Marubi – filings, earnings calls, financial reports, news – Reportify
11. Guangdong Marubi Biotechnology Co., Ltd.: Agenda Calendrier Financier et Publications de Résultats | 603983 | CNE100003M51 | Zonebourse
12. 丸美_MARUBI_聚美丽_品牌