Roopy was founded in 2019 by a team of fragrance enthusiasts who sought to move beyond the generic scents typical of mass-market personal care. Founder Liu Yongming (刘勇明) identified an opportunity to merge growing consumer interest in fragrance with everyday routines, incorporating sophisticated scents into products such as hand cream, body lotion, and shower gels rather than reserving them solely for perfume.[5]

The brand developed around the concept that scent can influence memory, mood, and personal atmosphere, framing fragrance as a lifestyle element rather than a purely cosmetic function. By 2021, Roopy had positioned itself as a lifestyle fragrance brand, hosting a “Secret Garden” brand-upgrade event in Hangzhou that emphasised the connection between fragrance, flowers, art, and emotional companionship.[6][7]

Public interviews identify Liu Yongming (刘勇明) as the founder of Roopy. According to a 2022 interview, Liu studied at Xi’an Jiaotong University before obtaining a master’s degree from POSTECH (Pohang University of Science and Technology) in South Korea. Prior to and during the development of Roopy, he was active in China’s beauty and cosmetics industry.[5] Corporate profile sources list Liu Yongming as chairman and associate him with the Roopy business.[4] His background spans cosmetics, personal care, fragrance, product development, e-commerce, branding, and lifestyle aesthetics.

Roopy’s central philosophy integrates fragrance, emotion, art, and everyday personal care. Its official slogan, “愿您被香氛环绕” (“May you be surrounded by fragrance”), reflects the belief that scent can serve as a medium for recording or triggering emotional memories. In interviews, Liu has described the brand’s aim as creating a private emotional space through fragrance, rather than simply producing pleasantly scented goods.[5]

Marketing materials frequently connect fragrance with memories, seasons, romance, nature, travel, art, music, and moments of relaxation. The brand describes its core product philosophy as combining high-quality fragrance with plant essence formulations.[6]

Roopy occupies a distinct niche between traditional skincare and perfumery. It is not solely a skincare brand, as fragrance is central to its identity, nor is it primarily a perfume house, since its most recognised products are personal care items like hand cream and body lotion. Instead, it functions as a fragrance lifestyle and scented personal care brand.

This positioning allows Roopy to apply the aesthetics of perfumery—including complex fragrance notes, top-middle-base structures, and narrative storytelling—to accessible everyday products. The range includes fragranced hand creams, body lotions, and body washes available in multiple scent variants.[7]

Roopy has expanded significantly beyond its original focus on hand care to encompass a broad range of personal care and home fragrance products.

Hand care

Hand cream remains the category most strongly associated with Roopy. The Fougère fragrance plant-essence hand cream is considered a signature product; a 2022 founder interview cited it as the item that marked the beginning of the brand’s fragrance product development.[8] Current retail listings feature multiple collections, including the Poetic Series, Musical Series, Fougère fragrance hand cream, gift sets, and limited-edition collaborations.[26]

Body care

The body care portfolio comprises body lotions, body washes, scrubs, scented body creams, and fragrance-oriented sets. Retailers such as YesStyle list body lotions with thematic names including “Floating Forest,” “Nobody’s Rose,” “Winter Whisper,” “Thaw of Snow,” and “Tea by Moonlight.”[8]

Lip and hair care

Roopy produces plant-essential-oil lip balms[9] and has expanded into hair care with amino-acid shampoos that combine fragrance compositions with botanical ingredients.[4]

Home fragrance and aromatherapy

The brand’s offerings extend to home and lifestyle fragrance products, including scented candles, aromatherapy products, and plaster fragrance ornaments. The Air Aromatherapy Painting Series, for example, combines decorative plaster objects with fragrance diffusion.[10]

A defining characteristic of Roopy is the application of perfume-style fragrance structures to everyday personal care. Products are formulated using French-style perfumery principles with three-stage fragrance development: top notes for the initial impression, middle notes forming the main body, and base notes providing lingering scent. This approach, applied to items such as hand cream, scrub, shower products, and candles, transforms functional care into a sensory fragrance experience.[11]

Roopy’s visual identity draws heavily from oil painting, classical art, floral motifs, European aesthetics, saturated colours, and vintage-inspired imagery. Packaging integrates these artistic elements with perfume-like fragrance concepts, making the product itself a vehicle for brand communication.[11]

Rather than using purely functional descriptions, Roopy assigns poetic names to individual fragrances, such as “Thaw of Snow,” “Tea by Moonlight,” “Floating Forest,” “Winter Whisper,” “Nobody’s Rose,” “California Sunshine,” and “Fragrant Poetry.”[4] This naming strategy encourages consumers to select products based on desired atmospheres or emotional states rather than skin type alone, aligning with lifestyle-brand conventions.

While fragrance is central to the brand, Roopy also emphasises plant-derived and skincare-oriented ingredients. Retail descriptions highlight components such as olive oil, caper bush extract, panthenol, and hyaluronic acid.[3] Individual products may feature more extensive ingredient systems; for instance, shampoo listings include amino acids, botanical extracts, zinc-related ingredients, allantoin, and other conditioning agents.[4] The formulation proposition combines sensory fragrance with everyday personal care functionality and botanical positioning.

The Roopy Fougère fragrance hand cream is widely regarded as the brand’s defining product. According to a 2022 founder interview, it was Roopy’s first major fragrance product and had reportedly reached 25 million units sold at that time.[14] Subsequent retail and brand profiles have cited higher cumulative sales figures, including claims of over 50 million units sold in a 2024 profile, though these represent brand or retailer assertions rather than independently audited data.[15]

The hand cream served as an accessible entry point into the fragrance category, establishing a cycle of repeat use and emotional association that drove brand recognition.

Roopy appeals to consumers who value both personal care efficacy and aesthetic experience. Its audience includes younger demographics, fragrance enthusiasts, followers of Chinese beauty brands, and those attracted to artistic packaging or affordable alternatives to traditional perfume. Industry profiles describe the core demographic as urban women aged approximately 18–35, although this is a market observation rather than an official restriction.[16]

Roopy’s marketing integrates product aesthetics, fragrance storytelling, and social media discovery. Key strategies include:

• Visual storytelling: Distinctive packaging designed for social media photography and lifestyle content.
• Fragrance narratives: Each scent is presented with a unique name, story, and imagined environment.
• Emotional marketing: Linking fragrance to mood, memory, and personal moments.
• Seasonal campaigns: Associating scents and promotions with specific seasons, times of day, or natural settings.
• Giftability: Multi-piece hand cream collections and gift sets positioned for birthdays, holidays, and casual gifting.[17]

Roopy originated in the domestic Chinese market and has developed an extensive online and offline presence. Company-reported figures claim over 20 million followers across platforms and approximately 60,000 online and offline retail points, though these are not independently verified.[18] The brand has participated in major industry events, including CBE Hangzhou 2024, where it was presented as a Chinese personal care and fragrance brand with multiple product lines.[19]

Internationally, Roopy products are available through retailers such as YesStyle, which sources items through authorised distributors or wholesalers.[23][24]

• 2019: Roopy is established in Hangzhou, beginning development of its fragrance-oriented personal care proposition.[20]
• 2020–2021: The brand builds its fragrance identity and expands beyond basic hand care. A 2021 brand-upgrade campaign introduces the “Secret Garden” concept, combining fragrance, flowers, art, and emotional companionship.[6]
• 2021–2022: The Fougère fragrance hand cream emerges as the signature product and primary driver of brand recognition.[21]
• 2022 onwards: Roopy expands into body care, lip care, hair care, candles, aromatherapy, and other lifestyle fragrance categories.[22]
• 2024–2026: The brand increasingly positions itself as a comprehensive fragrance, personal care, and lifestyle brand with multiple product families and international retail availability.[22]

Public corporate records for the ROOPY name reflect multiple associated entities. A European trademark registered in 2020 lists Hangzhou Hanshi Biological Technology Co., Ltd. as the owner, covering cosmetics, perfumery, and air-fragrance products.[12] A U.S. trademark application filed in 2025 identifies Hangzhou Runpei Cosmetics Co., Ltd. as the applicant for a broad range of personal care and cosmetic goods.[2] Chinese brand-distribution sources also associate Hangzhou Hanshi Biological Technology Co., Ltd. with the Roopy brand.[13] From a reference perspective, Roopy is best described as a Hangzhou-origin Chinese brand associated with several corporate and trademark entities over time.

Roopy’s market differentiation rests on five pillars:

This combination situates Roopy within China’s emerging “fragrance lifestyle” segment, blending affordable fragrance, personal care, aesthetic packaging, emotional self-expression, and social-media-friendly products. The brand operates at the intersection of mass-market personal care, accessible perfumery, and art-directed lifestyle branding.[25]

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2. ROOPY Trademark Application of Hangzhou Runpei Cosmetics Co., Ltd. – Serial Number 99391444 :: Justia Trademarks
3. roopy | YesStyle
4. roopy – Oil-Control Fluffy Amino Acid Shampoo – California Sunshine | YesStyle
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6. roopy润培秘密花园登陆杭州 | 以香氛诠释艺术与陪伴 | 愿您被香氛环绕 – 红秀GRAZIA
7. roopy润培 | 秘密花园：香氛环绕 信仰美好 – 数英
8. roopy – Fougere Fragrance Moisture Body Wash – 6 Flavors | YesStyle
9. roopy – Plant Essential Oil Lip Balm – 2 Types | YesStyle
10. roopy – Air Aromatherapy Painting Series Plaster Ornaments – 3 Types | YesStyle
11. roopy 润培的文章-数英
12. roopy EU Trademark Filing & Registration | European Union Trademark Search
13. 「浙江娜拉化妆品有限责任公司招聘」-BOSS直聘
14. 香氛加滋润：润培护手霜及相似产品推荐 – 轻舟心选
15. roopy润培香氛品牌手册 – 70px
16. roopy skin care brand design :: Behance
17. roopy skin care brand design :: Behance
18. roopy skin care brand design :: Behance
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20. 「roopy润培」创始人6问：“明星单品”润培护手霜，带你走入秋冬浪漫时刻 by FreshNew知新 原创邦
21. roopy润培的微博_微博
22. roopy 润培的动态-数英
23. roopy | YesStyle
24. 润培 | YesStyle
25. 「润培/roopy品牌」润培/roopy是哪个国家的品牌-什么档次，怎么样-排行榜123网
26. roopy – Poetic Series Fragrance Hand Cream Gift Set (7pcs) Buy cheaply on Joom