Origins

The history of WOSADO is closely linked to its founder, Zhao Weisheng (赵威盛), and his experiences studying in the United States. According to company materials and business reporting, Zhao observed that users of conventional false eyelashes frequently encountered difficulties with adhesive application, time-consuming processes, and physical discomfort. Drawing on his family’s background in the magnetic-materials business, he began exploring whether magnetic technology could serve as a viable alternative to traditional lash glue.[1]

Early product development was initially oriented toward overseas markets. Company records indicate that Zhao established the LAFABS brand in North America, launching an early magnetic-eyelash product there to gather consumer feedback that would later inform the development of WOSADO.[1] The underlying operating entity, Shenzhen Qianhai Magwow Technology Co., Ltd., was officially established on August 7, 2017, with Zhao Weisheng as its legal representative.[4] A distinction exists between this corporate founding and the current brand timeline; while earlier financing reports describe the business as dating from 2017, the current Chinese brand page states that WOSADO 悦瞳 was formally established at the end of 2020.[1]

Development of magnetic eyelashes

Product development at WOSADO progressed through several distinct generations. The first generation consisted of conventional magnetic false eyelashes designed to replace adhesive-based systems. The second generation focused on improving magnetic materials, weight, and wearing comfort. The third generation introduced the company’s soft magnetic lash concept, utilizing a thinner and more flexible magnetic structure intended to conform more naturally to the curvature of the eye.[1]

A significant technological milestone was the development of R-SLM technology, which combines magnetic force, flexibility, and lightweight construction. The company’s Japanese site describes R-SLM through the concepts of Recombination, Soft, Light, and Magnetic.[3]

Entry into the Chinese market

WOSADO’s trajectory differs from many Chinese consumer brands because its early experimentation was tied to overseas consumers before it expanded aggressively within China. The brand formally entered major Chinese e-commerce platforms around 2021, quickly achieving top rankings in the eyelash category on Douyin and Tmall, and receiving the Tmall Golden Makeup Award.[1]

In 2021, WOSADO became a major recipient of venture capital investment. Financial publications reported that the company completed Series A and Series A+ financing within approximately six months, raising nearly RMB 300 million in aggregate. Investors included Sequoia China Seed Fund, GL Ventures (Hillhouse), Fortune Venture Capital, and Legend Star.[4] This capital was designated to support supply-chain development, product innovation, and technological research.[5]

Zhao Weisheng (赵威盛) is the founder of WOSADO. Corporate and investment profiles indicate that he studied in the United States and Japan, holding a bachelor’s degree from Ohio State University and having studied at the University of Tsukuba. At WOSADO, he has been responsible for product research and development as well as supply-chain management.[4] His entrepreneurial thesis centered on applying magnetic-material technology to traditional beauty products, transforming false eyelashes from disposable cosmetic accessories into technology-driven, reusable items.

WOSADO’s primary technological differentiator is its R-SLM soft magnetic system. This proprietary technology is designed to ensure the eyelashes are lightweight, flexible, easy to attach, stable once positioned, glue-free, reusable, and compatible with the natural shape of the eye.[1] The international site promotes a 0.2 mm ultra-thin magnetic strip, while Japanese marketing materials emphasize the lightweight and soft magnetic design.[2][3]

The company also states that its products incorporate antibacterial and flexible polymer materials. Chinese corporate materials specifically cite the use of DuPont Tynex and Kulex antibacterial materials, environmentally friendly flexible polymers, and hand-braiding techniques.[1]

Handcrafted construction

WOSADO emphasizes a manufacturing process where individual lash fibers are hand-braided. This technique is intended to achieve a more natural curl and flexible appearance compared to mass-produced machine-made lashes, combining the consistency of magnetic technology with the aesthetic qualities of traditionally manufactured false eyelashes.[3]

The central product philosophy of WOSADO is to replace complicated eyelash application with a fast, glue-free magnetic system. Unlike traditional false eyelashes that require adhesive and drying time, or professional eyelash extensions that demand regular maintenance, WOSADO positions its product as a simple consumer beauty routine.

The international website outlines the application process as follows:

1. Attach the upper and lower lashes to the applicator.
2. Position the applicator along the lash line.
3. Press to secure the lashes.
4. Gently pinch and lift to remove.

The company markets this process as taking only seconds for both application and removal.[2]

While magnetic eyelashes remain the signature category, WOSADO has expanded its portfolio to include various collections and complementary beauty products.

Magnetic eyelash collections

The Chinese brand site categorizes soft-magnetic lashes into several families:

• 璞系列: Includes the “素颜睫” natural-look lash.
• 珀系列: Includes “情人睫” and “小鹿睫”.
• 灵系列: Includes “太阳睫”, “流光睫”, “精灵睫”, and “轻泰睫”.
• 熠系列: Includes styles such as “漫画睫”.[1]

The international product range uses a separate naming system, featuring styles such as Ice Black, Tulip Style, Peony Fluff, Silky Black, and destination-themed collections.[2]

Other beauty products

Reflecting a strategy to evolve from a single-product company into a comprehensive eye-makeup brand, WOSADO has developed complementary tools and cosmetics, including:

• Eyeliner and colored eyeliner
• Eyebrow products
• Lash primers
• Eyeshadow
• Makeup brushes
• Double-eyelid tape
• Makeup sponges and puffs
• Cleansing products
• Other beauty accessories[1]

WOSADO occupies a multifaceted position within the beauty industry, marketed simultaneously as a beauty brand, a cosmetics technology brand, a convenience brand, and a reusable beauty brand. The company’s Chinese brand philosophy is summarized as “soft magnetic science, creating more beautiful possibilities,” with a broader vision to use soft-magnetic technology to create safer and more convenient eye-makeup solutions.[1]

WOSADO has increasingly positioned itself as an international brand. Its official international operation targets consumers outside China, while WOSADO Japan operates a dedicated website identifying Shenzhen Qianhai Magwow Technology Co., Ltd. as the parent company. The Japanese operation states that WOSADO expanded globally by 2021 and began formal development of the Japanese market in 2024 through local distribution.[3]

The brand has also focused on Southeast Asia. Industry reports highlight expansion into markets such as Thailand and Singapore, where magnetic-eyelash products have been promoted through social commerce and TikTok Shop channels.[6] This international strategy leverages the visual nature of the product, which can be effectively demonstrated through short-form video content showing the contrast between traditional glue application and magnetic attachment.

Marketing efforts rely heavily on demonstration, communicating the message: “No glue → no waiting → quick application → natural-looking lashes.” This format is particularly suited to short-form video, livestreaming, and influencer marketing.

In China, WOSADO utilized platforms like Douyin and Tmall to establish its category and demonstrate application techniques.[4] The company has also employed celebrity marketing; in May 2022, actress Bai Lu (白鹿) was announced as a brand ambassador.[1]

WOSADO has experimented with both online and offline retail models. In 2021, the company rapidly opened nearly 40 directly operated physical stores in major Chinese cities, primarily in shopping malls and commercial districts, to allow consumers to try the product.[7] This strategy addressed the challenge that consumers often need to physically experience magnetic eyelashes to understand their functionality.

However, subsequent reporting indicated that WOSADO later reduced its offline footprint to concentrate more heavily on online channels.[8] This shift reflects an evolution from an omnichannel startup toward a model driven by e-commerce, social media, and international digital commerce.

The company emphasizes its vertical integration, operating its own factory with integrated production management to control quality and respond quickly to development requirements.[3] This capability allows for precise adjustments to magnetic strength, strip thickness, lash curvature, fiber weight, density, and eye-shape compatibility, all of which significantly affect the consumer experience.[7]

WOSADO highlights intellectual property as part of its technological positioning. Company materials reference proprietary R-SLM technology, invention patents, utility-model patents, PCT international patent applications, SGS certification, and various material certifications.[1] The international press center also describes a dedicated Magnetic Science Research Center and a global advisory board focused on magnetic and biomimetic beauty research.[2] These claims represent company-reported credentials.

Product packaging and industrial design are integral to the brand’s identity. In October 2024, an integrated eyelash-and-applicator box introduced by the company was awarded a French Design Award Gold Prize. This design combines the lashes and applicator in a single case, reinforcing the brand’s presentation of false eyelashes as a designed consumer-technology product rather than a low-tech disposable accessory.[2]

Sustainability features in WOSADO’s international messaging. The brand states that its lashes are reusable with proper care and that packaging incorporates recycled materials, emphasizing glue-free construction and handcrafted production as alternatives to disposable lashes.[2] Claims regarding sustainability should be understood as marketing positioning, with actual environmental impact dependent on materials, manufacturing, logistics, and consumer behavior.

WOSADO operates as a technology-enabled beauty consumer goods company, creating differentiation through four interconnected layers:

1. Product technology: The magnetic attachment system serves as the foundation, competing on wearability rather than just appearance.
2. Product design: Varied densities, lengths, curves, and styles allow the core technology to serve diverse preferences.
3. Content-driven commerce: Visual demonstrations, tutorials, and livestreams directly communicate the value proposition.
4. Global distribution: Core technology is sold across markets while styles and marketing are localized.[2]

The brand’s primary competitive advantage lies in redefining false-eyelash application as a technological product category. While traditional lashes compete on appearance and price, WOSADO adds ease of use as a key dimension. Its proposition is effectively “a technological replacement for eyelash glue,” utilizing concepts such as “magnetic science” and “soft magnetic technology” rather than presenting solely as a cosmetics company.[1]

WOSADO targets consumers seeking the visual effect of false eyelashes without the inconvenience of adhesives. Key demographics include beginners, regular users dissatisfied with glue, consumers seeking quick daily makeup, those interested in reusable products, younger social-media-savvy buyers, and consumers attracted to beauty innovation. Internationally, the brand describes its target as modern women looking for beauty products that integrate easily into daily life.[2]

The brand identity encompasses five themes:

• Technology: Magnetic materials and proprietary engineering are central.
• Convenience: Application is designed to take seconds.
• Comfort: Lightweight and flexible materials are prioritized.
• Natural beauty: Designs aim to blend with existing lashes.
• Female empowerment: International messaging connects beauty with confidence and independence; the company states that over 95% of its workforce are women.[2]

WOSADO exemplifies a trend among new Chinese consumer brands that combine proprietary technology, supply-chain control, social commerce, and international expansion. Rather than inventing a new category, the brand redesigned the user experience of an existing product. Its differentiation lies in making magnetic technology softer, lighter, easier to apply, and commercially scalable, while building a recognizable consumer brand around it.

Outside China, WOSADO utilizes a simplified global identity centered on “magnetic beauty.” The official international store describes the brand as focusing on glue-free application, reusable wear, and everyday convenience.[2] With localized channels in markets like Japan, WOSADO is transitioning from a domestic new-consumer brand toward a global beauty-accessory brand.[3]

1. WOSADO悦瞳
2. WOSADO – Magnetic Eyelashes You Can Pop On in 3 Seconds – WOSADO Offical Store
3. 私たちについて – WOSADO JAPAN
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