AMORTALS
尔木葡
AMORTALS is a Chinese beauty brand founded in 2014 and is affiliated with Anhui Banyu Brand Management Co., Ltd. The brand’s logo originatess from Greek, meaning “Moon Goddess”, reflecting an exquisite attitude towards life; its crown logo symbolizes empowerment for users’ lives.
The brand culture of AMORTALS adheres to the principle of “Stop, start from the heart, and enjoy a simple yet extraordinary time”, carefully selecting products and materials, aiming to enable every user to feel the happiness from daily life.
The advantages of AMORTALS are mainly reflected in the following aspects:
Product R&D: It has a product R&D team with a user perspective, adhering to the design concept of “Start from the heart and make every product well”, earnestly listening to users’ voices, focusing on user needs, and integrating creative ideas that solve users’ pain points into products. For example, in response to the problems of thin powder puff material, poor makeup resilience and easy powder seepage in the market, AMORTALS thickened the rubycell material to 4mm, enhancing the usage experience of the powder puff.
Rich product series: It covers multiple fields such as cosmetics, beauty tools, and household living. Its products include High Definition Silk Mist Loose Powder, Dream Catcher Tipsy Blush, Soft Light Color-Changing Long-Lasting Makeup Base, Moisturizing and Repairing Lip Care Set, Fragrant and Fascinating Hand Cream Set, Galaxy Flutter Long-Lasting Eyebrow Cream, Single-Ended Double-Effect Mascara, Star River Smooth Eyeliner Pen, Meteor Ultra-Fine Eyebrow Pencil, 16-Color Romantic Eyeshadow Palette, Amino Acid Purifying Hot Spring Makeup Remover, Grape Seed Eye and Lip Makeup Remover, Starry Sky Beauty Egg Set Box, Heartwarming Beauty Egg Set Box, Star Shining Eye Makeup Brush, Star Moving Facial Makeup Brush, etc.
Star products: It has some popular star products. For instance, the beauty egg, as the face of AMORTALS, has always been a trump card product with both appearance and strength. The innovative product, the Starry Sky Beauty Egg Set Box launched in 2018, made it leap from a niche brand to a benchmark brand of beauty tools. The powder puff set of AMORTALS is also its core category product. In June 2023, the powder puff series set with a unit price of no more than 90 yuan achieved sales of over 8 million yuan on Tmall, accounting for 30% of its Tmall sales. Besides, new categories such as loose powder, eyeliner pen, eyebrow pencil, double eyelid stickers and false eyelashes are also gaining momentum.
Market performance: It has achieved good results in the market. According to the report provided by JieShu Consulting, in June 2023, AMORTALS ranked first among the top 10 brands of beauty tools on Tmall with a monthly sales of nearly 50 million yuan; in the same month on Douyin channel, it ranked second with a market share of 8.83%. In 2022, its parent company achieved a revenue of nearly 600 million yuan.
AMORTALS insists on finding niches in areas with wide universality but insufficient brand competition, and is favored by consumers with cost-effective products. However, currently the brand has no own factory and mainly conducts production and innovation through supply chain cooperation. In the future, AMORTALS plans to enter the field of technological skin care, grasping self-built factories on one hand and targeted development on the other, deepening industry-university-research cooperation, and further improving the closed loop of products from 0 to 1 to the market.
Best-selling Products from the AMORTALS Brand：
