Chinese cosmetics retailer Joy Group has named actress Esther Yu as its first brand ambassador for Joocyee. 

Joocyee will partner with Esther Yu to launch the “Hydra Essence” matte lipstick series, marking the debut of its first collagen lipstick. 

“Known for her dynamic presence and endless creativity, Esther’s genuine dedication mirrors her approach to work and life,” the group wrote in its official statement. 

“We believe that in collaboration with Joocyee, her distinctive charm and perspective will introduce fresh surprises and insights to lovers of fashion and romance.” 

Shanghai Juyi Cosmetics (Joy Group) is a leading multi-brand cosmetics firm based in China that operates two brands: JudyDoll and Joocyee. Joocyee was ranked first in the domestic lipstick category and sixth in the cosmetics category on Tiktok China.

The group presently manages a network of flagship stores on key Chinese e-commerce platforms, as well as more than 30 direct sales single-brand stores. 

Joy Group’s annual revenue reached US$256.7 million in 2022, rising around 30 per cent from the previous year. The company currently plans to continue expanding into Australia, Canada, the Middle East, and other high-growth markets.

Further reading: Korean star Shin Min A named as Clé de Peau Beauté’s brand ambassador