Chicmax`s KANS Brand: A `Made in China` Brand All Set to Reach New Heights?

Case Code: MKTG477
Case Length: 19 Pages
Period: 2003-2024
Pub Date: 2025
Teaching Note: Available

Price: Rs.400
Organization : Shanghai Chicmax Cosmetic Co., Ltd.
Industry : Cosmetics & Toiletries
Countries : China
Themes: Business Level Strategies, Innovation, Strategic Planning,Market Segmentation

Abstract Case Intro 1 Case Intro 2 Excerpts

Introduction

In February 2024, it was reported that Chinese cosmetics brand, KANS, owned by China-based multi-brand cosmetics company, Shanghai Chicmax Cosmetic Co., Ltd. (Chicmax), had outshone every other brand (foreign and local) on the country’s social media platform Douyin’ s ‘Beauty Brand List’ for 2023, with sales crossing the RMB 3 billion (US$ 417 million) mark..

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