Girlcult

Girlcult is a C-beauty makeup brand founded in July 2018 in Shanghai by Zhao Yenan, built around the three keywords "weirdness, romance, and adventure." The brand quickly became one of China's most-watched indie cosmetics stories on Tmall and Xiaohongshu thanks to avant-garde shade ranges, whimsical retro-fantasy packaging, and ongoing crossover campaigns with films, museums, and pop-culture IP that turned each collection into a collector moment.

The range centers on lip glazes (the Four Great Inventions Series Lovers' Prattle Lip Glaze runs from dusty pink to metallic black), pigment-rich eyeshadow palettes, color-shift highlighters, and graphic blush sticks. Girlcult is cruelty-free, marketed squarely at Gen Z, and made its US retail debut in fall 2025 exclusively at Sukoshi's New York Upper East Side flagship — joining the wave of C-beauty brands (Flower Knows, Maogeping, Red Chamber) crossing into North American prestige and specialty retail.