Girlcult
Mid-Range“Weirdness, romance, and adventure.”
By Viktoria @vioda.makeup · Published · Updated
Girlcult is a mid range makeup brand from China, founded in 2018 by Zhao Yenan. It's best known for its Four Great Inventions Lip Glaze series, Avant-garde shade ranges and Retro-fantasy collector packaging.
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.
Popular Products
What Girlcult is bought for. The ones we've found dupes for link through to the comparison.
- Lovers' Prattle Lip Glaze
- Eyeshadow Palette (mythology series)
- Color-shift Highlighter
- Graphic Blush Stick
Known For
Brand Philosophy
Makeup as self-expression for weirdness, romance, and adventure — playful Chinese indie color built around storytelling collaborations rather than no-makeup naturalism.
FAQ
Girlcult Official Channels
Where to buy, and how to reach Girlcult customer service directly.