In the era of pursuing beauty, makeup brushes are an indispensable role in makeup tools. Whether you want to create exquisite eye makeup or apply even foundation, you can’t do without a good makeup brush.
But do you know where the world’s largest makeup brush production base? We can clearly answer that it is Luyi, Henan, China. How did a once unknown small county town transform itself into the “leader” of the global makeup brush industry?
Luyi: From a historical city to an industrial newcomer
Luyi, a small town located at the junction of Henan and Anhui provinces, belongs to Zhoukou City, Henan Province. It is not only the birthplace of Laozi, the founder of the Taoist school, but also carries a profound historical and cultural heritage. It has also written an impressive industrial legend in the contemporary economic wave. By the end of 2023, Luyi has a population of 1.38 million and a regional GDP of 44.6 billion yuan. On this land, a large-scale makeup brush industry cluster is booming.
Today, Luyi has 163 Medium and large cosmetic brush comanies, and more than 1,000 supporting business entities. A cosmetic brush industry ecosystem integrating production, research and sales has been formed here.
The annual output of high-end and medium-end cosmetic brushes is as high as 150 million sets, and the annual sales of the cosmetic brush industry chain exceeds 13 billion yuan. Such amazing data makes Luyi deservedly the world’s largest cosmetic brush production base. It is also an important manufacturing center for artificial wool, accounting for 85% of the global market share and earning 4.3 billion yuan in foreign exchange from exports.
Turning scraps into treasure: the origin of the cosmetic brush industry
Back to the 1970s, Luyi was still a small county relatively famous for mutton processing and consumption. At that time, wool was nothing more than waste in the mutton processing process in the eyes of local people- it was worthless. However, the gears of fate turned quietly, and an accidental discovery laid the groundwork for Luyi’s industrial transformation.
In the 1980s, some residents of Zhangdian Town, Luyi County, keenly perceived the possible business opportunities of sheep tail hair. So they began to try to make a living by processing sheep tail hair.
With their hard-working hands and wisdom, they gradually expanded their business to the processing and sales of various animal hairs. This small attempt, like a spark, quickly formed a prairie fire in the surrounding 7 towns. Soon, Luyi accounted for more than 80% of the country’s tail hair processing production and sales, becoming an important base for tail hair processing in the country.
Among them, the story of Xie Guoyin from Luyi is particularly eye-catching. An experience of visiting relatives in Tianjin completely changed the trajectory of his life. In Tianjin, he was surprised to find that wool could be sold abroad, and the price was higher than mutton.
This discovery made him see a huge business opportunity. After returning to Luyi, he resolutely decided to try to make pens with wool. After continuous exploration and practice, he gradually expanded his business to brush tail hair for foreign trade needs.
In order to master professional processing technology, he specially invited a master from Tianjin to teach sheep tail hair processing technology. Under his leadership, Luyi’s sheep tail hair processing industry has sprung up, and more and more Luyi people have joined this industry.
Entering the 1990s, Luyi’s tail hair processing industry ushered in a golden period of development. The number of practitioners reached 45,000, with an annual output value of 3.2 billion yuan. The former scraps have become priceless “treasures” in the hands of Luyi people, injecting strong impetus into the development of the local economy.
Go out first, then bring it back: a new path for industrial upgrading
However, with the continuous changes in the market and increasingly fierce competition, the profit margins of the tail hair processing industry have gradually been compressed.
Luyi people are not satisfied with the status quo, but bravely took the step of seeking a larger market. They have opened more than 1,600 tail hair processing factories across the country. These factories are spread across cities such as Shenzhen, Dongguan, Yiwu, Ningbo, and Tianjin, expanding Luyi’s tail hair processing business to all parts of the country.
In the process of going out, Luyi people have not only accumulated rich market experience, but also mastered the key technologies for making makeup brushes.
But Luyi people know that they can never master the core competitiveness of the industry by just processing raw materials and OEM. So they began to think about how to bring the industry back to their hometown to achieve industrial upgrading and transformation.
In 2016, the Luyi County government assessed the situation and implemented the “Phoenix Return to the Nest Project”. This project aims to attract makeup brush industry practitioners to return home to start businesses and contribute to the economic development of their hometowns.
In order to create a good entrepreneurial environment, Luyi County has built a 1,500-acre makeup brush industrial park and introduced a series of preferential policies, such as:
- Return home entrepreneurship development funds,
- factory subsidies,
- rental subsidies etc.
These preferential policies are like magnets, attracting makeup brush industry operators from Luyi from all over the country to return home to start businesses.
Henan Zhengyi Co., Ltd. referred to as “Zhengyi Company”) was established in 2017 in the Luyi County Makeup Brush Industrial Park under this background.
Chairman Qin Yingcheng is the president of the Henan Province Makeup Brush Association. He led Zhengyi Company to actively explore the market and create its own brand “CLIONE”.
With high-quality products and good reputation, “CLIONE” makeup brushes have been widely recognized in the market, and sales have steadily increased.
In 2020, Zhengyi Company signed a strategic cooperation agreement with Alibaba to further expand its overseas market.
At the same time, Luyi also established a beauty makeup production base for overseas markets and mid-to-high-end needs. They began to produce high-end makeup brushes. This move not only increased the added value of Luyi’s makeup brush industry, but also enhanced the competitiveness of the industry in the international market.
From OEM makeup brush to brand creation: the only way for industrial development
In the development of the makeup brush industry, Luyi people gradually realized that the profit margin was extremely low by relying solely on the production and processing of makeup brushes.
The a makeup brush factory price may be only a few yuan, but the price can be several times or even dozens of times higher in foreign supermarkets. This huge profit gap made Luyi people deeply aware that improving quality, strengthening innovation, and creating brands are the only way out for Luyi’s makeup brush industry.
In order to achieve this goal, Luyi has taken a series of powerful measures. In 2010, the Henan Tail Hair Product Quality Supervision and Inspection Center was established, which marked the formal establishment of Luyi Tail Hair Product Quality Supervision System. Through strict quality testing and supervision, the quality of Luyi’s makeup brush products has been effectively guaranteed, laying a solid foundation for brand building.
In 2020, Luyi County presided over the compilation of provincial local standards for makeup brushes. The introduction of this standard further standardized the production process and quality requirements of Luyi’s makeup brush industry. It also have promoted the industry to develop towards high-end, intelligent, large-scale and standardized development. At the same time, Luyi County also set up a makeup brush industry quality improvement and upgrading office, which is specifically responsible for promoting the upgrading and transformation of the industry.
With the joint efforts of the government and enterprises, Luyi’s makeup brush industry has achieved remarkable results. In 2022, the China Light Industry Federation awarded Luyi the title of “China’s Makeup Brush City”, which is a high recognition and affirmation of Luyi’s makeup brush industry.
Today, Luyi has formed a makeup brush industry chain covering supporting production of tail hair, mouth tubes, aluminum skin, wooden handles, wire drawing, luggage, etc.
The beauty tool products have also been upgraded from the initial low-end brush sets to mid-range combination brush sets and high-end combination brush sets. In addition, the varieties have also developed from single powder brushes, eyebrow brushes, foundation brushes, etc. to blush brushes, eyeshadow brushes, eyeliner brushes, eyelash brushes, etc.
In terms of brand building, Luyi beauty makeup brush factory have made remarkable achievements. At present, 63 independent brands such as “CLIONE” have been created, more than 100 new varieties have been developed. Take MakeupBrushManufacturer.COM as an example. The company already has 6 independent trademarks. While producing makeup brushes, it also produces facial masks, lipsticks, powder puffs, beauty eggs, eyelashes and other beauty products, achieving diversified development.
A brush “going overseas”: Luyi manufacturing going to the world
In the subdivision of the global cosmetics industry, Luyi makeup brushes have occupied an absolute influence. Five out of every 10 makeup brushes in China come from Luyi.
Every year, Luyi produces up to 150 million makeup brushes set and more than 3 billion other makeup tools. These products are mainly sold to more than 20 countries and regions such as:
- the Middle East,
- South Korea,
- Europe,
- the United States
- Africa etc.
In order to adapt to the needs of overseas markets, Luyi makeup brush factory continue to innovate and improve.
European and American users are used to changing a new set of makeup brushes every two or three months. In view of this feature, Luyi enterprises have changed the brush handle material from traditional wood or plastic to degradable materials such as wheat straw and corn fiber.
This environmentally friendly and sustainable material not only conforms to the environmental protection trend of the international market, but also adds a unique selling point to the product.
In terms of sales channels, Luyi mainly relies on cross-border e-commerce, and 70%-75% of its products are customized abroad.
In November 2024, Luyi held the “China Makeup Brush City·Luyi” Makeup Brush Industry Development Exchange and the First Beauty Makeup Brush Exhibition. This event attracted many companies and experts from home and abroad, providing a communication and cooperation platform for industry development and cross-border expansion.
Through this platform, Luyi makeup brush companies can better understand the international market needs and trends, strengthen cooperation with international brands. They further enhance the international competitiveness of the industry.
Today, Luyi has inextricable ties with international brands such as Chanel, Estee Lauder, L’Oreal, Procter & Gamble, and Avon. The choice of these internationally renowned brands fully demonstrates the quality and strength of Luyi makeup brushes. Luyi makeup brushes have become an indispensable part of the global cosmetics industry。
Looking to the future: the infinite possibilities of Luyi makeup brush industry
Looking back on the development of Luyi’s makeup brush industry, we can’t help but be impressed by the wisdom and courage of Luyi people. From a small county famous for mutton processing to the world’s largest makeup brush production base, Luyi people have written a legend with sweat and hard work.
Looking to the future, Luyi’s makeup brush industry is full of infinite possibilities. With the continuous advancement of technology and the continuous changes in consumer demand, Luyi makeup brush companies will continue to increase R&D investment to enhance the technological content and added value.
At the same time, Luyi will further strengthen brand building and enhance the international influence of the brand. By participating in international exhibitions and holding brand promotion activities, more overseas consumers will understand and recognize the Luyi makeup brush brand. In addition, Luyi will actively expand overseas markets, strengthen cooperation with international brands, and realize the global layout of the industry.
Today, with the booming global cosmetics industry, the Luyi makeup brush industry is standing at a new historical starting point. If you are looking for makeup brush factory, you can contact us at will.