Mao Geping's 2025 revenue is projected to grow by 30% to 5.05 billion yuan, with luxury caviar face masks retailing over 1 billion yuan.

On March 26, MOGE PING released its 2025 financial report. The report disclosed that last year the company’s revenue grew by 30% to 50.5 billion yuan, while net profit grew by 37% to 1.204 billion yuan.

Image source: corporate announcement screenshot

In the financial report, the company noted that it adheres to a content-driven brand-building strategy. It achieved precise targeting and high-efficiency conversion both online and offline. In 2025, the company’s selling expense ratio decreased by 0.7 percentage points.

The growth rates of both makeup and skincare revenue exceeded 30%. Among them, revenue from sales of makeup products totaled 2.996 billion yuan, up 30% year over year. Sales of the LUXURY CAVIAR FLAWLESS Cushion Foundation lotion both exceeded 300 million yuan in retail. In 2025, it launched new eye-makeup products, the STAR SKY Eye Shadow and the LAND EYE Shadow. During the reporting period, they respectively achieved retail sales of more than 6 million yuan and 9 million yuan.

Revenue from skincare product sales totaled 1.873 billion yuan, up 31.1%. The LUXURY CAVIAR mask and the LUXURY CAVIAR eye mask respectively achieved retail sales of more than 1 billion yuan and 100 million yuan, while the SKIN-NURTURING RENEWING BLACK CREAM achieved retail sales of more than 300 million yuan.

As for the fragrance category, since it was released on May 8, 2025 through the end of the reporting period, it generated revenue of nearly 34 million yuan.

For stores, in 2025 the company added a net of 36 new stores, continuing to penetrate high-end commercial districts in first-tier cities. It built benchmark stores such as SKP, Hubin Pedestrian Street, and Hangzhou Grand Canal Plaza. For existing counters, optimization and upgrades were carried out, and revenue from stores opened for the same time increased by 16% year over year. The first Hong Kong, China direct-operated specialty counter was rolled out in October 2025.

In 2025, the company’s offline membership reached 6.4 million, while its online membership reached 15.6 million. Both online and offline saw an improvement in repurchase rates.

(Corporate announcement)

(Edited by: Lin Chen)

Keywords:

                                                            MOGE PING
                                                            cosmetics