Rouye Beauty

Rouye is a Shanghai-based clean beauty brand with a mission to create a range of inclusive, aspirational products for young Chinese consumers at the start of their beauty journey.

Unlike many existing Chinese clean beauty brands which focus mainly on safety and effectiveness, Rouye actively promotes emotional wellbeing and self-care.

The brand aims to recreate the classic daily beauty ritual with a launch collection of 5 unique products: facial spray, liquid foundation and compact, lip serum and lipstick. These celebrate natural beauty and only use ingredients that are kind to sensitive skin and free from raw materials that are widely considered to be harmful or toxic. Rouye’s products are made in top Japanese clean beauty labs and all packaging are sustainably made and sourced in China.

The visual identity design learns from both Chinese and English calligraphy, yet not without a contemporary twist in details like starting and ending of the strokes.

The color system takes its cue from the brand’s name, and strikes the balance of “mildness” and “wildness”. The light blue is pure, clean and calming, which grounds the brilliant red that is full of life and energy.

The packaging is intentionally smaller than common product sizes to create a sense of playfulness and flexibility. Compared to a lot of elaborate beauty packaging in China, they are minimal yet not clinical.