JVLBEAUTY BRAND STORY

OUR MISSION

We exist for women who refuse to be defined. For those who choose drama over safe, bold over bland, and truth over approval. At JVLBEAUTY, makeup isn’t about fitting in — it’s about standing out. We celebrate every woman’s power to express, transform, and bloom on her own terms — even when the world isn’t ready

OUR VISION

We dream of a world where beauty means boldness.
Where Chinese creativity shines globally.
Where every woman, no matter her story, finds the power to reinvent herself.
We’re not here to follow trends — we’re here to set them.

OUR CORE VALUES

Authenticity over approval
We believe in being real — not just what's likable.
Be brave enough to show every side of yourself.

Freedom of self-expression
Beauty is personal. You don’t need permission to be bold, sexy, or different.
Makeup is not a mask — it’s your voice.

Dare to be misunderstood
You don’t need everyone to get you.
Trust yourself, think independently, grow beyond limits.

Diversity matters
We welcome all perspectives.
Power comes from being open, curious, and inclusive.

Bold, alive, and true
We are drawn to people with energy, courage, honesty, and heart.
JVLBEAUTY is for those who live vividly.