Luyi County in Henan Province, China, supplies over 85% of the world's makeup brush raw materials and produces about half of China's finished brushes, accounting for more than 90% of the country's brush exports. This development signals a mature supply chain for overseas importers and distributors seeking reliable sourcing for beauty tools.
Supply chain dominance
Luyi County, with a population of about 1 million, has built China's most complete makeup brush industrial chain, from raw wool processing to finished product manufacturing, packaging, logistics, and e-commerce sales. The localization rate of related processes exceeds 95%. The county produces 150 million premium makeup brush sets annually, with yearly sales exceeding 13 billion yuan (about $1.8 billion) and employing over 70,000 people.
From OEM to own brands
Historically reliant on OEM production, Luyi County transformed after 2016 when the local government established a 67-hectare makeup brush industrial park with policies including factory rent exemptions, startup loan interest subsidies, a provincial-level quality inspection center, and a cross-border e-commerce incubator. Companies like Diyas, founded by Huang Chunjie, shifted from raw material trading and OEM to developing their own brands, targeting mid-to-high-end markets.
Export and logistics advantages
Luyi County has diversified its export channels, combining offline trade fairs, bulk sea freight, China-Europe freight trains for urgent orders, and cross-border e-commerce platforms like Alibaba, Amazon, and TikTok. Diyas operates direct sales networks in Europe and a warehouse in Germany, delivering products within 20 days via China-Europe trains—half the time of sea freight. The company's annual output exceeds 70 million yuan, with exports accounting for over 70% of revenue.
Innovation and standards
Luyi County has fostered 63 own brands and registered 214 patents, launching an average of 10 new products daily. It led the creation of provincial and group standards for makeup brushes, earning the title "China's Makeup Brush City" in 2022. Many companies have obtained ISO 9001 certification, and new eco-friendly biodegradable brush hairs and green packaging are emerging as competitive advantages.
What buyers should watch
For overseas buyers, Luyi County offers a mature, vertically integrated supply chain with high localization, rapid logistics via China-Europe trains, and growing cross-border e-commerce capabilities. The shift from OEM to branded production means buyers can source both private-label and innovative finished products. Emerging markets in Southeast Asia and the Middle East are also expanding, indicating broader global reach.
Source: Read the original report | Published: June 15, 2026