Onion Global to launch private label cosmetic contact line

Chinese lifestyle company Onion Global Limited has announced that it is partnering with another company to create its first private label brand of cosmetic contact lenses. 

Onion Global will work with another Chinese company Sunwah Chuanyu and Korean contact lens manufacturer EYEMERA to launch the Eyelicious line. Eyelicious is the latest brand unveiled under Onion Global's entirely new contact lens product category, and will be sold through its online and offline channels and authorized third-party platforms. The lenses are designed to provide long-lasting comfort and a “dramatic but natural look.” The launch of Eyelicious will also further strengthen Onion Global's overall omnichannel marketing strategy.

“We are excited to launch our first-ever cosmetic contact lens brand,” said Cong (Kenny) Li, founder and CEO of Onion Global. “Through this launch, we will tap into a brand new product category expanding our existing private label brands portfolio. Our primary goal is to fully utilize our top-notch supply chain to bring cosmetic contact lenses to the market and create a safe, trustworthy, and effortless shopping experience. We will also collaborate with our KOC influencers to create a memorable brand image for Eyelicious, and help the brand tell an authentic, differentiated, and engaging story to foster a meaningful connection with its consumers.”

Cosmetic contact lenses are a highly popular beauty trend and continue to maintain a healthy growth trajectory in China, following the rising trend in eye makeup. Onion Global said the larger and luminous eyes still represent the “beauty standard in terms of aesthetic perception amongst Chinese consumers, and cosmetic contact lenses are highly effective in creating such an effect.”

“Onion Global puts a strong focus on incubating innovation-led brands to match the quality and tailored products on the market combined with the optimal marketing and roll-out strategies,” added Li. “The expansion into cosmetic contact lenses complements our existing product categories and will give us new long-term growth opportunities in 2021 and beyond as we continue to grow our promising product pipeline."