Wendy Yu Launches Luxury Beauty Brand Yumee

SHANGHAI — The fashion world knows Wendy Yu well as an investor and as founder of the Yu Prize, but creative director of a beauty venture is a completely new hat for Yu. The young businesswoman has unveiled a luxury and cruelty-free line of color cosmetics, Yumee, that sees its official launch Thursday.

The initial collection comprises eight products and will be available on Red this week, followed by WeChat and Tmall in later months. Housed in light blue packaging with a peony logo, Yumee lipsticks retail for 328 renminbi, a highlighter trio for 398 renminbi, and eye shadow palette for 488 renminbi. The lipsticks, in particular, come in a special leather tassel that can be attached to a key chain or purse.

Yumee by Wendy Yu
Yumee by Wendy Yu
Yumee by Wendy Yu
Yumee by Wendy Yu

While she did examine investment opportunities within beauty, she told WWD, “I always knew I’m going to do

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