The earning power of Zhao Lusi, the so-called "top dog of Xiaohongshu" and a leading "post-95s" female entertainer, continues to grow.

On July 11th, while performing a concert in Macau, Zhao Lusi simultaneously introduced her personal beauty brand, ROSE AMIGO, to the public as a complimentary gift. Attending fans could scan a code to receive a lip mask product imprinted with the "ROSE AMIGO" logo.

Information from the China National Intellectual Property Administration's trademark office shows that the trademark holder for "ROSE AMIGO" is Chengdu Maning Limited Enterprise Management Co., Ltd., a company in which Zhao Lusi holds a 90% stake. This trademark was first filed in February 2025.

On stage, she is the "top-tier starlet" who makes fans scream; off stage, she is building her "commercial empire" at a remarkable pace.

Beyond the beauty brand, Zhao Lusi's women's clothing flagship store, ROSYDOEDIAN, also quietly launched in July. Its lifestyle brand's Tmall flagship store has already attracted over 420,000 followers.

Furthermore, many netizens have recently posted photos of construction barriers, suggesting that ROSYDOEDIAN will open a physical store at Beijing's HUIJU shopping center.

Transitioning from "spokesperson" to "brand founder," from "popular starlet" to "businesswoman," Zhao Lusi has never been far from the spotlight.

In an era where entertainment industry popularity cycles accelerate and celebrity commercial value is being reassessed, the question arises: is Zhao Lusi's move a short-sighted attempt to monetize fans, or a well-considered step in advancing her commercial strategy?

Her path also invites comparison to another female celebrity who has achieved great success in the beauty sector: Fan Bingbing.

Fan Bingbing's Fan BEAUTY Diary, launched in 2018, stands as one of the most successful celebrity beauty brands. Public data suggests the brand's annual revenue for 2025 is estimated at 1.8 billion yuan. During this year's "618" shopping festival, it ranked 19th among the top 20 beauty brands on the TaoTian platform.

From Fan Bingbing to Zhao Lusi, the business models of China's top celebrities appear to be undergoing a significant transformation, guided by their commercial acumen.

The Genesis of an Empire

The beginning of Zhao Lusi's brand empire can be traced to a contract termination dispute in the summer of 2025.

In August 2025, Zhao Lusi suddenly posted a lengthy statement on Weibo publicly accusing her agency, Galaxy Cool Entertainment, dominating trending topics on content platforms for days.

Concurrently, she began high-frequency live streams on Douyin and Xiaohongshu, with her longest session exceeding seven hours.

This series of events allowed this internet-famous, variety-show-launched "post-95s star" to fully showcase her "authentic personality" and "relatable vibe."

Through these frequent live streams, many fans began to see her as an "online bestie," though some casual observers expressed fatigue at seeing her content everywhere.

With fame and criticism arriving simultaneously, propelled by massive traffic, Zhao Lusi became the first person on Xiaohongshu to surpass 20 million followers. As of July 17, 2026, her follower count has reached 24.928 million, putting her far ahead of others.

The insecurity stemming from the contract dispute likely catalyzed her desire to move beyond being a "worker in the capital chain"—she wanted to be her own boss.

At a concert in Bangkok, Thailand, this year, Zhao Lusi also shared the origin story of the brand ROSYDOEDIAN (RDD). She expressed that last year she felt she couldn't continue in the industry, but life must go on. Combined with her love for design and many ideas, she and her team created RDD.

Breaking down the name ROSYDOEDIAN: "Rosy" is her English name; "Doe" and "Dian" are the names of her two dachshunds. Consequently, ROSYDOEDIAN is defined as a lifestyle brand for people and pets.

After its establishment, the brand launched multiple "Zhao Lusi same-style" products, attracting significant fan purchases, with many items selling tens of thousands of units.

Compared to similar products, ROSYDOEDIAN's pricing is not low, including hats priced at 219 yuan, suitcases costing over a thousand yuan, and various accessories under a hundred yuan.

In the past week, the brand's sales on a single platform ranged between 2.5 million and 5 million yuan, suggesting potential monthly sales exceeding 10 million yuan.

Perhaps RDD's success gave its founder sufficient confidence, as Zhao Lusi's commercial activities began to "blossom in multiple directions."

She first spun off RDD's women's clothing line independently, then set her sights on the high-margin beauty sector, attempting to capture premium profits through her personal aesthetic appeal.

On the other hand, Zhao Lusi has not neglected her acting career. According to fan revelations on social platforms, after the Macau concert, she is preparing to start filming a new project.

If her acting career serves as the emotional connection and traffic gateway, then her multi-line commercial endorsements and the strategic deployment of her own brands form a complete "consumption funnel" and profit matrix, beginning to show the shape of a commercial moat.

According to incomplete fan statistics, Zhao Lusi has secured 12 new endorsement deals in 2026, including brands like Pechoin, Ziyoudian, Xianyu, and Peli, covering categories such as beauty, daily necessities, and outdoor sports, indicating her commercial value remains high.

Navigating the Competitive Beauty Landscape

Unlike ROSYDOEDIAN, the competitive beauty sector may not be as forgiving of a "multi-talented" figure like Zhao Lusi.

For celebrities building brands, traffic is the entry ticket, but supply chain and quality control are the true moat—this is especially evident in the beauty and skincare arena.

Compared to simple daily necessities, beauty products require more stringent approval processes. Before market launch or import, manufacturers or importers must submit documentation for filing via an information service platform.

Besides the "ROSE AMIGO Pink Glow Lip Mask," another product currently filed under the ROSE AMIGO brand is the "ROSE AMIGO Radiance Red Carpet Face & Neck Mask."

Product filing information shows it was filed on June 25th of this year. Both the filing entity and the manufacturer are Guangdong Haitong Pharmaceutical Co., Ltd., which primarily acts as a contract manufacturer for small and medium-sized brands.

Thus, ROSE AMIGO's initial product category in the mainland China market might not be face masks, serums, or makeup, but the relatively niche face and neck mask.

Data shows the neck care category grew 460% year-on-year in 2025, with sales volume increasing 591% simultaneously. However, the size of China's neck mask market in 2023 was only about 230 million yuan.

With a small base and fast growth, Zhao Lusi's team has clearly done the math.

However, the fundamental competitiveness in the beauty and personal care industry always lies in the product.

The formula for ROSE AMIGO's first face and neck mask centers on niacinamide, centella asiatica, and soluble collagen, combined with plant extracts like rose, camellia, and peony. This formulation is fairly standard in the industry and has not yet demonstrated a differentiated technological barrier sufficient to support a premium price.

In the lifestyle goods sector, Zhao Lusi might still win with aesthetic design. But in the fiercely competitive beauty and skincare market, where ingredients and efficacy are paramount, relying solely on the "Zhao Lusi same-style" label is clearly insufficient.

Even Fan BEAUTY Diary, with annual sales in the billions, has progressed step by step in the beauty and skincare sector.

Founded by Fan Bingbing in 2018, it initially targeted the beauty device market with a radiofrequency device priced at 2399 yuan but failed to gain sustained traction.

It wasn't until 2019 that Fan BEAUTY Diary launched its hero product, the "Sea Grape Hydrating Mask," which sold 1.2 million pieces in its first month with a repurchase rate as high as 85%. To this day, it remains the brand's star product.

Subsequently, Fan BEAUTY Diary expanded the Sea Grape ingredient into a full product line, forming a complete hydration range covering cleansers, toners, serums, emulsions, and creams. Its GMV climbed from 850 million yuan in 2022 to 1.8 billion yuan in 2025.

Only with sufficiently strong product power can a celebrity beauty product transition from "fan purchases" to "mainstream consumption."

ROSE AMIGO will undoubtedly attract its first wave of consumers. However, whether it can amplify its brand presence sustainably and move beyond reliance on fans depends on its subsequent operational performance.

After all, fans' purchasing power has limits. Over-exploiting fan enthusiasm can easily trigger backlash from the general public, labeling the celebrity as "eager to cash in."

How to make non-fans willing to pay for the product itself is the biggest challenge Zhao Lusi faces in venturing into the beauty sector. A core task for ROSE AMIGO post-launch is to create a breakout product recognized by the general public.

Evolving Celebrity Business Models

Zooming out, Zhao Lusi's commercial strategy reflects the generational evolution of business models for entertainment celebrities.

Reviewing the development of celebrity commercial empires over the past decades, it can be roughly summarized in three stages.

The 1.0 era involved simple "endorsement appearances." Celebrities rented out their image and traffic, earning endorsement fees, forming the most basic "traffic leasing" model.

The 2.0 era involved investing in physical entities. The "celebrity hot pot restaurant frenzy" ignited years ago by stars like Xue Zhiqian's Shang Shang Qian and Chen He's Xian He Zhuang is a classic example.

However, opening offline stores like hot pot or milk tea shops involves heavy asset operations with extremely long management chains. Celebrities often only invest capital, not effort, making them prone to public relations crises due to food safety or franchise disputes, which can deplete personal reputation.

Now, celebrities represented by Fan Bingbing, Zhao Lusi, Bai Jingting, and Wang Hedi are ushering in the 3.0 era—creating personal consumer brands.

They are moving away from heavy-asset catering towards lighter-asset fields like beauty, apparel, and lifestyle goods. This model relies more on design, marketing, and supply chain integration, selling aesthetics and lifestyle concepts. The celebrity's daily life can be seamlessly woven into the brand narrative.

For celebrities, this also represents a shift from "traffic monetization" to "asset accumulation."

After all, a celebrity's traffic has a lifecycle. Looks fade, popularity wanes, and the release of film and TV projects is uncertain. Creating one's own brand essentially transforms "short-term traffic" into "long-term brand equity."

Fan Bingbing has walked this path, and many other celebrities are following. But how far they can go depends on the product, the operations, and whether they can truly bridge the chasm between "traffic fandom" and "brand equity."

For Zhao Lusi, although ROSYDOEDIAN has amassed over 400,000 followers on e-commerce platforms and is about to open a physical store, in the vast commercial world, this remains a number that requires constant investment of real capital to convert and retain.

Building a brand may seem to have a low entry barrier, but becoming a brand that endures through cycles requires continuous optimization and refinement across product development, operations management, supply chain, and after-sales service.

In the summer of 2026, Zhao Lusi stands under the concert spotlight, singing while quietly sowing new seeds in her commercial empire. However, whether these seeds will grow into towering trees remains a question only time can answer.