LF Beauty rebrands as MeiYume to adapt to changing face of consumer

LF Beauty rebrands as MeiYume to adapt to changing face of consumer

Beauty supplier and partner LF Beauty (part of the Fung Group) has rebranded as Meiyume in a bid to better reflect the changing face of consumers.

Operating under the new brand as of this week, the new name  means Mei, Chinese for beauty, and Yume, Japanese for dream. Company packaging has evolved, with a classic black, white and grey look with touches of red.

The company has also restructured its business into three divisions as part of the shakeup, which are Packaging and Turnkey Solutions, Retail Solutions and Brands, with the company having a renewed focus on its business strategy of its Empowering Beauty Solutions.

Gerard Raymond, President of MEIYUME, said, “I am thrilled to unveil our new brand identity as MEIYUME. We embarked on a transformation journey earlier this year and I am so proud to have reached this important milestone which marks an exciting era of opportunity for our business and puts us on a new path of growth and success. With a new brand and structure, we are best-positioned to connect end consumers and the entire supply chain, and to create value for our customers like no other company in our industry.”

Commenting further, Fung Group’s Deputy Group Chairman, William Fung, said, “Our beauty business has seen a lot of exciting new growth opportunities this year and with our new brand identity crystalized, I’m optimistic about the future and how we can continue to push the beauty industry forward. It is the right time to undergo a full rebrand and really focus on who we are and the value we deliver to our customers.”

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