LF Beauty - a supplier of products and solutions for the beauty industry - has changed name to Meiyume (pronounced may-you-may). For the beauty company, the rebrand is a response to the rapidly-changing beauty landscape and the changing face of today’s consumer.
A fusion of Mei (美), Chinese for beauty, and Yume (夢), Japanese for dream; the new brand positioning is based on the idea of Meiyume as the catalyst shaping opportunities and transforming visions into reality. “The look and feel of Meiyume is modern and sophisticated with black, white and grey brand colours that are classic and timeless and with a touch of vibrant red representing Meiyume’s origins with Li & Fung,” said the company in a release.
As part of the rebrand, Meiyume’s business has been restructured into three key divisions: Packaging & Turnkey Solutions, Retail Solutions, and Brands.
The rebrand comes after the completion of Li & Fung’s strategic divestment of its three product verticals (Furniture, Sweaters and Beauty) in April 2018 to form LH Pegasus, which is 45% owned by Hony Capital and 55% owned by the Fung Group.