Recently, there have been reports circulating that the mainland Chinese influencer beauty brand “Blank Me 半分一” (‘Blank Me’), which previously rose to the top spot in the cosmetics category on Tmall as “China’s number one domestic product”, is facing bankruptcy and compulsory liquidation as requested by its supplier, Shanghai Boguan Ruisi Media Technology Co., Ltd. The parent company, Shanghai Yongxi Information Technology Co., Ltd., has been pursued for outstanding debts by suppliers, manufacturers, and service providers.
According to a report by “Lan Jing News” on May 27th, information from the business inquiry platform “Tianyancha” shows that on May 25, 2026, Shanghai Yongxi Information Technology Co., Ltd., the parent company of “Blank Me”, added a bankruptcy case with Shanghai Boguan Ruisi Media Technology Co., Ltd. as the applicant.
Shanghai Boguan Ruisi Media Technology Co., Ltd. is an integrated marketing service provider that primarily offers e-commerce operations and brand promotion services for fashion, beauty, and health brands. Based on the information disclosed so far, Shanghai Yongxi’s bankruptcy application to the Shanghai Third Intermediate People’s Court may be related to arrears in e-commerce operations or brand marketing-related expenses.
However, despite the news of bankruptcy, the stores of “Blank Me” on platforms such as Tmall and Douyin are still operating. In response to the “bankruptcy” news, store customer service told mainland media that they have not received any relevant notifications.
Public records show that “Blank Me” was established in 2016, focusing on makeup products. In 2019, their first makeup product was launched, including foundation cream, liquid foundation, cushion, and makeup base. As one of the emerging mainland Chinese trendy beauty brands around 2017, Blank Me, along with Huaxizi, Perfect Diary, and Fangli, garnered attention from the market.
According to mainland reports, “Blank Me” has received investments from organizations or companies such as World Technology, Shangcheng Investment, and Youke. During the “Double 11” shopping festival in 2022, the brand reached the top spot in the Tmall makeup category as “China’s number one domestic product” and was selected for the 2022 Forbes China Top 100 Innovative Brands.
However, the brand’s business performance has weakened in recent years. Blank Me’s official Weibo account has not been updated since December 2024, while the latest content on Xiaohongshu and Douyin accounts dates back to March and April 2025. On Douyin, the official account of “Blank Me 半分一” has not been live streaming since August 2025.
“Lan Jing News” reported that Shanghai Yongxi has previously faced multiple debt disputes, with several individuals already listed as debtors. From June 2025 to April 2026, Shanghai Yongxi and its legal representative Yang Boya have been subject to consumer spending restrictions by courts in Shanghai and Zhongshan.
Shanghai Yongxi has also been listed as a debtor for failing to pay manufacturing partners, packaging suppliers, suppliers, and e-commerce operation service providers. Some suppliers have taken to social media to demand payment.
From achieving the title of “China’s number one domestic product” on Tmall to the bankruptcy application of its parent company, the operational changes for “Blank Me” have happened within just a few years. With the exposure of the bankruptcy case, this once capital and market-driven new consumer brand has once again become the subject of media attention in mainland China.