Guangzhou Hot Beauty Information Technology Co., Ltd Formerly known as Guangzhou Hett International Trade Co., Ltd., the company was founded by Helena, from Yanling, Henan. In 2009, she graduated from Xinyang Normal University with a degree in International Economics and Trade. She then interned at Senyuan Factory in Xuchang, where her outstanding performance earned recognition from her boss. However, instead of staying locally, she decided to venture into a big city.
Coincidentally, her cousin in Guangzhou was preparing to develop overseas, so after careful consideration, Helena decided to take over her cousin’s company and start her entrepreneurial journey. At this time, she met her classmate Dong Lan, who also chose to develop in Guangzhou. Together, they started a small 3-square-meter wig booth in Guangzhou, focusing on wig trade. In the early days of the business, the tasks were chaotic and complex. Helena often worked until 3 or 4 a.m., but she never complained and remained confident in the companys development. She applied the theoretical knowledge she learned in school to accurately target the market.
In April 2010, influenced by the domestic e-commerce wave, the companys products were listed on Alibaba International Station and AliExpress, becoming one of the early entrants in the wig industry on these two major platforms. The business scope gradually expanded from Africa to the European and American markets, and the company began a dual online and offline operation model. In July 2011, the Hett trademark was officially registered. At this point, Helena decided to recruit and train an online marketing team, and after one-on-one training and selection, retained 8 core members.
In June 2012, the company introduced the concept of team, officially transitioning from initial solo operations to team-based operations. After three years of effort, the team grew from 8 to 25 members.
As the company developed, challenges arose. Both founders were newly graduated and lacked management experience, leading to difficulties with the rapid expansion of the team. Some senior employees left due to lack of attention, taking some clients with them. Remaining employees were also influenced by the entrepreneurial trend and began to consider starting their own businesses.
Facing these difficulties, Helena remained optimistic. She believed that even if the team disbanded, she still had accumulated resources, funds, and market foundation to start over. To address this, she invested hundreds of thousands of yuan to learn management experience through various channels, changed her personnel management philosophy, and gradually developed her own management methods.
Since 2016, facing increasingly fierce foreign trade competition and a sluggish domestic and international trade market, Helena viewed challenges as opportunities. She adjusted her marketing strategy according to market demand changes, continuously developed new products, and sought differentiated competition. She successfully developed a C2B product customization flexible supply chain, greatly enhancing the company’s competitiveness and profitability.
During this period, the company innovated by adopting new cross-border e-commerce models such as social sharing and fan economy, quickly establishing a presence in the competitive U.S. market. The company’s LUVME brand became the top-selling wig brand in the U.S. within two years. Leveraging the wig industry chain in Xuchang, Henan, and utilizing e-commerce technology, the company gradually grew. With the industrys development and a commitment to product quality, Luvmehair transitioned from wholesale trade to independent site sales and eventually partnered with Shopify for rapid growth. Sales surged, with the brand thriving in the Americas, Europe, and parts of Africa. Luvmehair was also included in the top 50 Chinese brands going global by Facebook and Google.
Luvmehair’s success in the international market, particularly its rising ranking on wig brand social media influence lists, demonstrates its global impact and popularity. Luvmehair’s rise not only showcases the competitiveness of China’s wig industry in the international market but also reflects the strong emergence of Chinese brands on the global stage.
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