Curated
Choose Beauty Lab
Established C-beauty brands
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Of two markets, at home in both.
Luna Rising LLC is a Chicago-based company building two complementary paths between Chinese beauty and the US consumer. Both run on the same compliance, importation, and localization backbone.
Mission
Close the distance between two markets.
It used to be hard to see what was happening on the other side of the world. It isn't anymore, but reading it well still takes a cultural lens. Every brand we carry across, I'd put my name on in either room.
Eryn Li · Founder
Hello world,
You have access to almost everything now, including a wave of Chinese beauty brands quietly redefining the category, building disciplined product in a market most US buyers can't read past. The information is there. The cultural lens to read it isn't. That's where I come in: born and raised in China with sixteen years living in the US, I can be the bridge.
Luna Rising LLC exists to close the gap. Choose Beauty Lab is the curation side, featuring Chinese brands brought across because I trust them on both ends. Luna Rising is my own line, my own taste, sitting on the same shelf. Both share the compliance, importation, and localization work US legitimacy demands.
Whether you're a partner, a buyer, or just curious, let's see what the next shelf looks like together.
— Eryn
Where I come in
Bi-cultural
I read both rooms. That's how I tell which Chinese brands will travel cleanly to a US shelf, and make sure a brand story, ingredient claim, or positioning will never trip on translation.
Plugged in
An SCC membership keeps me adjacent to formulation, R&D, and regulatory work — close enough to see where the category is moving before it shows up at retail.
Operations in-house
Platform, compliance, and fulfillment all under one roof. Eight years in IT means I troubleshoot problems firsthand rather than wait on a vendor.
How we operate
One company, two paths to market.
Owned
Luna Rising
Custom-formulated skincare
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Operating from Chicago.
Chicago is America's third-largest city with rich history and culture, music, and the best summers on earth. It also happens to be the heart of the country in more than just geography: every Class I railroad on the continent meets here, O'Hare is one of the world's densest air-cargo hubs, and the metro mirrors the national average closely enough to read as a working sample of US consumers.
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