At Oni Color, a color analysis studio in Shijiazhuang, Hebei province, Wang Lifan drapes a white cloth over a client's hair and clothes, studying how different fabric swatches look against their skin.
She asks about the client's style preferences, makeup habits, and desired impression, then reviews their makeup bag to see what works and what does not.
As a film student in South Korea, Wang used to follow fashion trends, but none of them felt quite right. One day, a local friend asked her about her "personal color". After trying color analysis herself, Wang finally found a style that suited her.
After university, Wang worked as a photographer in China, then returned to South Korea for training after spotting a gap in the local market. She opened her studio in June 2024.
At first, Wang worried about whether the business would work in a smaller city. But after she posted about the studio on Xiaohongshu, also known as RedNote, she gained 2,000 followers in two weeks and was fully booked for three months before the studio even opened. "There is demand here," she said.
A one-hour session costs 680 yuan ($100) per person. According to Wang, her clients are not simply paying to follow trends. They are paying for a visible transformation, and many see the experience as a long-term investment. Clients who work in fields such as teaching and medicine, for example, often want to look more professional and confident.
Wang's studio reflects a broader shift among young Chinese consumers, who are increasingly willing to pay for products and services that feel personal, emotionally rewarding, and tied to identity. Across beauty, culture, and lifestyle consumption, value lies not only in what they buy, but also in what the experience helps them discover or express.
Wang said the phrases she hears most often from clients are "finding myself" and "it completely changed how I saw myself".
One client, a doctor under constant work pressure who rarely found moments of joy in daily life, told Wang that discovering a style that suited them brought genuine happiness.
To better adapt the Korean color analysis system for Chinese clients, Wang added facial structure and natural contrast to her assessments. For ethnic minority clients, she often recommends richer colors and warmer tones instead of the muted grays commonly suggested in South Korea.
Driven by customer demand, Wang has expanded into bone-shape assessment and bridal styling, aiming to build a one-stop service that combines color analysis, makeup, and professional photography.
