"THE COLORIST" is the first Beauty Trend Retail Brand launched by KK Group and is currently one of the most popular beauty collection brands in China. After nearly two years of internal preparation, it opened its first two stores in Guangzhou and Shenzhen in 2019 and quickly became a sensation across China. As of October 2025, "THE COLORIST" has more than 340 stores both domestically and internationally.

With a keen insight into international makeup trends, “THE COLORIST” connects consumers with high-quality global makeup brands (both international and domestic trendy brands) and provides young customers with carefully selected products that are of high quality, personalized, and design-oriented, as well as aesthetic experiences.

The average store size of “THE COLORIST” is 200 square meters. Through its signature pink visual display, a collection of over 500 global beauty brands, and a 1:1 free makeup trial service, it has quickly won the recognition of millions of young female consumers.