Phoera cosmetics

Phoera is a cosmetics brand that gained significant global popularity through social media, particularly for its high-coverage liquid foundations. The brand was established around 2017–2018 with a mission to provide professional-grade, long-lasting, and cruelty-free makeup at an affordable price point. While the brand emphasizes its creative and scientific roots in London, United Kingdom, it maintains a strong dual operational presence involving both British and Chinese entities.

The brand's manufacturing is distributed across multiple locations, primarily utilizing advanced facilities in China (notably in Yiwu, Zhejiang) to leverage efficient production and logistics, while also maintaining ties to the UK for design and distribution. Ownership of the Phoera trademark and brand is held by Fang Mingxing and the associated entity Yiwu City Lanli Trading Co., Ltd. Despite various resellers and distributors appearing in different markets like the US and UK, the ultimate control and manufacturing oversight remain centered within this Chinese-based leadership.