Welcome to Rhed, your new destination for niche and hard-to-find Chinese beauty and fragrance brands.

Discover an expertly curated collection of Chinese makeup, skincare and fragrance - where innovation meets high-performance and exquisite design. While there are many amazing Chinese brands, we don't stock them all. At Rhed, we select only the best products that meet our high standards of quality, and will suit a wide range of people. 

Every product here at Rhed has been personally tested by us and thoughtfully selected for you with quality, safety and trust in mind. Every order is handled with care, so your Rhed experience feels as luxurious as the products themselves.

How Rhed Began

I travelled to China with my Chinese husband to celebrate our wedding. During our stay there, my husband purchased some makeup and skincare products for me to use. I was impressed at how beautifully made the products were. Clean ingredients, gentle on my skin, and affordable yet high-quality. I immediately thought that I had to bring C-beauty back home to New Zealand. In New Zealand, Chinese beauty brands are still relatively unknown. 

Brand Name

Rhed is named after the colour red - inspired by my mother's love of red lipstick. To my mother, applying red lipstick is an act of self-love. From a young age I would watch my mother get ready to go out. She would swipe on her red lipstick, and I could see how confident and happy it made her feel. My mother is my biggest beauty inspiration.

About the Founder

As a mixed-race New Zealander with Chinese heritage, I have always felt a deep connection to China. I obtained a degree in Chinese - studying the language, history and culture. I have also travelled to China several times to explore my identity. 

Alongside this, I am a trained makeup artist with years of experience in the luxury beauty and fragrance industry.

My experience and skill set uniquely position me to introduce Chinese beauty and fragrance to a global audience in an authentic, elevated way.

Is Chinese Makeup Safe?

Yes, China's beauty industry is one of the most tightly regulated in the world. All cosmetics must pass strict requirements and pass testing for heavy metals, microbes, allergens, stability and ingredient safety before they go to market.

Many major global brands manufacture in China because the technology, labs and production standards are world-class.

At Rhed, we only stock brands that:
Pass safety testing
Meet New Zealand ingredient standards
Come from reputable, legitimate cosmetic companies in China
Have transparent manufacturing and documented quality control
Are personally tested and curated by us

Chinese makeup brands have evolved into high-quality, innovate and safe cosmetics that rival Western brands in performance and quality.

Rhed does NOT stock random unregulated factory makeup - only trusted, proven brands. Your safety and trust is our top priority.

Is Rhed an Authorised Retailer?

Yes, Rhed works directly with brands and we only sell products that we are authorised to distribute. This is how Rhed can offer you fair, accessible prices.

Rhed does NOT dropship or parallel import. All products are stocked locally in New Zealand.

What this means for you:
Guaranteed authenticity
Official brand partnerships
Thoughtfully curated selection
Fair, transparent pricing
Full customer support

The Rise of Chinese Perfumery

Over the past decade, the Chinese perfume industry has undergone an extraordinary transformation and is now emerging as a hub of creativity, craftsmanship and innovation in scent. Modern Chinese perfumers are blending centuries-old traditions with contemporary techniques, drawing inspiration from natural ingredients, Chinese herbs, tea, flowers and rare spices.

This new wave of perfumery emphasizes storytelling, artistry and individuality, offering fragrances that are unique and expressive. Today, Chinese perfumes are gaining recognition worldwide, captivating fragrance enthusiasts with their delicate balance of heritage, modernity and luxury.

At Rhed, we celebrate this evolution by curating only the finest Chinese fragrances - showcasing brands that reflect quality, sophistication, and a distinct olfactory identity.