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毛戈平二十六年：从化妆师到港交所上市的高端美妆之路

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所属报告：

美妆行业深度报告：从专业彩妆、高奢美妆看中国品牌高端化机会-260709（37页）.pdf

打包全文图表

毛戈平的品牌发展历程是中国本土高端美妆品牌从0到1、从专业到文化的完整样本。1994年，毛戈平为电视剧《武则天》中刘晓庆设计从15岁到80岁年龄跨度的妆容，一举奠定其“魔术化妆师”的行业地位。2000年MAOGEPING品牌正式创立，以彩妆切入市场；2003年首家专柜入驻上海，开启线下高端百货渠道布局。此后品牌持续深耕东方美学——2008年服务北京奥运会开幕式妆造，2018年起与故宫文创连续推出六季“气蕴东方”系列，2021年成为杭州亚运会官方供应商，2024年登陆港交所，2025年推出“闻道东方”香氛系列，2026年联动TEAM CHINA发布“耀米兰”盛彩晶曜系列。毛戈平已从专业化妆师品牌成长为覆盖彩妆、护肤、香氛全品类的高端美妆集团。数据来源：毛戈平官网，毛戈平招股书，国泰海通证券研究

毛戈平品牌发展历程关键事件
年份	关键事件
1994年	毛戈平为出演《武则天》的刘晓庆化妆，打造从15岁到80岁年龄跨度的妆容，被誉为“魔术化妆师”
2000年	MAOGEPING 品牌创立，以彩妆品类切入市场
2003年	首家专柜入驻上海，开启线下高端百货渠道布局
2008年	服务北京奥运会开幕式妆造，强化国家级妆造经验背书
2018—2019年	故宫文创合作 / “气蕴东方”系列发布
2021年	成为杭州亚运会官方供应商
2023—2024年	合作中国国家队 / 巴黎奥运会
2024年	于香港交易所上市
2025年	推出“闻道东方”香氛系列，延展东方美学生活方式
2026年	联动 TEAM CHINA 发布“耀米兰”盛彩晶曜系列，助力中国冰雪健儿

数据来源：毛戈平官网，毛戈平招股书，国泰海通证券研究

从毛戈平品牌二十余年的发展轨迹来看，可以提炼出三个关键判断：
创始人IP是品牌起步的核心资产。 1994年《武则天》中为刘晓庆打造年龄跨度妆容的事件，是毛戈平个人职业生涯中最重要的里程碑，也是品牌创立前最强大的专业背书。2000年品牌创立时，创始人毛戈平已是国家级知名化妆师，其个人声誉直接转化为品牌的初始信任资产，使MAOGEPING在创立之初即区别于普通国货彩妆品牌。
“国家级妆造”合作持续强化专业高度。从2008年北京奥运会、2021年杭州亚运会、2023—2024年中国国家队及巴黎奥运会，到2026年联动TEAM CHINA发布“耀米兰”系列，品牌持续通过与国家级体育赛事的合作，将“专业妆造能力”与“国家形象”绑定。这一策略使毛戈平在专业彩妆品牌中建立了难以被复制的背书体系。
从专业到文化：东方美学IP联名构建品牌护城河。 2018年至今持续六季的故宫文创“气蕴东方”系列合作，是品牌从“专业彩妆工具”向“东方美学文化符号”跃迁的关键战略。2025年“闻道东方”香氛系列的推出，将品牌主张从视觉妆容延展至嗅觉体验，迈出了从“专业美妆品牌”向“东方高端美学品牌”转型的重要一步。2024年港交所上市则为品牌后续的国际化与品类拓展提供了资本基础。