Karseell

Karseell is a Chinese hair-care brand founded in 2005 [1] and owned by Guangzhou Chinchy Cosmetic Co., Ltd., a cosmetics manufacturer based in Guangzhou [2]. It is one of several in-house brands the company makes and sells directly from its own factory, alongside a contract-manufacturing (OEM/ODM) business that produces hair products for other labels. The brand reached a wider Western audience in the mid-2020s when its collagen hair mask spread on TikTok and was picked up by lifestyle media [8].

Karseell is built around hair masks, oils and shampoos, with collagen as its recurring signature ingredient. The company positions the range as salon-grade and sells it through online marketplaces rather than a network of physical stores.

Karseell originates from China and is owned by Guangzhou Chinchy Cosmetic Co., Ltd., which the company says was founded in 2005 by Zhang Zhenliang [1]. Page schema data on the brand's own site records the founding date as 11 April 2005, and the 2005 year is consistent across the company's various sites. The headquarters sits in the Baiyun District of Guangzhou.

Rather than a standalone label with an independent founding story, Karseell is presented as one of the manufacturer's own hair-care brands. According to the company, its parent operates several in-house brands, listing Karseell, Ecolchi, Delofil, Masaroni and Colatin among them. The parent company's separate corporate site gives a slightly different portfolio — Karseell, Ecolchi, Delofil, Pallamina, CHINCHY and ROMACY [2] — so the exact line-up of sibling brands varies between the group's own pages.

The company describes itself as a manufacturer integrating research, production and sales, and says it has built up brands and customised products for businesses since 2005. In November 2024 the brand published an article titled "The Evolution of Karseell: 17 Years of Excellence," framing its history around the 2005 founding [7]. Older marketing copy cites "over 17 years of experience" while a more recent corporate page states "21+ years" [5][2]; both figures count from the same 2005 founding rather than indicating a disputed date.

The company reports that its products are shipped to more than 130 countries and regions, and that it has built a large following across TikTok, Facebook and Instagram. Its factory and distribution figures are stated by the company itself rather than independently verified.

Karseell is wholly an in-house brand of Guangzhou Chinchy Cosmetic Co., Ltd. The same parent owns the other brands in its portfolio, and there is no record in the available sources of Karseell being acquired from, or sold to, another company. The manufacturer also runs the karseellfactory.com and chinchygroup.com sites, which present the factory and its wholesale, distribution and private-label services.

Karseell positions itself as a source manufacturer selling directly to customers, emphasising what it calls salon-grade quality, sustainability and innovation. The company describes its mission as making high-quality hair care accessible to "every business" and lists its core values as environmental sustainability, health, and the pursuit of excellence in hair care [3]. A recurring claim across its pages is that all Karseell products — whether bought on Amazon, Walmart or TikTok — come directly from the company's own factory, which it frames as a guarantee of authenticity [1].

Because the company is primarily a manufacturer, much of its own copy is addressed to potential distributors and private-label clients as well as to consumers, reflecting a business that sells both finished brands and OEM/ODM services.

The brand's catalogue centres on hair treatments: the Karseell Hair Mask, a Hair Oil based on Moroccan argan oil, a Purple Hair Mask aimed at blonde and lightened hair, and Karseell Shampoo. Its best-known product is the Karseell Collagen Hair Mask, also sold as the Maca Collagen Hair Treatment, which is marketed as a deep-repair mask for all hair types. The company lists collagen, argan oil, maca, keratin and natural herbs among the formulas' ingredients [8].

On the manufacturing side, the company says its production complies with GMP, ISO 9001 and ISO 22716 standards and that its formulas are developed by a research-and-development team of more than 30 people [1]. These are the company's own stated credentials.

In 2024 the lifestyle publication SheKnows covered the Karseell Collagen Hair Treatment as a viral, TikTok-discovered hair mask, reporting that it had "sold over 40,000 times over the past month on Amazon" and was on sale for $19, down from $40 [8]. The article described the product as a "TikTok discovery" and quoted user reviews praising its effect on shine and breakage. This coverage, tied to the product's spread on TikTok, marks the brand's main mainstream-media recognition in the available sources.

Karseell is active. Its product range was current through 2025–2026, and the viral attention around the collagen mask, together with the 2024 editorial coverage, points to an operating brand backed by a working Chinese manufacturer [8]. It sells chiefly through online marketplaces — Amazon, Walmart and TikTok — rather than through its own retail network, and reports a global customer base spanning more than 130 countries.