About NeoFelis
NeoFelis is a boutique beauty consultancy studio dedicated to helping international brands succeed in China.
We specialize in distributor matchmaking, sales network development, and market insight sharing.
China is a vast and complex market—but it’s also full of opportunity.
At NeoFelis, we aim to make your market entry smoother through soft launches and long-term, sustainable brand management tailored to local realities.
Co-Founder, Camila Yang
Camila brings 9 years of integrated experience in the cosmetics, skincare, and fragrance industries, alongside a solid background in business strategy and management consulting.
She has supported over 50 global beauty brands in crafting and executing market entry strategies for China and has successfully connected global beauty brands with the right distribution partners.
With hands-on expertise across both online and offline channels—including Tmall, RED (Xiaohongshu), Douyin, spa networks and more—Camila excels in aligning each brand’s DNA with the most suitable sales platforms to unlock growth.
Based in China and frequently traveling across the APAC region, she possesses a deep, on-the-ground understanding of regional consumer behavior, market trends, and sales operations. This enables her to develop highly localized, actionable strategies for brand expansion across Asia.
Global Footprint: Born and raised in China; Educated in the United States; Professional experience with American and German companies; Trusted brand partnerships across Europe and Australia; Extensive distributor and sales network throughout the APAC region
Co-Founder, Amber
Graduated from Australia, lived in the UK for 4 years
Amber has extensive experience in branding. She served as the PR Director of S‘YOUNG，a listed Chinese beauty company, where she formulated the company’s overseas PR strategy and took the lead in its implementation. Amber also served as the BD Director, leading more the more than 20 international brands into the China market.
Amber has worked as Communications Executive at Huawei (UK) in London, planning and execution in PR events and CSR activities. she gained invaluable insights into international marketing models and established an extensive network of resources.
Global Footprint: Grew up in China; Studied in Australia; Worked in the UK; Built brand partnerships across Europe
Our Values
Transparency
We communicate with honesty and clarity, sharing only what’s real and committing only to what we can deliver—building trust through transparency.
Expertise
Efficient ExeWe specialize in beauty, offering technical consulting and practical market strategies backed by hands-on experience and a direct sales network in China.
Venture
In a dynamic market, we guide clients to explore a range of models—online, offline, distribution, JV, in-house, and beyond—to find the right path to breakthrough.
Distribution Strategy, Execution and Management for Beauty Brands 