Jowell Global is a Chinese e-commerce platform selling cosmetics, health and nutritional supplements, and household products under the "LHH Mall" brand, operating via its website and mobile app. The company serves approximately 4.8 million registered VIP members across China. Jowell's core business model involves buying products from suppliers at wholesale prices and reselling them to consumers at retail prices through its online platform — its highest-margin channel. Jowell supplements this with an offline network of over 26,000 authorized "Love Home" franchise stores across 31 provinces, where franchisees purchase products through Jowell's platform at a 20% discount. The company also allows third-party merchants to operate storefronts on its platform, charging service fees of 5–10% of merchant revenues, and uses live streaming on TikTok Live, Kuaishou Live, and Taobao Live — working with influencers and content agencies — to market and sell products. The product mix has shifted materially toward health and nutritional supplements, which grew from 14% to 81% of revenue between FY2023 and FY2025. Jowell drives repeat purchases through VIP membership perks, coupons, referral rewards, and flash sales, with repeat customers accounting for 49% of orders in FY2025. The company's largest supplier is Longrich Group, a related party that manufactures cosmetics and supplies products to the platform.