Softto is a Guangzhou-based personal care and beauty products company that sells branded shampoos, body washes, facial cleansers, skincare, oral care, and household cleaning products in China. The Softto brand dates to 1988 and targets mass-market, price-sensitive Chinese consumers. Softto does not manufacture its own products — it designs and brands products, then contracts production to OEM manufacturers. Softto sells through two channels: offline wholesale (roughly 81% of H1 2025 revenue), where products move through distributors into supermarket cosmetics counters and community group-buying platforms like Meituan and Pinduoduo; and online retail (roughly 19%), where Softto sells directly on Tmall, JD.com, Pinduoduo, and TikTok, and through live-streaming influencers and KOL endorsements. Softto earns revenue by selling branded products at a markup over OEM costs, with profitability driven by unit volumes, selling prices, supplier procurement costs, and marketing spend. The offline channel generates lower gross margins but requires less marketing spend, while the online channel carries higher gross margins but has historically been loss-making at the operating level due to heavy influencer and advertising costs. Softto's growth strategy focuses on expanding live-streaming and social commerce, deepening offline distribution through community platforms, and developing functional hair care products such as anti-hair-loss and herbal shampoos. The company carries significant financial risk, including persistent net losses, an accumulated deficit of roughly $8.7M, and an unpaid Bank of China loan of roughly $7M that matured in December 2024.