On August 18, 2025, Meitu Inc. (1357.HK) announced H1 2025 financial report: total revenue reached RMB 1.8 billion, a YoY increase of 12.3%.  Adjusted net profit attributable to owners of the company rose 71.3% YoY to RMB 467 million.

The growth in revenue and net profit was primarily driven by breakthroughs in AI applications,  which led to an increase in global paying subscribers and subsequently in subscription-based photo,video and design products revenue.

The RMB 1.8 billion total revenue includes: Photo,video and design products revenue: RMB 1.35 billion (+45.2% YoY); Advertising revenue: RMB 433.5 million (+5% YoY); Solutions for beauty industry revenue: RMB 30.1 million; Other business revenue: RMB 6.2 million.

Paying Subscribers Hit Record High of 15.4 Million, Subscription Rate Reaches 5.5%

In H1 2025, Meitu's photo,video and design products maintained strong growth, with revenue increasing 45.2% YoY to RMB 1.35 billion, accounting for 74.2% of total revenue.

This growth was fueled by a rise in paying subscribers. As of June 30, 2025, Meitu's paying subscribers base reached a record high of approximately 15.4 million, with over 42% YoY increase. Among these, around approximately 13.6 million paying subscribers came from products for leisure.

As Meitu’s core products for leisure, the Meitu App and BeautyCam continued to lead China’s Photo Beautification and Camera app segments in terms of user scale. Meanwhile, Wink achieved rapid growth in monthly active users (MAU) and paying subscribers in global markets .

In H1 2025, the subscription rate of Meitu's products reached 5.5%.

Productivity Offerings Maintain Strong Growth Momentum with MAU Hitting 23 Million

In the productivity tools sector, Meitu has built an AI-powered matrix covering image, video, and design applications tailored to diverse user needs across markets.

As of June 30, 2025, Meitu's MAU in productivity scenarios reached 23 million, up 21.1% YoY, with more than 90% YoY growth in terms of MAU in markets outside of Mainland China.

DesignKit, focused on e-commerce design, offers features such as  "AI Cutout" and "AI Product Image", helping merchants and content creators produce professional visuals efficiently.

Kaipai, built for talking video production, provides features like"AI Templates" and "AI Prompter", lowering the barrier to professional video creation while boosting efficiency. It showed strong growth momentum in H1 2025.

As of June 30, 2025, paying subscribers for productivity tools reached 1.8 million.

AI Applications Go Global, MAU Grows 8.5% YoY

In H1 2025, Meitu made significant progress in its globalization strategy.

As of June 30, 2025, Meitu's global MAU reached 280 million, up 8.5% YoY. Among these, MAU in markets outside of Mainland China grew to 98 million (+15.3% YoY), accounting for 35% of total MAU.

Global expansion was driven by successful localization strategies. Products such as Wink and Vmak adapted features to cater to regional preferences, while collaborations with local KOLs boosted brand influence and subscriber conversions.

In February 2025, "AI Wardrobe" propelled BeautyCam to No. 1 on Apple's App Store in 12 countries and regions, including Thailand, Vietnam, and Japan. In June 2025, Wink topped Indonesia and Laos’s App Store ranking with its "Quality Restoration" feature. Also in June, "AI Flash" helped the Meitu App secure No. 1 in Cambodia, Laos, and Brunei's App Store, as well as No. 1 in the photo and video category in 12 countries, including Italy, Russia, and Turkey.

R&D Investment Hits RMB 450 Million, AI Agent Product Makes Global Breakthrough

In H1 2025, Meitu invested RMB 450 million in R&D (+6.1% YoY).

As Meitu’s technology hub, the Meitu Imaging and Vision Lab (MT Lab) published 59 papers at top-tier international conferences and journals, won multiple AI competition championships, and registered 463 patents and 317 software copyrights.

In July 2025, Meitu launched RoboNeo, an AI Agent product that empowers users to create high-quality visual content through intelligent design automation for sectors such as branding, social media, fashion and more.

Since its release, creative features like Emoji effects have made RoboNeo a global social media sensation, ranking No. 1 in category in App Store China and Spain, No. 1 in category in Google Play Vietnam, and top 10 in category in Japan, South Korea, Malaysia, the UK, Australia, and Singapore’s App Store and Google Play.

Moving forward, Meitu will continue to optimize its open-source and proprietary models to enhance user experience, drive innovation, and boost growth.

Meitu’s Chief Financial Officer and Company Secretary, Mr. Gary Ngan stated: "With AI applications achieving breakthroughs in global markets, our photo,video and design products revenue has further increased, gross margins have improved, and net profit has reached a historic high. Meanwhile, our global MAU base continues to expand, particularly in international markets. This reinforces our commitment to the Productivity & Globalization strategy, serving diverse user needs worldwide, and building world-class products."