The Chinese name of the brand is "希喵", which means the muse of light inspiration, representing the brand style of combining strength and softness and full of mysticism. At the same time, our design style positioning takes the best expression between classic and modern, simplicity and style, classic and change.

The English name is “Secret Formula”. As the name suggests, it can be interpreted by splitting it into two words: SECRET (secret) and FORMULA (formula).
Formula originates from the wizard culture in the West. Wizards are keen on trying to mix different magic formulas, and we are keen on designing and matching magical accessories for women.
Formula also includes the interpretation of For u, hoping that every woman can discover a better self, find her own style, and try different mysteries through rational design and matching.