Our Stories

ZIRUI is not a beauty brand, but a service brand that helps you achieve your daily needs of looking and feeling good wherever you are. 

The products that we design and build upgrade the intersection between personal care and travel. Our modular and interchangeable case is designed to simplify traveling with personal care items while maintaining a beautiful design.

All ZIRUI products center around portability, functionality, while offering high aesthetic values. 


ZIRUI comes from two means smart beauty in Chinese. It is pronounced as /ZEE'RAY/. Coincidentally, it was also our founder's name. 


ZIRUI was started in a college dorm room when our founder Regina returned from a summer abroad as a UI/UX designer in Berlin. Being a frequent traveler and beauty lover, Regina experienced the pain of traveling with personal care products through TSAs and moving with beauty products first hand.  After taking an entrepreneurship class at Mount Holyoke College and learning the pain point applied to many women, even men, Regina began designing the first prototype with school 3D printers and launched ZIRUI first on Kickstarter at the end of 2017. From a 3D printed model to a fully functional product, it has been two years in the making. To say hi to Regina, find her on social media @reginazye.


ZIRUI is now based in the beautiful Back Bay area of Boston, Massachusetts. Our first product ZIRUI GO Case is now available to make your next trip better, whether it is to the local gym or the other side of the globe.


Currently, we are focusing on the single pain of traveling with liquids. In the future, there are more ZIRUI modules to come. Essentially, you should be able to ditch your saggy and bulky makeup bags, and switch to fun and interactive ZIRUI modules, customized as needed for various occasions.We are making the lifestyle accessible regardless of where you are, who you are. 

We see a more efficient world where you can just grab your entire beauty and care setup and step out the door. We want to redesign beauty packaging and applicators so you can look better and have more time for all the fun activities in life. 

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