32 Years Experience in Skincare Murad Is Extending Market in China

Murad opened its Tmall International overseas flagship store in July 2019. By the end of 2020, the store sale had grown 2.5 times year-on-year, with its star product "Resurgence Retinol Youth Renewal Serum" growing 700% in annual sales.

Murad was founded in 1989 by Dr. Murad, an American dermatologist. For 32 years, Murad has been making skin care products that "really effective" and "long-term".

Dr. Murad is known to be a Fellow of the American Academy of Dermatology and Clinical Associate Professor at UCLA Hospital. Back in 1972, Murad founded a dermatology practice to address skin problems. As he gained experience, Dr. Murad founded the Murad in 1989 and was dedicated developing clinically tested, non-invasive products that meet consumer demand for safe, effective skin care products.

Murad is a household name in functional skincare in the U.S. In July 2018, Murad officially entered China. Qeyes learned through Murad overseas flagship store that the brand currently has 72 SKUs, including the four series of Hydro-Dynamic Ultimate Moisture Series, Environmental Shield, Resurgence Rentinol Youth Renewal Series and Acne Control Clarifying Cleanser, covering serum, cleanser, toning spray, moisturizing repair lotion and other categories. One of the best selling products is the Murad Environmental Shield Vita-C Glycolic Brightening Serum which sells for $235.99.

Promote a holistic, scientific skin care program

Murad is unique in that the brand does not just consider a single skin condition, but focuses on the overall health of the skin. It is understood that when Dr. Murad founded the brand, it advocated a holistic, scientific skincare program that addresses skin issues in all three directions: external skincare, internal conditioning and a positive mindset.

As a professional pharmacist, Dr. Murad has worked in the dermatology clinic for years and has treated over 50,000 patients, which gives him a unique insight into skincare ingredients. Dr. Murad believes that the formulation of skin care products should not focus on the concentration of a single ingredient, but should have integrity and different efficacy of ingredients should be reasonable combination. It is combined with classic potent ingredients through an exclusive patented technology to maximize the effectiveness of the product.

Head of Murad China, Melody YU, said, "A good formula can be said to be like a cocktail made by a master, the choice of ingredients and the use of blending techniques can bring the perfect overall taste. Pharmacists of Murad consider the proportion, quality, purity and efficacy of ingredients when formulating, combining the harmonious combination of multiple ingredients with the scientific application of ingredient technology. The application of the ingredients makes them more effective and achieves a 1+1>2 effect. For example, they pair vitamin C with glycolic acid to exfoliate while glycolic acid lowers the pH of the product and vitamin C works more effectively at low pH levels."

Leading the way in Vitamin C in the morning, Retinol at night

According to the data, the global functional skin care market reached $52.4 billion in 2019, of which the Chinese market reached $11.59 billion, up 9.8% year-on-year. The market is expected to reach $20.276 billion in 2023.

One of the most popular approaches to the recent functional skincare market is Vitamin C in the morning, Retinol at night which means using skincare products with VC in the morning and A-alcohol in the evening. The former has brightening and antioxidant properties that fight damage from free radicals and UV to the skin. The latter is a classic anti-aging ingredient that promotes collagen regeneration.

"In China, skincare philosophies of consumers have actually been updated, from hyaluronic acid to niacinamide, to the current surge in anti-aging needs. Vitamin C in the morning, Retinol at night become the hot topic of the moment." Melody YU believes that, like the fashion world, skincare trends are constantly changing. This time, thanks to the explosion of A alcohol, it has brought the classic antioxidant ingredient VC popular, which brings better skincare results when used in combination. Products Murad on Vitamin C in the morning, Retinol at night in combination: use Murad Environmental Shield Vita-C Glycolic Brightening Serum in the morning and Murad Resurgence Retinol Youth Renewal Serum in the evening.

"Chinese consumers and KOLs will keep updating their skincare philosophy. The trend of Vitamin C in the morning, Retinol at night will pass. What Murad hopes to do is not to catch up with every trend, but to spend more time on scientific research and consumer research to lead consumers in scientific skincare." Melody YU said.

For a long time, Murad has been confident in product development. But in the age of information explosion, the era of "Good wine needs no bush" has passed. Murad said, KOLs and other social platforms and channels will let more consumers understand Murad's different points, brand philosophy and aspirations and establish an emotional connection with consumers through new media in the future.