Chinese Amino Shampoo Brand Nattitude Awarded First Patent

Abstract: Recently, the combination for regulating scalp microorganisms invented by Nattitude's parent company Guangzhou Niqu Cosmetics Co., Ltd. was granted a patent in China, which is reportedly the first patent obtained by the company.

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According to the observation from CHAILEEDO , Nattitude was born in Guangzhou in 2015, and the founding team all came from P&G, with a deep understanding of the daily chemical industry. In 2016, the first product launched by Nattitude is an amino acid shampoo which is a rare category in China at that time.

Tang Liang, the brand's founder, said, "We found that more and more Chinese consumers are looking for more high-end, healthier, and personalized personal care products, but the products on the market either don't meet consumers' needs or are expensive imported international products."

Throughout the global market, Lush in the UK, Honest, and 100% Pure in the US have won consumers' favor with their clean and natural brand concepts and products. In recent years, Chinese consumers' demand for natural products is also on the rise. According to relevant data, 60% of users are interested in personal care products that are natural and free of additives, and contain herbal ingredients. In addition, the younger generation of consumers is also concerned about personality, values and scientific effectiveness. However, most of the domestic brands on the market that focus on the plant concept are still stuck in the Chinese medicine store combination of ginseng, ginger juice, and He Shou Wu, which is more traditional.

In 2016, Nattitude and has a 102-year history of Japan's Kashiwabara Institute jointly developed a breakthrough amino acid shampoo and hair care products. Compared to open-shelf sulfate-based formulations, its plant-derived ingredients account for more than 60% of the active ingredient content, making it more gentle and skin-friendly. At the same time, the breakthrough amino acid formula better cleanses and cares for fragile head skin, leaving hair stronger and healthier. Plant-based and more reassuring, technology-based and more effective.

In 2016, Nattitude became the first amino acid shampoo sales in China, and in 2017, on the day of "Double Eleven"(Chinese Shopping Carnival), it set a record of selling 10,000 bottles of shampoo in 3 minutes, taking the 8th place in the category of hair care on Tmall, leaving many famous hair care brands behind. Many famous hair care brands are left behind. For two consecutive years, the company has occupied the first position of amino acid shampoo in China.

According to the official account of Nattitude on the Chinese social platform WeChat, the Eucalyptus anti-dandruff shampoo launched by Nattitude adopts the mild and stronger anti-dandruff agent of OCT, and a total of 650,000 bottles have been sold since the product was launched in 2017.

In addition, Nattitude's capsule hair mask is also popular with consumers and has been included in the Tmall list of top-selling spa hair masks. The product also launched the Camellia Fluffy Hair Mask for oily and permed hair respectively to fine care for the two major hair types.

In addition to the product highlights, the brand's packaging is also quite impressive. The shampoo is not only made of environmentally friendly materials but the bottle is also marked with Braille. It is reported that in the choice of Braille text, the brand also adopted the advice of teachers from Braille school.

It is worth noting that in March 2017, Chinese Olympic champions Mr. and Mrs. Li Xiaopeng joined the Nattitude team as partners and chief product officers. "I hope that Aoli and her brother (Li Xiaopeng's children) and more Chinese children will have access to healthier, gentler, and more environmentally friendly products." Li Xiaopeng said.

It can be noted that the pricing of Nattitude's products is lower compared to international detergent brands, taking its Eucalyptus anti-dandruff shampoo as an example, which is priced at $11.9 for two bottles in its WeChat mini-program. The positioning of Nattitude is a cost-effective consumer upgrade brand. It uses formulas comparable to, or even better than, those of major international brands, but at half the price.

"In terms of experience, Nattitude's amino acid shampoo is better than the amino acid shampoo of an internationally renowned brand, but our price is less than half of its price." Tang Liang said, "This is inseparable from the fact that there are a number of senior technical experts within the team who have been immersed in the detergent and care industry for decades. In addition, e-commerce can help us to save on the cost of expensive traditional channels. The rise of new media has helped us reach our target consumers more efficiently. So we can save on channel and marketing expenses and give consumers the maximum benefit."