Chinese Brand BIOLAB Launches Pleiotropic Recovery Soothing Serum

Abstract: Chinese skincare brand BIOLAB launched Pleiotropic Recovery Soothing Serum claiming to add cedar puree from North Africa and other ingredients with the effect of smoothing the skin and stabilizing the skin base. The product is priced at $60 in its flagship store on the Chinese e-commerce platform Tmall.

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The product was developed for 8 months as well as 26-times new formula modifications. The product is effective in shrinking pores, controlling oil, and brightening skin tone. It also claims to add Bacillus fermentation and others to advocate microbial skin care.

According to CHAILEEDO, BIOLAB was founded at the end of 2019 positioning an affordable medical skincare brand with technology skin care and anti-aging function. It is contributed to providing skincare solutions for female consumers who were born after 1995. At present, the brand's product line is mainly divided into affordable medical beauty technology skincare products targeting the home scenario such as home Oxygen Concentrator Generator and lyophilized essence original as well as daily efficacy products such as repair masks and cleansing gel, etc. In 2020, the brand's online customer unit price was about $120.

In 2021, BIOLAB completed a Pre-A round of financing with over $1.5 million led by Tiantu Capital and followed by PGA Capital. According to Kiki, founder of BIOLAB, the funds were mainly used for product development and brand marketing investment. Previously, BIOLAB had received an angel round investment from PGA Capital.

Kik said that the development of many Chinese skincare brands is to "affordable international brand". It means that on the basis of the composition of the products from international brands, the choice of lower-cost ingredients and production methods, the price will be compressed to the affordable range. Although this approach lowers the user's purchase threshold, in terms of research and development investment ceiling is low and the brand premium ability is low.

BIOLAB pricing is located in the mid-to-high end price range of Chinese skincare brands and has higher requirements for upstream supply chain vendors, product formulations, and external packaging. It is able to provide consumers with a better experience of affordable medical beauty products for home scenarios which differentiate it from other products and increases user repurchase rates.

For example, BIOLAB's two main products are the Collagen Renewal Firming Freeze-Dry Serum Combo priced at $75/40ml/box, and the Atomized Nano Deep High-Pressure Hydrometer Gift Set priced at $179. The "hydrometer + anti-sugar serum" was developed by the team in collaboration with a renowned university pharmacy school. In addition to the patented anti-aging ingredients, the "vacuum power" transdermal technology of the hydrometer can transform the large molecules of the anti-sugar essence into small molecules to enhance the absorption effect of the skin providing users with the experience of "Intradermal Injection Spa in Home".

The economics of good looking is in the ascendant (The economics of good looking refers to the consumer industry developed around face beautifying.) According to the "2020 Medical Beauty Industry White Paper" released by the industry media, China's aesthetic medicine market size reached $29.5 billion, accounting for 17% of the global market. With 5,150 new aesthetic medicine institutions, China is expected to become the world's largest aesthetic medicine country. Hot medical beauty items such as Thermage, High Intensity Focused Ultrasound, Intradermal Injection and other popular aesthetic medicine items gradually become famous in the public group.

China's medical aesthetic market is developing rapidly. For most consumers, going offline to enjoy medical aesthetic programs is a relatively low-frequency behavior. As the overall demand increases, in addition to in-store care and offline aesthetic medicine clinic hospital treatment, the aesthetic medicine scene is extending to the home care scene, and the skincare method combined with home beauty equipment has become a new trend. It is reported that Shiseido and Ya-Men established a joint venture in August 2020 to start linking around affordable aesthetic medicine skincare products and released the technology anti-aging brand EFFECTIM in 2021, aiming to go beyond the boundaries of traditional single skincare products or single beauty instrument skincare methods and bring consumers a new ascending anti-aging solution.

In recent years, there have been many innovative skincare brands in China, and the launch of BIOLAB's essence combines its consistent light medical beauty tone, allowing users to enjoy a medical-grade facial experience without having to leave home, which not only allows the brand to compete with international brands in China's mid- to high-end skincare market but also gives it the potential to go global.