Chinese Mushroom-Focused Brands She Log Keens on Rare Plants

China's original plateau plant skincare brand, She Log, will launch its new Matsutake Mushroom Soothing Mask on June 18, claiming to add Matsutake Mushroom Extract from Shangri-La and Olive Extract from Yongren, Yunnan.

According to CHAILEEDO observation, She Log was established in Guangzhou in December 2020 and is dedicated to creating green, safe, gentle, and effective skincare products, its products include pine mushroom series amino acid cleanser, essence water, cream, mask, makeup remover, etc., available on Tmall, Jingdong, and other Chinese e-commerce platforms. Its brand positioning insists on being rooted in China, using rare plant extracts, taking scientific innovation as the core concept, delivering green and healthy beauty care solutions and a simple lifestyle, integrating Chinese wisdom, and inheriting the beauty of oriental balance.

The brand's first pine mushroom series are mainly for repair and moisturizing effects, and the ingredients are free of fragrance, preservatives, and other risky ingredients, so they are mild and safe, and can be used by men and women over 16 years old, pregnant women and sensitive skin.

She Log's Matsutake Mushroom series includes 4 products: Matsutake Mushroom Essence Water, Matsutake Mushroom Nano Milk, Matsutake Mushroom Smoothie Cream, and Matsutake Mushroom Amino Acid Cleanser.

The products focus on calming and soothing, hydrating and repairing, and strengthening and stabilizing. From the brand's claim, the entire series is based on the core of rare matsutake mushrooms, with three equally precious ingredients: white truffle, birch borrelia, and ergothioneine, forming the first patented composite of rare ingredients into X-Compocalm. In addition, the brand claims to adhere to the 0-additive, and never add pigment, alcohol, hormones and other stimulating ingredients.

CHAILEEDO noticed that the whole series of products in the Matsutake Mushroom series have added Matsutake Mushroom extract. As an endemic plant in Asia, matsutake mushrooms grow in an extremely harsh and long growing period and cannot be cultivated artificially. Matsutake is rich in 18 amino acids, 14 essential trace elements, and 49 active nutrients. It also has a unique double chain of Matsutake Mushroom polysaccharides, Matsutake Mushroom polypeptides, and the anti-cancer substance Matsutake Mushroom alcohol.

In the core patented complex ingredient X-Compocalm developed by She Log, it is added with Matsutake Mushroom extract, white truffle fungus extract, birch brown conidia extract, and patented ergothioneine, which is rich in triterpenoids, polyphenols, polysaccharides and other ingredients with antioxidant and restorative effects.

When it comes to the application of mushrooms in the field of skincare, there is nothing better known than the Mega-Mushroom Relief & Resilience Lotion of Origins. The main ingredients in the product are birch brown fungus nucleus extract, Ganoderma lucidum extract, ergothioneine, and other ingredients. In addition, Fresh has also launched a sleep mask focusing on white truffle extract.

It can be seen that many brands that apply mushroom ingredients will start with some large medicinal fungi and use the famous as the product endorsement. Such as ganoderma lucidum, matsutake mushroom, white truffle, etc. are favored by many brands.

In previous years, some mature brands would apply medicinal fungal ingredients such as Ganoderma lucidum may be more of a gimmick of fame. In today's technology and ingredients gradually transparent, the advantages of mushroom ingredients need to be illustrated with more clear ingredients and raw materials.

It is worth mentioning that She Log positioning - China Rare Plants is not uncommon in today's Chinese products. However, the brand positioning, brand story, product ingredients, product series, product packaging, parcel card system, visual system, and spokesperson's tone are highly unified, so that when consumers and the brand reach consumers, the impression of the brand is "rooted in China, rare plant extract" have always been reinforcing in consumers' heart.

With the younger generation's growing sense of national cultural identity and actively embracing the oriental aesthetic trend, national products have become a brand with a high degree of consumer acceptance. The Rare Collection, born and raised in this area, has caught the east wind of the times, and the cumulative harvest of its followers has reached 100W+, leaping to become the "black horse of Chinese products" in the minds of consumers.

It is reported that during the brand's first Double 11(Chinese shopping carnival), its star products monthly sales reached 15000 units. In February 2022, its sales in the Taobao channel reached $2.23 million.