Chinese Pioneer of Retinol Skincare HBN Enters its Three Years
- Chaileedo Press
- Jul 5, 2022
- 3 min read
Abstract: HBN debuted a letter from its CEO - the brand's third-anniversary list. It is reported that HBN Retinol Firming Night Cream has been ranked as Top 1 in the repurchase list of firming creams, and is the pioneer of Retinol skincare for Chinese brands.
According to the observation from CHAILEEDO, HBN also showed the achievement in the public "letter" of HBN: HBN has gained 150% growth during the Chinese 618 Shopping Festival this year. But at the beginning of HBN, the Chinese skincare industry was still dominated by "basic skincare". For decades before that, few Chinese brands would choose the high-risk and high-cost path of effective anti-aging with little to no return.
"The anti-aging and efficacy sector has been the main position of the international brands and most of the Chinese brands were developing basic skincare and moisturizing products in the affordable field. They have found themselves uncompetitive when they move up." HBN founder said. For the effect of anti-aging, international brands have long occupied the leading place. It is reported that among the top ten brands of anti-aging skincare products, Lancôme, LA MER, and OLAY occupied the top three. For instance, Estee Lauder's Advanced Night Repair, which is sought after by Chinese customers, has a total sales volume of 1 million on the Chinese e-commerce platform Tmall with a price of $98.5/30ml. Lancôme from L’Oreal also gained a good reputation in China and it is priced at $113.5/30ml with a total sales volume of 600 thousand.
The rapid rise in demand for anti-aging has also brought popularity to the ingredient retinol. It is a member of the vitamin A family and is currently recognized as one of the world's most effective anti-aging ingredients. In terms of the Chinese market, according to the "White Paper on 2020 China Online High Growth Consumer Market" released by MarketIDX, the sales of retinol skincare products on Chinese e-commerce platforms Taobao and Tmall reached $190 million in 2020 with an increase of 262.5% year-on-year. In this regard, some cosmetic industry sources said that 2020 is the year of the explosion of retinol ingredients.
And in the past two years, Chinese brands have frequently made their presence in the anti-aging sector, such as PROYA, Bloomage Biotech, Marubi, and other brands in the anti-aging sector. These brands gradually become well-known and recognized by consumers. In the 2022 Chinese 618 Shopping Festival, PROYA was ranked TOP5 in pre-sale of Tmall skincare brand on the first day with $37.9 million, and Bloomage Biotech's brand QuadHA was ranked TOP6 with $32.1 million in pre-sales. Although the first and second place in the list of Tmall skincare brands on the first day of pre-sales is still international brands L'Oreal and Estee Lauder, it can be seen that Chinese brands are catching up.
It is reported that HBN was established in 2019 and is the only brand with millions of real retinol users in China. The brand claims to have the value mission of "specializing in researching ingredients to fight against skin aging" and uses the innovative concept of "having visible effects" to create the ultimate skincare products. The brands want users to "spend every penny on effective ingredients".
According to the market intelligence of MarketIDX, HBN ranked No.1 in the sales of retinol in the first year and won the honor of Top 1 brand of retinol anti-aging for 3 consecutive years since 2019. As a Chinese anti-aging brand, HBN surpasses international brands in retinol market size. In addition, several HBN products have long been ranked in the "repurchase list", "reputation list", "sales list" and "hot-selling list" of anti-aging products on Tmall and TikTok. In this way, HBN has become the first Chinese brand to make a mark in the anti-aging skincare field.
It can be seen that HBN is one of the very few Chinese brands that can take international brands head-on in terms of efficacy. In the 2021 Tmall Golden Award Ceremony, HBN, as a selected innovative Chinese brand, appeared on the same stage with many other skincare brands such as La Mer, HR and Estee Lauder. It stood out from the strong competition of a number of brands by virtue of its strong brand strength. It won three major industry awards and prizes one after another. The awards include "Top Brand of the Year", "Super Ingredient Award" and "Ingredients-centric Award", which directly verifies HBN's strong brand strength.
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