Gorgeous Transformation: From China's No.1 Mask Brand One Leaf to A Budding Clean Beauty
- Chaileedo Press
- May 30, 2022
- 3 min read
Chinese skincare brand One Leaf cooperates with skin care experts to launch the "One Leaf Guardian and Self Repairing" theme activity, aiming at five scenarios of "mask face", "excessive skin care", "allergic to staying up late", "barrier damage" and "chemical peeling trend", arousing consumers’ attention to skin barrier problems and provide scientific repair solutions. The "self-repairing manual" was also released to analyze the phenomenon and causes of barrier damage from multiple dimensions, and provide professional advice for repairing the barrier.
In 2014, the parent company of One Leaf, CHICMAX, saw the huge development space of China's facial mask Market and launched the facial mask brand One Leaf, which focuses on the youth market. In 2016, One Leaf facial mask became the No.1 facial mask brand in terms of sales in China and was chased by young users with its fresh brand image.
In 2022, One Leaf officially started the road of upgrading and transformation, positioning itself as "The leading brand advocating pure beauty plant skin care in China", with the brand tone of "plant technology, natural simplicity, environmental protection, and the plastic reduction", and with the product efficacy of "focusing on barrier repair", it continued to increase the size of the young market.
In terms of formula design, One Leaf takes plant ingredients as the core, constantly digging Chinese natural raw materials with equal emphasis on efficacy and safety, and uses scientific research to extract purer raw material ingredients to ensure that the formula is more streamlined and safe.
In terms of efficacy, One Leaf relies on in-depth research on plants and the transformation of scientific and technological achievements to precisely repair, build a skin barrier protection wall, and exert "skin self-healing power".
In terms of packaging materials and brand ESG, it adheres to the concept of environmental protection and sustainability. It can be said that these designs meet consumers' expectations for products with natural and pure raw materials and repairing effects.
At the beginning of this year, as the first product after the transformation and upgrading of One Leaf, the "Repair & Embellish Essence" was unveiled, which focuses on repair and red repair, and realizes the consumer's demand for repair and red repair with transparent formula and simple, pure and natural ingredients.
It is reported that the product is added with 20% high-concentration olive extract and 1% B5, which realizes multi-effect care of the skin barrier, and has the effects of repairing, hydrating and soothing. The mild and non-irritating formula contains 93% natural plant ingredients, suitable for sensitive skin.
At the same time, One Leaf, together with China's App Beauty Evolution, which focuses on cosmetics filing information and full ingredient list query, invited 31 volunteers with sensitive skin issues to conduct a four-week real test to record the effect of "Repair & Embellish Essence" on the sensitive skin people. The results showed that after using the product for four weeks, skin sensitivity was reduced by 45.28%, skin water content was increased by 39.47%, skin water loss rate was reduced by 28.12%, and skin redness was reduced by 13.27%.
After the transformation and upgrading, One Leaf has not only built a solid brand by launching good products but also actively promoted the development of clean beauty in China and the sustainable development of the industry.
For example, One Leaf and Shanghai Daily Chemistry Trade Association took the lead in launching the group standard of "Technical Definition and Calculation Guidelines for Natural and Fermented Cosmetic Ingredients". This group standard defines natural and fermented cosmetic ingredients, standardizes the natural calculation method of ingredients and formulas, and defines and quantifies the natural attributes of raw materials and formulas.
This move will help to regulate China's clean beauty market from the raw material side. It is a "stepping stone" for Chinese brands to explore the development of clean beauty, and will also provide a reference for China to formulate relevant laws and regulations on clean beauty in the future.
It’s revealed that the group standard will be officially announced soon after months of preparation.
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