Grain Rain Ranks Top 5 of Innovative Brands on TikTok China

Abstract: According to the report, China's innovative skincare brand Grain Rain was listed among the Top5 Innovative Brands, and Grain Rain Glabridin Brightening Essence Mask was listed among the Top5 Innovative Products.

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According to observation from CHAILEEDO, Grain Rain was founded in 2016. The Chinese name of the brand originated from the Chinese traditional seasonal culture. The brand is committed to digging deeper into Chinese culture and promoting Chinese seasonal health culture. It brings natural ingredients through modern technology applied to skincare. In 2020, the annual sales GMV of Grain Rain exceeds $52.3 million ranked in the Top 50 of the whole network and the Top 20 among Chinese beauty brands. In the first half of 2021, Grain Rain's performance exceeded $44.8 million. During the 618 promotion in 2021, GMV of Grain Rain on the Chinese e-commerce platform Tmall exceeded $5.2 million. In this year's 618 promotion, Grain Rain ranked fourth in the overall list of innovative beauty brands in TikTok China.

In fact, the development of the functional skincare market has been prevalent in recent years. Grain Rain, which is positioned in the full-scene whitening sector, is one of the representative brands pursuing functional skincare. The brand insists on being additive-free. Its products do not contain controversial ingredients such as alcohol, pigment, hormones, mineral oil, preservatives, etc., and are enriched with natural plant essential oils to provide a healing aroma. It is committed to continuing to create a natural and safe brand image for Chinese products.

At present, numerous beauty brands focus on plant-based ingredients in China and the international beauty market, such as the Sisley Saffron Flowers series launched by France's Sisley, the black tea series launched by Fresh, and the above-mentioned Grain Rain Glabridin series.

The Sisley Saffron Flowers Sleeping Mask was launched in 2020 focusing on enhancing the barrier and relieving dry skin problems and it is priced at $146 in the Tmall flagship store with a total sales volume of 2000 units. The Fresh black tea series was first launched in 2015 with its Black Tea Firming Corset Cream with tightening facial contours and moisturizing skin effects priced at $131 in the Tmall flagship store with a total sales volume of 20,000+ units. For comparison, Grain Rain Glabridin Brightening Essence Mask claims to have the effect of changing bright skin and repairing redness priced at $40-$74.6 in its Tmall flagship store with a total sales volume of 60,000+ units.

It is worth noting that on June 17, the Ministry of Industry and Information Technology of the PRC, the Ministry of Human Resources and Social Security of PRC, the Ministry of Ecology and Environment of PRC, the Ministry of Commerce of PRC, and the State Administration for Market Regulation in China jointly issued the Guidance on Promoting the High-Quality Development of the Light Industry (hereinafter referred to as the Guidance). The Guidance is stated specifically for the cosmetics industry. As for the production end: production technology is based on plant oils, microorganisms, fermentation products and other organisms. And for the brand end, the focus of development in the next four years in the Chinese cosmetics industry will be plant-resources cosmetics, high-end color cosmetics and the construction of new business models, etc.

Moreover, the Guidance clearly states that it will promote the development of production technologies that replace petroleum-sourced raw materials with biological sources such as plant oils and fats, microorganisms and fermentation products, and green manufacturing processes for fragrances and flavors. This means that plant resources cosmetics is also a recognized future trend in China.

In fact, a number of Chinese brands with big influence in this field have already been formed. For example, Winona has searched for Prinsepia utilis Royle and Portulaca oleracea L from Yunnan's unique plant treasures in China and applied them in its series of products. Dr Plant has used traditional plant resources such as Dendrobium nobile Lindl. and other plants from high-altitude mountains to create advantageous products. And Grain Rain brings together Chinese and foreign botanical experts and research institutions specializing in the research of phytochemical ingredients. Through the use of modern multi-extraction technology, effective natural ingredients are extracted from plants to achieve a scientific combination of plant essences. Thus the brand creates a more suitable for consumers to use the skin of the country's phytochemical efficacy of skincare products.