Mask Family 1908: Functional Skin Care is a Necessity

Under the stable development of the beauty market, product efficacy and brand quality are important considerations for beauty and skin care product consumers.

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A year's plan starts with spring, and the industry changes at a fast clip. What new trends will emerge in 2023? Where do the new growth points lie in the market? Based on the upcoming 6th Chinese Cosmetics Trend Conference on February 13, CHAILEEDO interviews the founders and industry personages of 50 + well-known companies at home and abroad to get the cosmetics industry off to a flying start with a fresh view. CHAILEEDO invited Huang Xiaodong, the president of the Mask Family 1908, to share with us the cosmetic trends in China.

CHAILEEDO: What changes within the industry have impressed you over the past year?

Huang Xiaodong: The impact of the pandemic, the implementation of new cosmetics regulations, the new normal of involution in the post-dividend era, are all making differences to the development of beauty industry. Scientific research, quality and efficacy have become the foundation for brand's breakthrough, and are also the keywords of industry development.

CHAILEEDO: For 2023, do you have any plans for Mask Family 1908's development to share? What's your future exploration and innovation be like in the beauty industry?

Huang Xiaodong: In the new round of skin-care competition, the importance of research and development at the front end of the supply chain becomes increasingly prominent. In 2023, the Mask Family 1908 will continue to expand the depth of scientific research, product and brand strength. In addition to improving our independent research and development capabilities, we have established joint laboratories with four leading universities, namely, South China Cooperative Innovation Research Institute, National Engineering Research for Nanomedicine, Jiangnan University and Guizhou Medical University, respectively. We have reached long-term strategic cooperation with West China Hospital Sichuan University and built the Mask Family system integrating production, education, research and medicine to further consolidate the scientific research innovation in the formula, composition, technology and so on, boosting our product power and brand strength.

Mask Family 1908 advocates a technology-based interpretation of nature, multiple-dimension exploration of Chinese native medicinal plants, combines with advanced skin science and technology to innovate product efficacy, and aims for simple and effective formula and its relevant application. We hope to blend culture with technology while building on the past glory to open up more windows.

CHAILEEDO: Where do you see the Chinese beauty market's trend going in the year ahead? And what kind of opportunities can be exploited?

Huang Xiaodong: With an epidemic of skin problems, and the swelling of the component-oriented group and efficacy-oriented group, functional skin care becomes a necessity. Correspondingly, consumers now demand more in product efficacy, safety and quality. At the same time, based on the continuous renewal of the user's demand, the development of the product type is more segmented, young generation-oriented and diversified.

Under the stable development of the beauty market, product efficacy and brand quality are important considerations for cosmetic and skin care product consumers. Over the past 15 years, Mask Family 1908 has always been committed to facial mask products, leaving customers the impression of a "Facial Mask Expert". Going forward, we still advance in the route of developing products based on facial mask, and take efficacy as the main focus with targeted skin care as the foundation to further subdivide the efficacy of facial mask products, step up innovation in the four major fields of anti-aging, acne-removing, whitening and repair, deepen communication with users, and meet the needs of customers to the best of our ability.