The 2022 China 618 promotion is said to have attracted much attention. Because it is not only the first 618 promotion in China after the decline of new consumption in the second half of 2021 but also the first S-level e-commerce promotion after the unsealing of the epidemic in Shanghai, China. During the 618 promotion, facial serums, eye creams, and sunscreens became the most popular categories for Chinese consumers. China's e-commerce mid-year 618 promotion is coming to an end, but many beauty brands are still offering discounts. Therefore, many people are taking advantage of the last minute to buy their favorite cosmetics. After all, the next big discount event is only half a year away. So what are the most popular cosmetics in the 618 promotion? What are Chinese consumers buying? As of June 5, 2022, China Standard Time (all times in this article are China Standard Time), the sales of China's beauty and skincare industry reached 1.825 billion US dollars, a year-on-year increase of 13.7%. This year's 618 skincare industry sales peaks appeared on May 26, May 27, and June 1. The main reason was that Chinese head-carrying anchor Li Jiaqi, etc., started live streaming on the first day of the 618 pre-sale, which has driven sales and popularity. First, let’s take a look at the brands. In the 618 promotion in 2022 (as of June 5), the top 5 brands in terms of sales are L’Oreal Paris, La Mer, Estee Lauder, Olay, and Lancome. Among them, L'Oreal Paris ranked TOP1, with a year-on-year increase of 13.8% in sales. In addition, the fastest growing TOP5 brands are UNISKIN, INOHERB, MedRepair, YUESAI, and Simpcare, with growth rates of 846.6%, 477.2%, 405.4%, 329.5%, and 305.6% respectively. Among these "dark horse" brands, the most popular product among Chinese consumers is the "INOHERB Gentian Repairing Freeze-Dried Essence Mask", which has a preferential price of $51/50 pieces. As of June 5, the single product sales exceeded $10.444 million, the main functions are repairing and moisturizing; there is also "UNISKIN Cleanser", as of June 5th, the single product sales exceeded 10,145,600 US dollars, and the preferential price of the event was $21 / 3 sticks. The main functions are refreshing, deep cleaning, and soothing. Let’s take a look at what cosmetics Chinese consumers like to buy. During the 618 periods in 2022, the top 3 categories in terms of sales are facial serum, eye cream, and sunscreen. Facial serum sales reached $448 million as of June 5. Among them, OLAY is the brand with the highest sales in this category, with sales of $45 million and a market share of 10.7%. Its representative product is "OLAY Advanced Light-Perfecting Essence", with the main functions of brightening skin tone, moisturizing and improving dullness. The preferential price of the event is $74/100ml, and the sales of this single product are $15 million. The second-ranked category in terms of sales is sunscreen products, with sales of $112 million, of which Mistine’s sales are $15 million, making it the brand with the highest sales in this category, with a market share of 13.9%. The brand's best-selling product is "Mistine Base Ultra Protection"(SPF50 and PA++++) at a discounted price of $30/180ml, with a single product sales of over $11.3392 million. The third-ranked category is eye cream, with sales of $75 million. Among them, Estee Lauder's sales reached $15 million, and Lancome's sales exceeded $10.444 million, ranking first and second in the eye cream category respectively. The hot-selling products of the two brands are "Advanced Night Repair Eye Supercharged Complex Synchronized Recovery" for anti-wrinkle, the event price is $79/15ml, and the sales of a single product exceed $5.3712 million. the event price of "Lancome The Absolue Eye Cream" is $167/40ml, the single product sales exceed 6.4156 million US dollars, and the main functions are moisturizing and anti-wrinkle. It is worth noting that this year, Chinese male consumers' searches for "beauty skin care" related products have increased by 27% year-on-year. It can be seen from this that men's research on beauty shows the consumption trend of de-labeling and de-gendering of the "He Economy". Men's needs are being awakened, but at present, their needs are still limited to basic skin care products such as creams, facial cleansers, toners, and sunscreens, and even the proportion of facial cleansers is not higher than 60%. Male consumers do not do much research when choosing products and are more easily affected by brand awareness. "The entire market has great potential, but it is not easy to recommend." An industry insider expressed his opinion on the men's beauty and skincare track.

"Oriental Selection", a subsidiary of New Oriental, a large-scale comprehensive education technology group in China, has gained 5.48 million followers on the official account of interest e-commerce platform Tik Tok China, in the past seven days. The sales of beauty products in its stores are about 10 million yuan ($1.493 million), accounting for 5.26% of the total sales, involving brands such as Estee Lauder, ANESSA, Lancome, SK-II, Zhuben, Ulike, etc. On June 10, Beijing time (the time of this article is Beijing time), the number of followers of Oriental Selection’s Tik Tok China accounts increased by more than 470,000, and the number of followers has risen sharply since then. On June 15, the number of fans in the live broadcast room exceeded 6 million; on June 16, the number of fans exceeded 9.42 million. On December 28, 2021, New Oriental announced the establishment of Oriental Selection to enter live broadcast delivery. This is also a transformation route chosen by New Oriental for development after the implementation of China's "double reduction" policy on education. On the first day of the broadcast, New Oriental founder Yu Minhong personally entered the live broadcast room to sell agricultural products. According to public reports, the total sales of the Oriental Selection live broadcast room on that day was 565,100 US dollars. In the following two months of 26 live broadcast sales, the performance of Oriental Selection was average, and the cumulative sales were only 678,500 US dollars. Until June 9, 2022, Dong Yuhui, the former English teacher of New Oriental, made Oriental Selection quickly popular through "bilingual live broadcast" and teaching English knowledge to consumers. That night, Oriental Selection topped the Tik Tok China live streaming list at the same time. On June 10, "New Oriental Anchor" rushed to the hot search on Weibo, a Chinese social platform, and successfully made itself known outside of the fixed circle. Subsequently, the Oriental Selection Tik Tok China account rapidly increased its followers, from 1.16 million on June 9 to 5.48 million, and then to 9.42 million on June 16 (the deadline for statistics is 12:00 on June 16). Data shows that from June 9th to 15th, the 9 live broadcasts in the Oriental Selection live broadcast room added 160 million likes, and the average sales per game were 2.1641 million US dollars, which was 30 times that of the past half year. Since its popularity, Oriental Selection has achieved an estimated sales of $19 million in 7 days, contributing nearly 70% of the account’s sales since its launch. Today, compared with the original agricultural products, Oriental Selection has gradually expanded its categories, from grains and oils to beauty, daily chemicals, personal care, and other fields. According to statistics, since the launch of the broadcast, Oriental Selection has sold related beauty brand products such as Estee Lauder, ANESSA, Lancome, etc., a total of 44 SKUs, with sales of about 1.492 million US dollars, accounting for 5.26% of total sales. Among them, the sales volume of Advanced Night Repair Synchronized Multi-Recovery Copmlex was $237,400, and the sales volume was 3,130; the sales volume of Advanced Night Repair Eye Supercharged Complex Synchronized Recovery was $282,000, and the sales volume was 4,855. However, at present, Estee Lauder's products cannot be searched on the Tik Tok China account of oriental Selection. The customer service responded that there was no stock, so it was removed from the shelves. According to the observation from CHAILEEDO, many beauty products in the window of Oriental Selection have been sold out, but Oriental Selection has also put on the shelves some cleaning and daily chemical products, such as BlueMoon Laundry Detergent, White Cat Detergent, and other products. Regarding whether cosmetics will continue to be put on the shelves in the future, Dongfang Selection replied: Cosmetics may not be put on shelves shortly, but cosmetics will still be put on shelves in the future.

Abstract: Chinese skincare brand CHANDO has launched a new Cellcrystal Brightening Radiance Rejuvenating Serum, claiming to add Himalayan tea freeze-dried powder and ergot sulfur to resist dullness, brighten skin, and efficiently antioxidant. On the Chinese e-commerce platform Tmall flagship store, the product was priced at $42.90. The highest selling product in the flagship store is CHANDO Himalaya Hydration Mask with a total sales volume of 1 million +, priced at $11.8. According to CHAILEEDO, the new serum launched by CHANDO remains unified with the brand's usual propaganda of adding ingredients related to the Himalayas. According to official information from CHANDO, the Himalayan region has the purest glacial water on earth, snowy plants with super antioxidant power, and marine minerals that have been deposited for hundreds of millions of years with natural energy. Since 2009, CHANDO has been exploring the beauty of Himalayan nature in greater breadth and depth and has applied for a total of 12 patents for Himalayan-related inventions, producing research results on Himalayan glacial water, Himalayan plants, Himalayan minerals, and other Himalayan natural products. Among the products launched by CHANDO, CHANDO Ice Toner, which contains "glacial water from the Himalaya at an altitude of 5,128 meters", has become the most prestigious star product of CHANDO due to its superb permeability and moisturizing effect, with total sales of 200,000+ units on the Chinese e-commerce platform Taobao flagship store, priced at $15.6. CHANDO claimed that the product's ingredient is taken from the purest glacial water on earth - natural small molecule glacial water in the Himalayas at an altitude of 5128 meters, containing ocean minerals that have been deposited for hundreds of millions of years and are rich in natural energy, penetrating five layers of skin to reach the bottom of the skin, with special addition of polar plants with super antioxidant power --It also contains a special blend of polar botanicals with superb antioxidant power - Gentian Complex - to re-energize the skin. The packaging is also innovative, incorporating the Himalayan pure snow energy into the bottom of the bottle as a miniature Himalayan snow mountain. Traditionally, the core content of the brand is the main part of the brand assets, and also the guarantee of the brand to maintain lasting competitiveness. But in fact, the product is also an important part of the IP. For CHANDO and the Himalaya linkage, in addition to its products, it also deepens the public's impression of its brand through a variety of online and offline methods. Therefore, CHANDO launched the "In your name, planting on Himalaya" campaign, and launched a limited edition product of public welfare. From the ingredients to the packaging, the product is deeply integrated with the Himalayas, in the road of public welfare product development to do a useful exploration. In 2016, CHANDO joined hands with the China Environmental Protection Foundation to set up the "Chando Himalaya Environmental Protection Charity Fund", investing the first one million pieces of Himalaya mask sales into the charity fund. This means that consumers can also contribute to Himalayan environmental protection. At the same time, Wu Minxia, a member of the Chinese diving team, became one of the first "Chando Himalaya Charity Partners". Chinese multiple stars like Sun Yi, Zheng Kai, and TFBOYS also joined the welfare campaign in solidarity. In 2017, the first "Planting the Himalaya" public welfare environmental protection tour, planted 660,000 square meters of public welfare grass field under the Himalayan Goddess Peak. In 2018, CHANDO continued its Himalayan grass planting campaign for the second season, joining hands with consumers to "plant the Himalayas in your name", calling on everyone to donate their names to protect the beautiful homes of the Himalayas. In April 2022, CHANDO helped China's Tibetan Yala Chamblee climbing team to successfully climb Mount Everest, despite the hardships and perseverance. The team successfully climbed to the summit and took practical action to promote "low-carbon emission reduction and glacier protection". CHANDO said that the help of the summit action is intended to call for global low-carbon environmental protection, reduce emissions, prevent global warming, slow down the melting rate of glaciers, and contribute to the protection of the environment. At the same time, the brand also hopes that this successful climb of Mount Everest, it will show the courage of the Chinese people to overcome the natural barriers, and give everyone the determination and strength to overcome the difficulties of the present. It is reported that the British brand evaluation agency "Brand Finance" released the "Top 50 Global Cosmetics and Personal Care Brands 2022" (Cosmetics 50 2022) ranking, CHANDO ranked 35th. In 2021, the brand's GMV in its main channel live streaming increased 120% year-on-year during the Double 11 (China's shopping carnival), taking the No. 1 spot in Tmall for Chinese efficacy masks and the No. 1 in Tmall for applied masks. 91% year-on-year sales growth was achieved during the 9th-anniversary sale of CHANDO's Tmall flagship store on China's e-commerce platform.

Abstract: Recently, the combination for regulating scalp microorganisms invented by Nattitude's parent company Guangzhou Niqu Cosmetics Co., Ltd. was granted a patent in China, which is reportedly the first patent obtained by the company. According to the observation from CHAILEEDO , Nattitude was born in Guangzhou in 2015, and the founding team all came from P&G, with a deep understanding of the daily chemical industry. In 2016, the first product launched by Nattitude is an amino acid shampoo which is a rare category in China at that time. Tang Liang, the brand's founder, said, "We found that more and more Chinese consumers are looking for more high-end, healthier, and personalized personal care products, but the products on the market either don't meet consumers' needs or are expensive imported international products." Throughout the global market, Lush in the UK, Honest, and 100% Pure in the US have won consumers' favor with their clean and natural brand concepts and products. In recent years, Chinese consumers' demand for natural products is also on the rise. According to relevant data, 60% of users are interested in personal care products that are natural and free of additives, and contain herbal ingredients. In addition, the younger generation of consumers is also concerned about personality, values and scientific effectiveness. However, most of the domestic brands on the market that focus on the plant concept are still stuck in the Chinese medicine store combination of ginseng, ginger juice, and He Shou Wu, which is more traditional. In 2016, Nattitude and has a 102-year history of Japan's Kashiwabara Institute jointly developed a breakthrough amino acid shampoo and hair care products. Compared to open-shelf sulfate-based formulations, its plant-derived ingredients account for more than 60% of the active ingredient content, making it more gentle and skin-friendly. At the same time, the breakthrough amino acid formula better cleanses and cares for fragile head skin, leaving hair stronger and healthier. Plant-based and more reassuring, technology-based and more effective. In 2016, Nattitude became the first amino acid shampoo sales in China, and in 2017, on the day of "Double Eleven"(Chinese Shopping Carnival), it set a record of selling 10,000 bottles of shampoo in 3 minutes, taking the 8th place in the category of hair care on Tmall, leaving many famous hair care brands behind. Many famous hair care brands are left behind. For two consecutive years, the company has occupied the first position of amino acid shampoo in China. According to the official account of Nattitude on the Chinese social platform WeChat, the Eucalyptus anti-dandruff shampoo launched by Nattitude adopts the mild and stronger anti-dandruff agent of OCT, and a total of 650,000 bottles have been sold since the product was launched in 2017. In addition, Nattitude's capsule hair mask is also popular with consumers and has been included in the Tmall list of top-selling spa hair masks. The product also launched the Camellia Fluffy Hair Mask for oily and permed hair respectively to fine care for the two major hair types. In addition to the product highlights, the brand's packaging is also quite impressive. The shampoo is not only made of environmentally friendly materials but the bottle is also marked with Braille. It is reported that in the choice of Braille text, the brand also adopted the advice of teachers from Braille school. It is worth noting that in March 2017, Chinese Olympic champions Mr. and Mrs. Li Xiaopeng joined the Nattitude team as partners and chief product officers. "I hope that Aoli and her brother (Li Xiaopeng's children) and more Chinese children will have access to healthier, gentler, and more environmentally friendly products." Li Xiaopeng said. It can be noted that the pricing of Nattitude's products is lower compared to international detergent brands, taking its Eucalyptus anti-dandruff shampoo as an example, which is priced at $11.9 for two bottles in its WeChat mini-program. The positioning of Nattitude is a cost-effective consumer upgrade brand. It uses formulas comparable to, or even better than, those of major international brands, but at half the price. "In terms of experience, Nattitude's amino acid shampoo is better than the amino acid shampoo of an internationally renowned brand, but our price is less than half of its price." Tang Liang said, "This is inseparable from the fact that there are a number of senior technical experts within the team who have been immersed in the detergent and care industry for decades. In addition, e-commerce can help us to save on the cost of expensive traditional channels. The rise of new media has helped us reach our target consumers more efficiently. So we can save on channel and marketing expenses and give consumers the maximum benefit."

JD Worldwide cross-border B2B platform "Joybuy" will be launched on June 18, which can link China's high-quality goods sources to 110+ countries and regions. Among them, the beauty and health section is located on the homepage of the official website, and some merchants have already settled in. On June 15th, China Standard Time (all times in this article are China Standard Time), the cross-border B2B transaction and service platform “Joybuy” under JD Worldwide ①announced that it will officially come into operation on June 18th. "Joybuy" is expected to link China's high-quality goods sources and overseas small and medium-sized merchants through supply chain services, help Chinese cross-border sellers to sail the world, and promote the vigorous development of China's cross-border B2B market. Up to now, JD has deployed about 80 overseas warehouses and bonded warehouses around the world. Through cooperation with international and local partners, its international supply chain services cover nearly 230 countries and regions around the world. With the support of JD's new overseas infrastructure, "Joybuy" will be accessible to 110 countries and regions around the world, focusing on the North American and Southeast Asian markets. Having reached cooperation with Flash Express, a well-known e-commerce logistics service provider in Southeast Asia, the two parties will cooperate in terms of buyers and logistics. In response to the problems of the language barrier, inconsistent payment method, and opaque logistics in cross-border B2B trade, "Joybuy" integrates all processes including commodity listing, payment, and logistics performance. Merchants only need to ship the goods to the Chinese warehouse, and JD will complete all the remaining links, provide end-to-end visual logistics fulfillment services, and support payments in 12 major global currencies including USD, EUR, AUD, JPY, etc, thus helping industries to truly sell globally within one step. As can be seen from the official website of "Joybuy", the beauty and health section is located on the home page. Click and you can see that the section is divided into Lipstick, Makeup, Body Care, Facial Care, and Beauty Tools. The product categories involve lipstick, lip glaze, eye shadow, eyeliner, etc. At present, some businesses have already settled in. In recent years, digital-driven B2B cross-border e-commerce platforms have become a new driving force for the development of foreign trade. General Office of the State Council of the People's Republic of China issued the "Opinions on Accelerating the Development of New Formats and New Models of Foreign Trade", proposing to improve the supporting policies for the development of B2B cross-border e-commerce. According to a report released by China Center for International Economic Exchange(CCIEE) in March, it is estimated that the size of China's B2B cross-border e-commerce market will reach US$2.08 trillion in 2025. Although the growth rate of China's cross-border exports has slowed down due to the impact of the global epidemic, trade frictions, and intensified industry competition since 2020, a new trend has emerged in the development of cross-border e-commerce led by B2B business. Jin Hai, director of the General Administration of Customs of the People’s Republic of China (GACC), once introduced that since the beginning of this year, the direct export of cross-border e-commerce B2B to overseas warehouses has grown rapidly, and the growth rate is significantly higher than the average growth rate of China's imports and exports over the same period. During the epidemic, the role of cross-border e-commerce B2B in stimulating consumption and promoting commodity circulation is irreplaceable. Since the birth of the first-generation cross-border foreign trade B2B platform in 1999, cross-border e-commerce has gone through 23 years, which is a microcosm of China's Internet development. Now it is in a new stage of development, and its environment has also undergone tremendous changes. Made in China refers no longer to"good quality and low price", but to brand building. Note: ①JD Worldwide: It is a brand under the JD Group, which is mainly engaged in the cross-border import business. At present, more than 20,000 brands such as Lancome, DECORTE, and ANESSA have settled in.

The total retail sales of cosmetics in China in May reached 4.33 billion US dollars, down 11% year-on-year. Although the total retail sales of cosmetics in China rose month-on-month in May, it continued the negative growth of the previous month and basically fell back to the level of 2020. However, with the improvement of the epidemic situation in Shanghai and the promotion in 618, the Chinese cosmetics industry has gradually recovered. On June 15, China Standard Time (all times in this article are China Standard Time), the National Bureau of Statistics of China released the retail sales data of consumer goods from January to May 2022. From January to May, the total retail sales of consumer goods in China were $2,554.732 billion, down 1.5% year-on-year; in May, the total retail sales of consumer goods in China was $499.179 billion, down 6.7% year-on-year. China's National Bureau of Statistics said that since May, China's epidemic prevention and control situation has generally improved, so production demand has gradually recovered, employment prices have generally been stable, and major indicators have improved marginally, showing a recovery momentum in Chinese economy. Specifically, from January to May, the total retail sales of cosmetics in China were $21.918 billion, down 5.2% year-on-year; the total retail sales of cosmetics in May reached $4.33 billion, down 11% year-on-year. Judging from the data released by the National Bureau of Statistics of China over the years, in May this year, although the total retail sales of cosmetics in China rose month-on-month, it continued the negative growth of the previous month and basically fell back to the level of 2020. The beauty industry is often linked together, and each link has a deep influence on the other. The important position of Shanghai in China's cosmetics industry is self-evident. It has been deeply affected by the epidemic in the past few months, which has had an impact on the operation of China's cosmetics industry that cannot be underestimated. During the epidemic, the reduction of passenger flow is the main difficulty for offline cosmetics stores in China. Under the control of the epidemic, it is not very convenient to travel to many places. So fewer and fewer people are coming to physical stores after the epidemic. In addition, the stagnant flow of people is only one aspect, and the most important thing is the overall weak consumer market performance in China, which is a fatal blow to cosmetics consumption. In the entire Yangtze River Delta region, Shanghai is the most influential representative, but during the epidemic, department stores and supermarkets in Shanghai were basically at a standstill. In the neighboring Jiangsu and Zhejiang regions, due to the impact of Shanghai and its own epidemic, the enthusiasm for consumption is also slowing down. "The epidemic has affected 63% of the company's offline store business." On May 26, Huang Jinfeng, chairman and CEO of Yatsen, the parent company of Perfect Diary, said at a media communication meeting, "A more cautious judgment is that in the next six months, or even longer, our supply chain, logistics system and the overall economic environment may not so optimistic." To sum up, it can be seen that brands, department stores, and supermarkets, all bear a significant impact on business such as rising costs, stagnant logistics, and sharply reduced passenger flow. So, given the downturn in China's overall cosmetics consumer market in May, will June usher in a turnaround? Let’s first take a look at the 618 promotions that various brands have placed high hopes on. On May 30, JD released the 618 pre-sale reports. According to the data, the pre-sale of JD beauty cosmetics surpassed the whole day of the first day of pre-sale last year in 3 minutes on the same day. The overall pre-sale order volume increased by 200% compared with the same period last year. Lancome, Estee Lauder, SK-II and other high-end beauty products are widely favored by the consumers, and the new high-end big names such as LA MER, Shiseido and YSL have performed particularly well. In addition, starting from June 1, Shanghai has lifted the temporary traffic control measures in the region and restored normal traffic order; it has also canceled the whitelist system for companies to resume work and production, and other unreasonable restrictions on the resumption of work and production. The Action Plan for Accelerating Economic Recovery and Restructuring is also launched to promote the accelerated recovery and revitalization of Shanghai’s economy. The most difficult time for Shanghai has passed. With the release of a series of positive signals, China's cosmetics industry is expected to pick up.

Abstract: Chinese scalp care brand Seeyoung announced its presence in China beauty collection stores, The Colorist and KKV stores nationwide. Positioned as the No. 1 silicone oil-free scalp care brand in China in 2022, Seeyoung is a leading Chinese scalp care brand. As a leading brand of Chinese detergent, Seeyoung was founded in 2014 to create a competitive advantage in scalp care differentiation focusing on silicone oil-free scalp care. It specialized in the "7 non-additive formulas" of healthy scalp care formulas to deliver the concept of healthy scalp care to the market and occupy the minds of consumers with a series of explosive products. According to observation from Qeyes, during the pre-sale period of Double 11(Chinese Shopping Carnival) in 2021 alone, 100,000 sets of Seeyoung Ginger Hair Shampoo were sold out in Li Jiaqi's live broadcast with sales of up to 7 million+(over $1,045,100). Seeyoung soapberry shampoo continued to be included in the Tmall list of "non-silicone shampoo" hot-selling list and the top 3 in the praise list, and the monthly sales of this series of products in its Tmall flagship store reached 50,000+; The annual exposure of Seeyoung brand reached 1 billion+, and it occupied the top list of keywords such as preventing baldness, ginger shampoo, non-silicone shampoo. In terms of brand marketing, Seeyoung focuses on fan economy. In 2017, Seeyoung signed a contract with Chinese popular idol Xing Zhaolin. On the one hand, the huge fan effect pushed many fine products such as Ginger Hair Shampoo and Amino Acid Bubble Shampoo to the traffic explosion point. On the other hand, Seeyoung also used the image of "young, playful, and interesting" to further capture the hearts of Generation Z. At the same time, in order to expand the marketing circle and reach a wider range of consumers, Seeyoung has also signed up with world champion Yu Xiaoyu to continuously achieve a higher and more attitudinal brand building. It is worth mentioning that, on the occasion of the official opening of the 24th Winter Olympic Games, Seeyoung announced Yu Xiaoyu, the world champion in figure skating, as its brand ambassador. Meng Fei, the head of the brand and vice president of Uniasia Technology, said, "The Olympic spirit in Yu Xiaoyu is in line with the brand theme of Seeyoung 2022. Through the deep integration of Yu Xiaoyu's sports spirit of defying hardships and breaking through shackles, and Seeyoung's brand philosophy of insisting on innovation and surpassing oneself. The brand will shoulder the responsibility of the wash and care industry and become the light of the times." According to the brand, after signing Yu Xiaoyu, Seeyoung will continue to innovate and break through the boundaries to achieve a wide spread of the brand in multiple circles. In terms of content seeding, Seeyoung will make use of major platforms such as TikTok, Xiaohongshu, WeChat, Weibo, etc., and make millions of investments to achieve multi-directional coverage of the head, waist, and tail of the Daimler, so as to penetrate the brand concept into the minds of users. In addition, Seeyoung has taken the lead in live streaming and increased its layout. The brand has become a regular guest in the live broadcast of KOLs and celebrity artists such as Li Jiaqi, Xie Na, etc. It has become a "traffic harvester" to achieve strong brand exposure, and has achieved remarkable results in the double 11 and other e-commerce campaigns, showing the hard strength of Chinese products. At the same time, in the construction of channel ecology, Seeyoung will also make efforts online and offline at the same time. In terms of online, Seeyoung will deeply cooperate with e-commerce platforms such as Tmall, Jingdong, and Vipshop, as well as interest in e-commerce such as ShakeYin and Racer. At present, Seeyoung is not only pursuing single product success but also extending the category and efficacy of scalp care serum, dry hair spray, hair care oil, bubble shampoo, etc. through a richer product matrix, so as to reach more diversified consumers. Moreover, Seeyoung has won the "2021 Cosmetic Store Best Cooperative Brand". With strong R&D strength and technological innovation, Seeyoung has won many industry awards and patent certificates. It is understood that Seeyoung has won the Cosmetics Blue Rose Award for 8 consecutive years, the HWB Brand Award for 6 consecutive years, and has won the Tmall Makeup Award and the Meiyi Award for many times.

"Chinese ingredients" is not only the update of product packaging and appearance, but also includes the innovation of Chinese original raw materials, technological innovation of formula, innovation of production process and innovation of consumer's sense of use. Once upon a time, most of China's beauty and skin care market was occupied by international brands. Star skin care ingredients such as Pro-Xylane and PITERA are exclusive to international brands, and some natural plant ingredients are also linked to global origins, such as Provence and lavender, Bulgaria and rose, and Jojoba oil from Peru… Nowadays, with the increasing awareness of China's local consciousness and cultural self-confidence, Chinese consumers are increasingly accepting and loving Chinese domestic products, driving Chinese cosmetics brands to undergo profound changes. From 2016 to 2020, China's domestic cosmetics showed a compound growth rate of 16.5%. In 2021, China's local cosmetics market share has reached 27.662 billion US dollars and will break through to 29.76-37.2 billion US dollars in the future. In this background, more and more Chinese beauty brands with Chinese ingredients and scientific formulations are coming into consumers' eyes, and more of them are gradually accepted. Yunnan Matsutake Mushroom - SHE LOG. SHE LOG is a Chinese innovative skin care brand established in 2020. Matsutake mushroom series products are its flagship products. Among them, "Matsutake Mushroom Amino Acid Cleanser" is its hit product, with 50,000+ monthly sales in its Tmall flagship store, priced at $9, mainly for gentle repair. When it comes to the application of fungus in the field of skin care, the most well-known product is the "Meca-Mushroom Relief&Resilence Lotion" from Origins, and Fresh has also launched a sleeping mask featuring TUBER MAGNATUM extract. SHE LOG selects matsutake mushrooms that are unique in Asia, and the top matsutake mushrooms are mostly produced in Shangri-La, Yunnan, China. Zhejiang Pearl - OSM. Founded in 1967, OSM has been working on pearls and the application of pearls to cosmetics. Pearls contain more than 30 kinds of trace elements and organic substances such as vitamins, taurine, and peptides, so they have been used as Chinese medicinal materials since ancient times, and are regarded as beauty products. OSM naturally also applied pearls to its popular product "OSM Whitening Mask". Focusing on whitening and lightening spots, this product is very popular with consumers. The monthly sales volume in the Tmall brand flagship store is 80,000+, and the price is $48/ 15 pieces. In addition to Chinese brands, some international brands are also keen to use "Chinese ingredients" in their products, for example, YUESAI's application of Chinese ingredients such as Cynanchum podophyllum Schneid, Ganoderma lucidum (Curtis) P. Karst., Tremella fuciformis Berk., peony; the "ginger anti-hair-fall" shampoo product developed by Kerastase using traditional Chinese medicine ingredients; Sulwhasoo's ginseng series products... It is worth mentioning that last month, Tmall and ByteDance's marketing service platform Ocean Engine both proposed support plans for "Chinese ingredients". In the support plan, Tmall Beauty will integrate ecological service providers to help merchants improve their supply chain, and improve marketing and operational capabilities; Ocean Engine will create a live broadcast room themed "Great Chinese Ingredients x Brands", using IP to help live broadcasts explode. The head of Tmall Beauty's domestic product business once said that Chinese cosmetics brands are worth redoing all categories with Chinese ingredients. Chinese beauty brands must focus on product development, go into deeper basic research, and bring higher technological products so that consumers can feel that Chinese cosmetics are also technologically rich and effective. Chinese beauty brands should make innovations in all aspects such as raw materials, processes, formulas, and skin texture to improve the technological content of Chinese cosmetics.

Abstract: Chinese functional skincare brand Yi Qi Yi Hui launched a new lyophilized mask plus essence original combination, claiming to be sterile and preservative-free, effectively solving the skin problem of dryness, sensitivity, and redness. The mask will be launched according to the official announcement. At present, the highest-selling product in the store is the Polypeptide Serum Cream, priced at $59.5, with total sales of 42,000+ units. According to CHAILEEDO, Yi Qi Yi Hui was established in 2021. The brand extended the form of disposable shape to all skin care categories, and it created firstly that the skincare dose for today. It promotes the concept of efficient and safe formulations, and for the first time in the industry, the granularity of product use is refined to the consumer's every use. The nitrogen-filled, vacuum-sterile, single-use, individual packaging ensures that the products applied to the face each day are in the best condition possible providing the new generation of consumers with the most effective and safest skincare experience. The Chinese name of the brand "Yi Qi Yi Hui" comes from the word developed from the Japanese tea ceremony. "Yi Qi" means a lifetime, and "Yi Hui" means only one meeting. The brand's philosophy also echoes its brand name: Yi Qi Yi Hui applies daily packaging form to use at any time and it can effectively maintain the active ingredients are not oxidized, and can reduce the addition of irritating ingredients, so that the product is both efficient and safe. All of its products are individually packaged in small packages, the raw materials come from the world's best suppliers, and all products are tested for efficacy by the most authoritative efficacy testing institutions at home and abroad, such as I.E.C., SGS, and Micro spectrum before they are marketed so that the efficacy remains optimal. A more noteworthy point is the brand's logo, which contains a cat and a little girl, becoming the exclusive IP of the brand, named San San giving it distinct personality characteristics and a more authentic and intimate feel in the interaction with fans. Today, San San has become the brand IP of Yi Qi Yi Hui. On some Chinese social platforms such as the Wechat public account, Weibo, and others, the brand builds San San as a cat from space. In order to make the product image more interesting, the brand made a request to add two cat ears to the original half-circle cap when making its star product Polypeptide Serum Cream. This is why the essence is also called "Space Cat" essence. As a matter of fact, the Polypeptide Serum Cream occupies TikTok ladies serum explosive list TOP1 and firming essence explosive list TOP1 after its launch only 3 months (listed in December 2021). The comment rate of its official TikTok store is scored 5 out of 5. In March 2022, Yi Qi Yi Hui the monthly sales in-store live streaming exceeded 10 million in TikTok. In September 2021, Yi Qi Yi Hui Fullerene Firming Cream became the TOP 1 firming cream in Tmall after it was launched in June 2021. In the same month(September 2021), the 4-month-old Yi Qi Yi Hui also received Series A financing of tens of millions of RMB. With the circling of consumer groups, the adaptation of scenes and interests for different circles, and the ability to precisely target groups and resonate with them according to their characteristics, have become an opportunity point for new brands to break through. Brands that are big and comprehensive can no longer adapt to the new cosmetic market, which is iterating rapidly. Brands that focus on a single circle and continue to meet their consumption needs and spiritual needs can stand out in the fierce competition. Yi Qi Yi Hui targets their targeted audience of sophisticated mothers and elite white-collar groups. This group of people has a more rational pursuit of life and has higher requirements for product skin feel, efficacy, and even spiritual output, which is in line with the philosophy and value proposition of Yi Qi Yi Hui. At the same time, the marketing channels also give priority to this part of the crowd gathered in TikTok and Xiaohongshu, to accurately find the target audience for seeding content placement. Therefore, the success of Yi Qi Yi Hui partly due to the brand's marketing positioning.

Abstract: Chinese beauty brand FUNNY ELVES officially announced that it has completed tens of millions of Series A financing, led by Winona's parent company BTN Group and followed by EdgeVentures. It is reported that as of this investment, there are more than ten Chinese and foreign investment institutions had contact with FUNNYELVES. Its founder and CEO Yang Ju said, "BTN Group as a Chinese efficacious skincare head company is worth learning from the industry predecessors, the two sides in product development, business strategy and other aspects of the concept fit are the key to make this cooperation." For this financing, FUNNY ELVES CEO revealed: "The funds from the new round of financing will be invested in product upgrade, offline channel construction, team expansion, etc. In 2022, FUNNY ELVES will target the current hot selling powder and our foundation series products will be fully upgraded from the packaging to the use sense of foundation from the user experience perspective. The product value will be put into practice." According to CHAILEEDO, FUNNY ELVES officially launched its first foundation product, Asian Edition Foundation Artist, in September 2020. The "Fang" in the brand Chinese name means "formula" and "Li" means "skin tone". The brand is dedicated to developing the skin-care foundation for Asian skin types and skin tones. Focusing on foundation products, FUNNY ELVES made research on differences based on Chinese users' skin texture and Caucasian skin texture and construction the Asian skin texture database. In November 2021, FUNNY ELVES released the "Asian Skin White Paper" which helps consumers to recognize the differences between Asian and European, and American skin types and break the misconceptions so as to have accurate skin care. It is worth noting that this is the first white paper on Asian skin types in China's cosmetic industry. Compared to color cosmetics, the foundation has a higher barrier of entry. Therefore, at the level of R&D, the brand also joined hands with a team of American scientists to create a joint venture, FUNNY ELVES American Skin Bionic Laboratory. The team of FUNNY ELVES is responsible for the in-depth research of users' foundation needs and the differences in skin quality of various groups of people to propose the improvement direction of raw materials and formulations. The FUNNY ELVES American Skin Bionic Laboratory is responsible for the development of new ingredients and high-quality formulations based on the data from the brand team. During the three-year-long cooperation and development process, two influential figures in the global beauty research and development community also participated in building as partners of FUNNY ELVES Skin Bionic Laboratory - Harvey Gedeon, the former CTO of Estee Lauder, was responsible for the research and development of classic products such as SK II, La Mer and Estee Lauder Advanced Night Repair. Another person Tian was also the founder of the L'Onvie Group, and has served as Estee Lauder's global deputy director of R&D, product development manager at Revlon, and senior scientist at P&G. Currently, Funny Elves focuses on the foundation category with its main products being compact foundation and liquid foundation. Among them, the foundation is mainly from the three dimensions of makeup needs: skin type and skin tone to launch the foundation. With the insight that domestic consumers are looking for matte and soft focus makeup, the brand focuses on developing products with matte makeup effects. In terms of formulation, the brand insists on not adding paraben preservatives, heavy metals, mineral oil, and other ingredients harmful to the skin, and uses biodegradable and recyclable special paper, which is also in line with the direction of "Clean Beauty". In 2021, FUNNY ELVES's online sales exceeded $29.7 million in one year with a year-on-year revenue growth of 1300%. Cumulative sales of its star product, the Asian Edition Foundation Artist, exceeded 3 million units, while the five-shade powder and makeup foundation also achieved rapid growth. In addition, the brand also launched the "Skin Formula" carousel to help consumers choose their own products, so they can match their skin condition (needs of skin type/concealer) to the right products. The products are priced between $14.85-$29.7. Currently, FUNNY ELVES enjoys three types of compact foundation, three types of foundations, and beauty tools such as powder puffs and eyebrow pencils for sale in its Tmall flagship store. It is reported that FUNNY ELVES, which is deeply involved in the field of foundation, may enter the field of perfume. Recently, on its Chinese social platform WeChat public account, it posted that it would launch the first FUNNY ELVES perfume, the specific price and product specifications have not yet been announced.

Recently, the American brand JUNOCO announced that it has received US$6.3 million in Series A financing, led by China’s Vision Plus Capital and followed by FreeS Fund. In the past, JUNOCO has obtained tens of millions of RMB angel round financing from FreeS Fund. Since the company's establishment, it has focused on makeup sponges. Its makeup sponge became a hit 9 months after its launch in the United States, with sales exceeding 1 million within a year. Recently, the American brand JUNOCO announced that it has received US$6.3 million in Series A financing, led by China’s Vision Plus Capital and followed by FreeS Fund. It is reported that this round of financing will be used to expand SKUs, upgrade refillable packaging and product research and development. It is worth mentioning that this investment is not the first investment of FreeS Fund. As early as 2018, JUNOCO obtained tens of millions of RMB angel round financing from FreeS Fund. JUNOCO is a DTC beauty brand founded in the United States. In the first year of the company's establishment, JUNOCO only focused on selling one product, cutting from makeup sponge. With this makeup sponge, JUNOCO became the most viewed beauty brand on YouTube in the second half of 2018. Moreover, the makeup sponge became a hit 9 months after its launch in the United States, with sales exceeding 1 million within a year. As we all know, beauty consumers are highly dependent on KOLs on social media, and short video platforms and social media with great influence all over the world have also brought opportunities for emerging beauty brands to quickly go global. When JUNOCO's makeup sponge became popular on Youtube, the news of this Internet celebrity product also quickly spread to the Chinese market, and many Chinese beauty bloggers also introduced this product to fans on Bilibili, Xiaohongshu, Tik Tok China and other platforms. The strong purchasing power of the Chinese market gave JUNOCO the idea of entering the Chinese market. In addition, the founder of the brand, Kyle, is a Chinese American, and he has been silently paying attention to the changing trends of the Chinese beauty market. In June 2019, JUNOCO established an office in Guangzhou, China. Its first step in China is to support some Chinese overseas shopping distribution stores so that these stores "take the lead"; then, JUNOCO began to promote its brand on mainstream Chinese social media such as Xiaohongshu and Weibo; in August 2019, JUNOCO entered China's mainstream e-commerce platform Tmall and also opened a flagship store, which means that JUNOCO has officially entered the Chinese market. In the JUNOCO Tmall flagship store, there are a total of 20 SKUs, including makeup sponge, eyeshadow, highlighting powder, primer, etc. The price range is 5-35 US dollars. Among them, the product with the highest monthly sales is "SpongeBob", with monthly sales of 600+ and a price of about $7. At present, the online channels of China's beauty tools are still dominated by Taobao and Tmall. By calculating the online makeup sales of Tmall and JD.com and the share of beauty tools, the market size of China's online beauty tools in 2020 is 907 million US dollars ( The data does not consider product returns), and the year-on-year growth rate is as high as 52.4%, which shows that the market demand is huge. In this rapidly growing market, CHAILEEDO has discovered many Chinese brands that have entered the cosmetics market with the category of beauty tools, such as Marchare, Amortals, Yaozhi... Marchare was established in 2018. In April 2019, Marchare opened a flagship store on Tmall. On the day of entering Tmall, the sales of the store exceeded 150,000 US dollars. At present, the number of followers of Marchare Tmall flagship store exceeds 398,000, and there are a total of 30 SKUs in the store. The types of beauty tools include makeup sponge, makeup brushes, and powder puffs. "Rose Sponge" is the single product with the highest monthly sales in the store, and it is also a popular product created by Marchare. The monthly sales volume is 20,000+, and the price is 15 US dollars / 4 pieces. Why do so many innovative brands in China take makeup sponges as the entry point for the cosmetics market? This is because makeup sponges are mostly sponges, and the research and development costs and processing costs are not high; the beauty tool market has not been innovative for a long time, and user loyalty is high. At present, in the Chinese market, beauty tools are only used as a supplementary category, and most of them are sold jointly with makeup products, and there are few innovations in the current beauty tool categories. For emerging brands, deep cultivation of beauty tools will be a good way. way out. Although a makeup sponge only occupies a small part of the beauty tool, there are as many as ten kinds of products, such as drop makeup sponge, mini makeup sponge, velvet makeup sponge and so on. In the future Chinese beauty tool industry, the market demand for makeup sponges is bound to be gradually enlarged.

Chinese make-up brand Marie Dalgar has launched a new second-generation Deep Cleansing Makeup Remover Gel, claiming that it adopts a low-oil formula and adds sea mud extract, which does not require emulsification, so it is mild and refreshing, suitable for people with sensitive issues. The official price is $16.2. The top selling product on its official China e-commerce platform Tmall flagship store is Marie Dalgar Eyebrow Pencil, with total sales of 1 million+ unit. Marie Dalgar is a Chinese cosmetics brand, adhering to the spirit of "freedom, creativity and art", and has been striving to adhere to and advocate the brand concept of "New Artistic Makeup". According to its official website, Marie Dalgar insists on pursuing the true art of life, trying to break the shackles of traditional art and aesthetics, creating a new popular art style that is not equal to modern fashion by absorbing the essence of different art fields, and realizing the cross-border integration of pure art and the practical art of color cosmetics. Marie Dalgar has always been the superior good of Chinese provenance in the eyes of Chinese consumers. Especially among young consumers, Marie Dalgar is a very popular brand. It started offline more than a decade ago and became the first Chinese beauty brand to enter Sephora after a few years. It is the first Chinese makeup brand to enter the Asian market out of China. It is the first brand to create an annual sale of 500 million of Chinese foundation products (the first version of Skin Invisible Cream Foundation was sold for 500 million yuan in 2017). It is also the first Chinese brand to win the Tmall Double 11(Chinese Shopping Carnival) makeup championship for two consecutive years. In the current traffic-prone era, many innovative brands have risen to prominence such as Perfect Diary and Florasis, which made a splash in 2019 Double 11. The strategy of these two new brands is to grow more than the brand, putting huge investment on growth, strong flow and creating explosive products for rapid development. However, Marie Dalgar tends to strive for a balance between brand and growth. For example, the co-branding of Picasso is to maintain the original artistic atmosphere of the brand, but in fact, most young consumers do not know much about and do not interested in Picasso. Another feature of Marie Dalgar is the art exhibition, which is dedicated to exploring the new relationship between art and audience through art exhibitions, and the move to hold art exhibitions is also an aspect of building brand image. But the move did not have an intuitive impact on Marie Dalgar's sales compared to other similar Chinese beauty brands that brought in sales through KOLs, and KOCs. And in 2020, Marie Dalgar was successfully shown in CCTV(China’s Nationa-Grade TV media) with its sound brand strength. On May 10, 2020, CCTV's "Brand Power Project" in conjunction with Tmall held a special "China Brand Customized" live show. In the live broadcast of "the trend of Chinese products", Marie Dalgar's Skin Invisible Cream Foundation was sold out in seconds when it was shown on live streaming. Among the 23 products that were sold in the live broadcast of "the trend of Chinese products", Marie Dalgar's Skin Invisible Cream Foundation was the only one selected as a Chinese foundation product, and Marie Dalgar was also one of the few makeup brands. As a matter of fact, Marie Dalgar's Skin Invisible Cream Foundation was selected by CCTV, and the product was sold out in seconds, which did not surprise Marie Dalgar's founder. This is not the first time that the products gain good performance. In April 2020, the product first appeared in live streaming of Li Jiaqi(Chinese top live streamer), it set a record of selling 3w+ pieces in a single time and sales exceeded $0.74 million. The product even was out of stock in its flagship store on the Chinese e-commerce platform Tmall. Behind the above highlights, on the one hand, it comes from the brand founder's ultimate pursuit of products, as she has repeatedly said publicly, "we should always keep consumers in our hearts". On the other hand, it is related to Marie Dalgar's active response to changes in consumer demand and exploration of the development of retail business in the new social environment. It is evident that the consistent product strength and brand tone have made Mary Kay recognized by more consumers.