The Chinese Skincare Brand Grain Rain Launched New Product AgainQeyesApr 11 2022

The Chinese skincare brand Grain Rain launched a new version of the product "Whitening Luminosity Repairing Essence in Cream", claiming to add the ingredient of Glabridin, called "whitening gold", it can give consumers the desiring effect of deeply brightening and hydrating with its first purchasing price of $22 per hundred gram.

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Grain Rain made an announcement officially that the most two popular ingredients Glabridin called "whitening gold" and L-Carnosine+AA2G in the "Whitening Luminosity Repairing Essence in Cream", which has functions like mildly suppressing darkening, anti-sugar, and anti-yellowing and restoring translucent skin. It’s suitable for skins having been sunburned and to be repaired because of staying up late.

According to the official website of Grain Rain, established in 2016, the brand is a domestic niche natural skincare brand. The predecessor of the brand is the Grain Rain Skin Care Lab, which has been researching the application of precious natural essence in skincare products over the last 12 years.

It is understood that the products of Grain Rain feature the core ingredient of Glabridin, claiming that the whitening effect is 80 times that of VC. Glabridin is a kind of flavone extracted from a precious plant called Glycyrrhiza glabra L. Glabridin is known as “whitening gold” because of its powerful whitening effect, which can eliminate free radicals and melanin at the bottom of the muscle, known for its effect of whitening skin and slowing down ageing.

Grain Rain’s self-built laboratory has been in research and development of Glabridin for 15 years with its top and core teams in research and development gathering together, including top experts in the industry, such as the former SK-II senior scientist Akio Sugi and Dr. Zhang Weiyang of East China University of Science and Technology. The laboratory has many core formula patents and exclusive applications technology and established its own joint planting base in Xinjiang, which is also the only artificial joint planting base cultivated and managed by modern science in China.

In addition, Grain Rain has a high-standard professional joint research and development laboratory and has obtained a number of patented technologies such as supercritical crystallization purification and nano-penetration promotion.

Grain Rain is the first domestic skincare brand that uses Glabridin for whitening. Currently, it has launched a series of products like Glycyrrhiza Glabra products, GINSENG FIRMING products, Cactus Pear Sheer products, and Cajupet Truffle Balanced products. The star items include “Whitening Luminosity Repairing Essence in Cream” and “Glabridin Brightening Essence Mask”.

At present, Grain Rain has covered all online and offline channels, and its sales revenue reached $157 million in 2021, taking the lead among cutting-edge skincare products.

In 2021, Grain Rain has won many awards including the “Gen Z Brand Innovation Marketing Award” of 2021 Tmall Golden Makeup Award, 2021 Beauty Care Trend Brand on RED, "2021 Most Competitive Brand" selected by China Cosmetics Conference, and 2021 Pin Guan Zhao Huo Beauty Awards for the “Top Ten Popular Skincare Brands”.

In addition, in the selection of the Xiaohongshu Marketing Breakthrough Award, Grain Rain became the only domestic skincare brand that won the award and was selected by the People’s Daily as the people’s domestic product "Xiaohongshu Domestic Products Festival Selection Brand Full Scene Whitening Brand". At the same time, it has also been promoted by many stars such as Li Xiang, Shen Mengchen, Zhao Lusi, Yuan Shanshan, and Li Xiaoran and has been widely concerned by the industry and loved by consumers.

But also in 2021, Grain Rain encountered a wave of false propaganda. In November 2021, an Internet celebrity blogger claimed that Grain Rain's products haven't obtained special whitening certificates issued by the National Medical Products Administration, but they advertised that the products can whiten skins and false propaganda exited. In addition, there are also issues such as fake ingredients and fake patents.

Grain Rain responded by saying that products without special whitening certificates do not claim to be whitening and the product page only explains the efficacy of the product itself. Moreover, the allegations made by the internet celebrity blogger that the ingredients and patents were fake turn out to be false which has loopholes in professional knowledge. Grain Rain also said that the internet celebrity blogger has made false allegations against the brand before and now the two parties have been in legal proceedings.

The legal action mentioned by Grain Rain was in response to the "fluorescent agent incident" that occurred in October. The above-mentioned internet celebrity blogger alluded to the fact that Grain Rain's "Glabridin Brightening Essence Mask" contains fluorescent agents. At that time, Grain Rain issued a third-party testing agency's fluorescent agent test report on the mask products and confirmed the safety of the products, which ended up with the blogger’s hastily deleted video.

Although Grain Rain was falling into a storm of public opinion for a while due to the above two negative news, its products did not seem to be much impact in terms of its sales.

Recently, Grain Rain launched an upgraded product, "Whitening Luminosity Repairing Essence in Cream", which was popularized among consumers as soon as it went public, setting an impressive record of over 50,000 sales volume during the month when Grain Rain launched its new products. Compared with "Whitening Restore Cream", the Glabridin in "Whitening Luminosity Repairing Essence in Cream" has been increased from 90% to 93% in purity. At the same time, soothing ingredients have been added such as alpha-Bisabolol, Centellae Herba, and Ceramide that repair the skin’s barrier. The upgraded version of cream succeeds in bringing whitening as well as soothing and repairing together.

On January 6, 2022, Grain Rain cooperated with Kwai's internet celebrity, Zhou Zhou. In the live broadcast, both its "Glycyrrhiza Glabra Brightening Essential Water" and "Glycyrrhiza Glabra Brightening Osmotic Lotion" won the highest sales volume and sales revenue with a sales volume of 24,000 and a sales revenue of $1.05 million.

As of April 8, 2022, Grain Rain's "Glycyrrhiza Glabra Brightening Essential Water" and "Glycyrrhiza Glabra Brightening Osmotic Lotion" has monthly sales of over 20,000 units in its cosmetics flagship store on Taobao, with the price starting at $30. The highest-selling item in the store is the "Whitening Luminosity Repairing Essence in Cream", which sells more than 30,000 bottles per month and sells for $22 to $31.