Under the general trend of the rise of domestic beauty products, not only Chinese consumers frequently find the treasure of high-quality and cheap domestic products, but also many foreign consumers have begun the journey of “true fragrance” of Chinese beauty brands.
Recently, jeffree star, a global head beauty blogger with more than 10 million fans on youtube, released the first beauty evaluation in 2022, which is the domestic brand huaxizi. Under the praise, many foreign netizens also said that “its details and artistry are amazing” and “the packaging is so beautiful that I like it”.
In fact, as early as March 2021, huaxizi started the journey of “going to sea”, and its “concentric lock lipstick” entered the top three of Japan’s Amazon lipstick sales list (hour list) on the first day of its launch. So far, huaxizi has supported sales in 43 countries and regions, of which the United States, Australia and Europe are the main markets.
In recent years, many domestic brands have settled in Sephora, a high-end retail collection store in France. Such as Cha Ling tea spirit, the beauty of Wei blue, inoherb Tang, Mary Daijia, etc. In addition, Sephora also has a number of products jointly developed with domestic brands, such as baicaoji Taiji jointly incubated with Shanghai Jahwa United Co.Ltd(600315) and maogeping Guangyun, a high-end makeup brand jointly and exclusively incubated with Mao Geping.
“Sephora currently operates more than 2700 stores in 35 markets around the world, which can help Guochao brand solve the problem of ‘going to sea’ and quickly enter the international market.” Sephora relevant person in charge said.
“In the past, many domestic cosmetics often had the stereotype of high appearance value and general strength, which was mainly caused by the inertia of emphasizing marketing and neglecting R & D in the industry.” Chen Shaojun, director of the China perfume and fragrance cosmetics industry association, said that the beauty of Chinese products has always won the favor of consumers. Besides the development dividends brought by mobile Internet, it is the result of brand strengthening research and development and practicing hard work.
In 2021, the State Food and Drug Administration successively issued three new regulations, namely, the classification rules and catalogue of cosmetics, the specification for the evaluation of efficacy claims of cosmetics, and the technical guidelines for safety assessment of cosmetics (2021 Edition). This means that the cosmetics industry has officially entered the era of efficacy, which also requires domestic brands to really devote themselves to R & D.
The number of invention patents is one of the important indicators to measure the hard power of enterprises. In this field, domestic cosmetics are also “accelerating”. According to tianyancha data, as of October 2021, Zhejiang Yige Enterprise Management Co., Ltd., the parent company of Huaxi, has added 106 patents; In the same period, among beauty brands, Bloomage Biotechnology Corporation Limited(688363) ‘s kwadi added 304 patents, and Yunnan Botanee Bio-Technology Group Co.Ltd(300957) Biotechnology Co., Ltd.’s Winona added 355 patents.
The increase in the number of patents is difficult to separate from the increased R & D investment of Chinese brands. In March 2021, HFP announced the opening of its R & D building with an investment of more than 100 million yuan; In August 2021, huaxizi officially announced that the Oriental Beauty Research Institute, which integrates more than ten top scientific research institutions at home and abroad, was officially established; Winona also announced that it plans to spend 100 million yuan to set up a subsidiary in Kunming to carry out experimental technology research and other related businesses.
“Generally speaking, the development history of China’s beauty industry is relatively short, and there is indeed a certain gap with major international brands, but I believe that with the further opening of the Chinese market, Chinese local enterprises can usher in a new period of opportunities.” Chen Shaojun said.
