Core Viewpoint - The 618 shopping festival has undergone significant changes this year, with a longer duration and simplified promotional rules, leading to a shift in the beauty brand landscape where international brands are regaining prominence while domestic brands face pressure [2][20]. Group 1: Performance of Beauty Brands - Major beauty brands such as Proya, Lancôme, L'Oréal, and SK-II achieved over 100 million in GMV during the early stages of the 618 festival [3]. - International beauty brands outperformed domestic brands on platforms like Tmall, with a ratio of 5:1 in terms of brand representation in the top 20 rankings [3]. - The beauty category has become a core driver of sales growth across various platforms during the 618 festival [12]. Group 2: Changes in E-commerce Platforms - This year's 618 festival is the longest in history, with platforms like Tmall and JD.com extending the promotional period to around 39-40 days [13][14]. - E-commerce platforms have simplified promotional mechanisms, moving away from complex discount strategies to more straightforward price reductions and coupons [15][16]. - Platforms are focusing on balancing the interests of consumers, brands, and the platform itself, moving away from the previous price war strategy [16][20]. Group 3: Growth Trends and Strategies - JD.com reported significant growth in beauty product sales, with categories like lipsticks and serums seeing over 100% year-on-year growth [6]. - Douyin's beauty brand ecosystem has shifted, with high-end brands experiencing explosive growth while white-label products have disappeared from the rankings [9][20]. - Platforms are investing heavily in supporting quality brands, with Tmall and JD.com committing substantial resources to enhance brand visibility and sales [17][18]. Group 4: Implications for Domestic Brands - The shift towards supporting established brands may pose challenges for mid-tier domestic brands, which now face a more competitive environment [21]. - Domestic brands like Proya are solidifying their market position, while others must adapt to the changing landscape to maintain growth [22]. - The end of the price war signifies a new phase focused on brand value, product innovation, and user experience, presenting both opportunities and challenges for domestic brands [22].

中国化妆品产业正在经历一场由"成分"驱动的高质量变革。在透明质酸之后，行业迫切需要新 的科学突破与国产成分标签。 而今，一种来自蜂王浆的活性成分——" 1 0 -羟基- 2 -癸烯酸"，俗称王浆酸（1 0 -HDA），正以 科 研 和 产 业 化 双 线 并 进 的 姿 态 ， 成 为 继 透 明 质 酸 之 后 ， 中 国 原 料 库 中 又 一 张 值 得 被 全 球 记 住 的"成分名片"。 2 0 2 5年5月，福瑞达生物股份在中国化妆品科学技术大会上全面披露王浆酸的合成路径与科研 进展，标志着中国本土原料在"生物合成-机理-应用"全链路创新上的一次扎实的跃升。 在全球生物科技与美妆融合加速、中国国产护肤品牌集体寻求"成分自主权"的背景下，王浆酸 的 成 功 研 发 ， 不 仅 打 破 了 技 术 壁 垒 ， 更 打 破 了 品 牌 认 知 的 天 花 板 ， 为 中 国 原 料 库 的 " 成 分 进 化"提供了范例路径。 从透明质酸到王浆酸，中国原料科研正从"以量取胜"向"以质立身"转变，一场成分自主的时代 序幕，正悄然拉开。 在5月2 1日- 2 3日举办的2 0 2 5中国化妆品科学技术大会上 ...

林清轩的上市动作早有苗头。 早在2 0 2 0年，林清轩创始人孙来春在接受媒体采访时就表示，公司在未来5年内要拥抱资本市 场，谋求上市。 今年2月，"上海林清轩生物科技有限公司"名称变更为"上海林清轩生物科技股份有限公司"， 同时公司董事长孙来春的职务调整为董事长兼总经理。股改完成，标志着林清轩迈出了上市第 一步。 随着上市步伐加快，这一家创立于2 0 0 3年的中国美妆公司将开启新篇章。 林清轩敢于迈向资本市场，其底气既得益于品牌当下已然成熟且稳固的市场格局，更源于其在 渠道拓展与产品布局两端构建起的综合战略体系。 5月2 9日，上海林清轩生物科技股份有限公司（以下简称"林清轩"）正式向港交所递交招股说 明 书 ， 拟 主 板 挂 牌 上 市 ， 中 信 证 券 和 华 泰 国 际 担 任 联 席 保 荐 人 。 若 顺 利 ， 林 清 轩 将 成 为 港 股"中国高端护肤第一股"。 从林清轩披露的招股书数据来看，2 0 2 2年至2 0 2 4年期间，公司营收呈现出稳健且快速的增长 态 势 ， 分 别 为 6 . 9 1 亿 元 、 8 . 0 5 亿 元 、 1 2 . 1 亿 元 ， 复 合 年 增 ...

Core Insights - The "Global Brand China Online 500 Strong List" (CBI 500) highlights the importance of consumer purchasing behavior in evaluating brands, moving beyond traditional metrics like sales revenue [2][5] - The beauty industry is identified as having the highest "brand index" among daily consumer goods, with a clear trend towards brand competition concentrated among leading brands [11][14] - International brands continue to outperform domestic brands in overall scores and representation on the list, indicating a need for domestic brands to focus on brand building [11][14] Industry Trends - The beauty sector's CBI score reached 75.83 in Q1 2025, an increase of 2.82 from Q1 2023, reflecting a strong brand presence among top players [11] - The CBI index emphasizes quality over quantity, with a scoring system that includes brand awareness, novelty, loyalty, and reputation [7][11] - The online retail market in China is significant, with the beauty segment accounting for 64.35% of total online transactions, amounting to approximately 6910.52 million yuan in 2024 [5][11] Competitive Landscape - The latest Tmall sales data indicates a growing head effect, where leading brands are capturing more market share, pushing lower-quality products out of the market [3][15] - In the recent Tmall 618 event, brands like Proya and Lancôme achieved significant sales milestones, showcasing the competitive dynamics between domestic and international brands [15][20] - International brands are regaining market strength, with companies like L'Oréal reporting a 6.9% sales growth in Q1 2025, indicating a recovery in the Chinese market [20][21] Brand Development Strategies - Tmall is shifting its focus from low-price strategies to supporting quality brands, aiming to enhance brand loyalty and consumer engagement [22][24] - The platform is investing heavily in brand support initiatives, with a budget of 200 billion yuan aimed at fostering innovative and high-quality brands [22][25] - The competition is evolving beyond product offerings to include brand equity and market positioning, with both international and domestic brands needing to adapt to these changes [25]

Core Viewpoint - The article highlights the journey of the "Qing Ciguo" (青刺果) from a little-known plant in the mountains of Southwest China to a significant ingredient in skincare products, particularly through the efforts of the brand Winona (薇诺娜) [2][19]. Group 1: Qing Ciguo's Historical and Cultural Significance - Qing Ciguo has a history of over a thousand years in medicinal and culinary use among ethnic minorities in Yunnan, with documented medicinal use dating back approximately 500 years [2][6]. - The plant is known for its resilience, blooming in harsh winter conditions, symbolizing strength and beauty [2]. Group 2: Winona's Research and Development Efforts - Winona has been researching Qing Ciguo since its inception, selecting it as a core ingredient from over 6,500 medicinal plants in Yunnan [8][10]. - The brand has published 17 academic papers related to Qing Ciguo, with 13 being published and 4 presented at conferences, showcasing its commitment to scientific validation [10]. - Winona's research has transitioned Qing Ciguo from a traditional medicinal plant to a scientifically validated ingredient, establishing its efficacy in skin barrier repair [11][19]. Group 3: Product Development and Innovation - Winona has developed multiple iterations of its flagship product, the "Special Care Cream," utilizing advanced extraction and refinement techniques to enhance the stability and efficacy of Qing Ciguo oil [11][14]. - The introduction of new components like Qing Ciguo polysaccharides and flavonoids represents a shift from single-component to multi-component applications in skincare [14][16]. Group 4: Economic and Ecological Impact - The expansion of Qing Ciguo cultivation has positively impacted local economies, improving infrastructure and creating job opportunities in the region [20][21]. - Winona has implemented sustainable practices, including carbon footprint management and ecological restoration projects, contributing to environmental conservation [23][28]. Group 5: Industry Recognition and Future Prospects - Winona has received international awards for innovation in raw materials and research excellence, positioning itself as a leader in the Chinese cosmetics industry [17][19]. - The company plans to replicate its success with Qing Ciguo by exploring other local plants, further driving innovation and economic growth in the region [30][31].

在功效护肤日益成为行业主战场的当下，"美白"正在经历从感性认知向科学管理的深度转型。 2 0 2 5年5月，拜尔斯道夫集团旗下优色林在第十二届ASPCR（亚洲色素病研究大会）上亮相， 既是一场品牌的科研展示，也是一次行业话语体系的革新。 在跨度长达十几年的探索中，柯柏德博士团队通过DNA片段构建及层析技术成功获得人体酪 氨酸酶，并基于此开展了的抑制酪氨酸酶活性研究。至今为止，拜尔斯道夫欧洲研发中心仍是 全球唯一一个可以获得足量稳定的人体酪氨酸酶的实验室。 因此Th i ami d o l ® 6 3 0的革命性和开创性首先在于，这是目前唯一基于人类酪氨酸酶筛选的美 白剂成分；而且在功效表现上，它也是目前已知在同样实验条件下，最有效的美白祛斑剂。 从实验室数据看，相比市面上已使用的美白成分3 7 7、曲酸和熊果苷，其抑制黑色素的效率分 别是后三者的11 9倍、4 4 5倍和3 6 3 6倍；同时从临床循证医学数据看，它目前已经通过了2 8个 国家的11 0多项临床试验，累计测试受试者约8 , 5 0 0人，证实其可以明显减少皮肤色素沉着， 并对所有肤色均安全有效。 面对色素性皮肤病日趋复杂的诊疗需求，优色林以" ...

美妆感官经济的暗线竞争，正在走向台前。 在满眼黑科技的当下，感官价值依然是评价一款美护产品优劣的重要标准，决定消费者对产品 的"第一印象"、购买决策以及最终的认可复购。从行业趋势看，无论是香氛型洗护的爆发，还 是 护 肤 品 的 质 地 迭 代 ， 乃 至 防 晒 品 类 的 肤 感 升 级 ， 越 来 越 多 的 品 牌 乐 于 在 感 官 方 面 大 做 新 文 章，向市场展现"真功夫"和"真诚意"。 《FBe a u t y未来迹》研究近两年上市的美妆新品发现，与功效平行的"肤感竞赛"，正在倒逼美 妆公司加大对质地、香味和触感等属性的研发投入。这一精细化的方向，在满足消费者多元化 需求的同时，一定程度上拉升了大众品牌产品的质感和竞争力，也对高端品牌此前围绕奢华肤 感铸造的护城河形成挑战。 | 上下滑动查看 | | --- | 对于美妆而言，肤感被放在重要的位置，本是顺理成章。因为消费者对于一款产品最直观的评 价往往来自上手的第一触感。即便是在营销层面，美妆博主们介绍产品时，也会着重描述肤感 体验。 肤感的"第一印象分"太低，往往会让消费者直接对产品"一票否决"——道理很简单，产品功效 体验不会即时获得， ...

Core Viewpoint - MAISON d e SIT.E aims to redefine the high-end beauty market in China by integrating fashion and beauty, drawing inspiration from diverse cultural elements while positioning itself as a unique brand that challenges the status quo of international beauty brands [2][11]. Group 1: Brand Identity and Philosophy - MAISON d e SIT.E is characterized as a "functional beauty" brand that seeks to merge rebelliousness with professionalism, aspiring to become the next "Mao Geping" without merely replicating existing models [2]. - The brand emphasizes a narrative that intertwines fashion and beauty, showcasing a distinct aesthetic that reflects Mongolian culture and other cultural influences [3][11]. - The brand's philosophy revolves around the idea that beauty transcends mere facial aesthetics, embodying a three-dimensional emotional expression [5]. Group 2: Product Development and Innovation - MAISON d e SIT.E's product line is designed with a focus on texture and user experience, collaborating with a Japanese company to create unique skin feel experiences such as "silk marble ice sensation" and "chiffon glutinous rice mud" [8]. - The brand encourages a hands-on approach to makeup application, allowing users to apply products without the need for brushes, thus catering to the needs of mature consumers who seek efficiency and quality [9][10]. - The introduction of innovative products like the "freckle cushion" and "no-size foundation" reflects the brand's commitment to breaking traditional beauty norms and addressing diverse consumer needs [22][23]. Group 3: Cultural Integration and Globalization - MAISON d e SIT.E aims to present Chinese culture in a way that resonates globally, deconstructing traditional cultural symbols and reinterpreting them for a modern audience [11][13]. - The brand's use of non-heritage cultural elements, such as the "female script" and Mongolian craftsmanship, highlights its dedication to showcasing a new narrative of Chinese aesthetics [13][15]. - By entering high-end retail channels like Sephora, MAISON d e SIT.E is positioning itself for global expansion while maintaining its unique cultural identity [15]. Group 4: Market Positioning and Consumer Engagement - The brand targets women over 30 who are disillusioned with conventional beauty marketing, offering products that emphasize quality and emotional value rather than superficial trends [8][10]. - MAISON d e SIT.E actively engages with consumer feedback, addressing concerns directly and adapting products to meet the needs of its audience, thus fostering a transparent relationship with its customers [9][10]. - The brand's approach to inclusivity in model selection and marketing challenges traditional beauty standards, promoting a diverse representation that resonates with contemporary societal values [19][20].

炎炎夏日将至，该去哪寻一抹清凉？近日，颐莲在济南举办了一场喷雾节，以"水润新生，唤 醒肌肤多巴胺"之名，为消费者带来了一场别样的沉浸式体验。 作为福瑞达生物旗下的科技护肤品牌，颐莲凭借"玻尿酸+"技术稳居面部喷雾赛道头把交椅， 2 0 2 4年线上GMV突破1 0亿，同比增长超3 0%。 而这场以济南为起点、辐射全国的喷雾节，既是品牌年轻化战略的集中呈现，也是一次从产品 力到品牌力的全面升级——通过颐莲品牌喷雾全球代言人张凌赫的流量势能、线上线下联动的 沉浸式体验，以及持续迭代的科研实力，颐莲正在拔高"科技护肤"的行业标准。 5月2 4日的济南融创乐园摩天轮广场，化身为一座"水润乐园"。 巨 型 颐 莲 喷 雾 喷 头 造 型 的 主 入 口 矗 立 在 广 场 中 央 ， 蓝 白 色 品 牌 标 识 与 荧 光 粉 、 明 黄 色 交 织 的"多巴胺"色块碰撞出跳跃的视觉冲击。礼盒、玻尿酸分子模型与喷射彩带元素穿插其间， 将"水润新生，唤醒肌肤多巴胺"的主题具象化——这场名为 "赫你在一起 中国颐莲喷雾节" 的 盛会，既是品牌年度营销的重头戏，也是其与消费者深度联结的破圈尝试。 作为9 5后"顶流预备役"， ...

Core Viewpoint - MISTINE is leveraging advanced technology and a robust research framework to dominate the sunscreen market in China, aiming for global influence through localized innovation and strategic partnerships [2][12][38]. Group 1: Research and Development - MISTINE's R&D center in Shanghai is described as the most authoritative in China, featuring a triad of capabilities: a photobiology lab, a consumer insight center, and a Nobel Prize AI computing lab [4][5]. - The photobiology lab is pivotal, equipped with cutting-edge research tools, and plans to invest hundreds of millions in foundational research and product development over the next five years [4][5]. - The brand has established a global R&D network, collaborating with Nobel laureates and various research institutions to create a comprehensive innovation ecosystem [8][9]. Group 2: Product Innovation - The exclusive ingredient "御光滤" (Yuguang Filter) was developed over 14 years through collaboration among research teams from China, Thailand, and Germany, showcasing the brand's commitment to innovation [9][19]. - MISTINE's new product, the "Whitening Essence Sunscreen," is specifically designed for sensitive skin and incorporates advanced scientific frameworks to address consumer needs [18][19]. - The brand's product line now includes a variety of sunscreen options tailored for different demographics, including men, children, and sensitive skin, demonstrating a comprehensive approach to market segmentation [27][30]. Group 3: Market Position and Strategy - MISTINE has been the top-selling sunscreen brand in China for four consecutive years, with one in eight people using its products, indicating strong market penetration [30][31]. - The brand's strategy focuses on integrating global resources with local market demands to establish technological leadership in the beauty industry [14][38]. - MISTINE's approach to sunscreen is evolving from general protection to medical-grade precision, reflecting a shift in consumer expectations and market dynamics [19][30].