逐本陷虚假宣传风波 创始人言论遭反噬？丨美妆变局

Core Viewpoint - The emerging skincare brand "Zhuben" is facing public scrutiny due to allegations of discrepancies between product ingredient filings and actual contents, as well as accusations of false advertising by its founder during a live-streaming event [1][2]. Group 1: Company Background - "Zhuben" was founded in 2016 and has adopted a "self-research + self-controlled supply chain" model. The brand quickly gained popularity after entering the Taobao distribution channel in 2018, particularly with its makeup remover oil product [2]. - The brand's Tmall flagship store launched in 2019, collaborating with influencer Li Jiaqi for 34 live-streaming events, achieving a record of selling 50,000 bottles of makeup remover oil in just one minute [2]. - In 2020, "Zhuben" achieved a total GMV of over 200 million yuan, a 450% increase from 2019, with over 80% of revenue coming from makeup remover oil, selling over 3 million bottles in less than two years [2]. - The brand's sales during the 2022 Double 11 shopping festival reached 340 million yuan, with nearly 3.5 million units of makeup remover oil sold [2]. Group 2: Recent Controversy - Allegations surfaced that "Zhuben" products, including the high-end "Mo Hong" series, contained ingredients that did not match their filings, such as using rose oil substitutes and unapproved new raw materials [1]. - During a live-streaming event on June 25, the founder Liu Qianfei made claims about the products' efficacy in promoting hair growth and addressing women's health issues, which contradicted the products' classification as ordinary aromatherapy oils [1]. - Following the allegations, "Zhuben" removed several implicated products from major e-commerce platforms and the founder deleted related posts on social media [1]. Group 3: Regulatory Response - The Zhejiang Provincial Drug Supervision Administration has stated that the matter has been referred to the local market supervision bureau for investigation and is being handled according to standard procedures [2]. - On June 27, the brand issued an apology and proposed a rectification plan while denying any improper product ingredient claims, asserting that all products are safe [2]. Group 4: Financial Information - According to public records, Hangzhou Shucai Network Technology Co., Ltd., the parent company of "Zhuben," has a registered capital of over 4.89 million yuan [3]. - "Zhuben" completed A and B round financing in December 2020 and March 2021, respectively, with the B round raising 50 million USD from notable investors [3].