知名女星代言品牌致歉，已被立案调查

Core Viewpoint - The children's lip balm brand "Dai Kesi," endorsed by Guo Jingjing and Liu Tao, is under investigation for allegedly violating regulations by labeling a product as "food-grade lip balm" [1][2][4] Group 1: Incident Overview - On January 22, Dai Kesi issued an apology, stating that the term "food-grade" was a misunderstanding by promotional staff and was not approved by the company [1][6] - The product in question was found to have the "food-grade" label removed from its promotional page on e-commerce platforms following media reports [4][6] - The local market regulatory authority has initiated an investigation into Dai Kesi's parent company, Wuxi Dai Kesi Biotechnology Co., Ltd. [4][6] Group 2: Regulatory Context - The "Children's Cosmetics Supervision and Administration Regulations," which took effect on January 1, 2022, prohibit the use of terms like "food-grade" or "edible" on children's cosmetic labels [2] Group 3: Company Response and Product Quality - Dai Kesi clarified that the controversy pertains only to advertising language and does not involve product quality or safety issues [6][8] - The company conducted oral toxicity tests to ensure safety in case of accidental ingestion by children, adhering to cosmetic safety regulations [6] Group 4: Company Background and Financial Performance - Founded in 2017, Dai Kesi initially focused on baby creams and has since expanded its product range, which includes mosquito repellent and baby care items, with prices ranging from 6.9 yuan to 229 yuan [8][10] - The company has raised funds through eight rounds of financing, with investors including Lafang Holdings and Xiangfeng Investment [8] - Dai Kesi's sales figures have shown significant growth, with GMV reaching 200 million yuan in 2019, 1 billion yuan in 2020, and surpassing 1 billion yuan in 2022, although the market share remains low [10]