Core Viewpoint - The recent controversy surrounding the brand "Zhubon" highlights significant issues related to product claims, ingredient transparency, and regulatory compliance in the cosmetics industry, particularly in the context of live-stream marketing by founders [1][6][19]. Group 1: Brand Controversy - A consumer complaint was filed against Zhubon, alleging ingredient fraud, regulatory violations, and false efficacy claims, which prompted investigations by various regulatory bodies [1][6]. - The founder's live-stream promotion of products with unverified medical claims exacerbated the situation, leading to immediate product removals from e-commerce platforms [6][10][19]. - The discrepancies between product claims and actual ingredient listings raised consumer trust issues, particularly regarding the misrepresentation of "墨红玫瑰" (Mokhong Rose) [6][10]. Group 2: Regulatory and Compliance Issues - The brand's failure to properly register ingredients and the use of misleading terminology in marketing have exposed gaps in the regulatory framework governing cosmetics [10][19]. - The founder acknowledged the lack of compliance awareness during live-stream promotions, indicating a need for stricter oversight and adherence to regulations [16][19]. - The brand's commitment to rectify these issues includes a comprehensive review of ingredient registrations and the establishment of a long-term supervision mechanism [18][19]. Group 3: Brand Growth and Marketing Strategy - Zhubon experienced rapid growth after successful collaborations with influencers, particularly in live-streaming, which significantly boosted sales [11][13]. - The brand's marketing strategy has shifted towards leveraging the founder's personal brand, which has proven effective but also poses risks related to compliance and consumer trust [15][19]. - Despite recent challenges, Zhubon remains a leading player in the cleansing oil category, with substantial sales figures reported in previous years [13][19].

Core Viewpoint - The incident involving "Zhuben" founder Liu Qianfei promoting products with alleged medical benefits during a live stream has raised concerns about compliance in the cosmetics industry [2][4]. Group 1: Company Overview - "Zhuben" was founded in 2016 and emphasizes self-research and supply chain control [5]. - The brand launched its Tmall flagship store in 2019 and collaborated with influencer Li Jiaqi for 34 live streams, achieving a record of selling 50,000 bottles of makeup remover in one minute [5]. - In 2020, the total gross merchandise volume (GMV) exceeded 200 million yuan, and in 2022, during the Double Eleven shopping festival, the sales reached 340 million yuan with nearly 3.5 million bottles of makeup remover sold [5]. Group 2: Regulatory Concerns - According to the Cosmetics Supervision and Administration Regulations, cosmetic advertisements must not imply or state that products have medical effects, nor contain false or misleading information [5]. - Reports indicate that consumers have alleged discrepancies between "Zhuben" product ingredients and their filings, prompting an investigation by the National Medical Products Administration [5]. - Specific allegations include the "墨红" series using rose oil substitutes and the "不染茉莉白茶" series containing unregistered ingredients, along with non-compliant claims of skincare benefits [5].