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].

针对上述情况，27日南都记者多次致电"逐本"母公司"杭州舒彩网络科技有限公司"，及关联的"上海逐 本化妆品有限公司"，但电话始终无人接听。 6月25日下午，"逐本"创始人刘倩菲在她的小红书进行品牌年中促销直播，她在宣传介绍其多款产品 时，宣称产品具有医疗功效。该事件也引发行业对化妆品合规性的关注。 采写：南都记者 杨丽云 截图源于智通财经。 视频显示，"逐本"创始人刘倩菲直播介绍其多款产品时，暗示按摩油对断发、掉发、脱发、白发问题有 效，可调节月经不规律等女性生理问题，可化痰止咳抗病毒。 据悉，按照《化妆品监督管理条例》，化妆品广告不得明示或者暗示产品具有医疗作用，不得含有虚假 或者引人误解的内容，不得欺骗、误导消费者。 此前据智通财经报道，有消费者举报"逐本"产品成分与备案不符，国家药监局已介入调查。广西的阳先 生表示，他在电商平台"逐本"官方店铺购买了数十款产品，发现"墨红"系列涉嫌用月季净油（编者注： 一种较纯净的精油，通过溶剂萃取法萃取）冒充玫瑰精油，"不染茉莉白茶"系列被指添加未备案原料， 另有非"妆字号"产品违规宣称具有护肤功效。 据逐本官网和媒体报道，品牌2016年创立，坚持自研＋自控供应链的创 ...