就在直播前两天，6月23日，广西消费者阳先生向国家药监局递交的举报材料，指出逐本三个问题——成分造假、备案违规、功效虚假。6月24日，国家药 监局受理和举报中心回复称，相关举报情况已分别转上海市、浙江省、江苏省等相关部门进行办理。6月26日上午，浙江省药品监督管理局邮件回复称， 相关举报已转杭州市市场监督管理局处理。 巧合的是，刘倩菲直播中关于产品"医疗功效"的宣称，疑似成为举报内容最直接的证据。 "墨红玫瑰精油能焕亮赋颜。" "坚持使用这款精油可以调节月经不规律、化痰止咳抗病毒。" 6月25日，逐本创始人刘倩菲在小红书直播间热情洋溢地介绍自家"香养系列"单方精油产品。这场看似平常的年中促销直播，却点燃了品牌危机的导火 索。 图源：逐本品牌声明 在创始人亲自带货的魔力光环下，逐本曾经打爆的产品，原本是众多品牌的学习对象。如今，却在备案成分与实际宣传之间筑起危墙。 逐本翻车： 备案与宣传的双重沦陷 这场风波的起点是消费者对产品本质的质疑。阳先生购买的数十款逐本产品，在备案信息与实际宣传之间暴露出三重断裂。 公开信息显示，售价高出普通系列40元的高端"墨红系列"，宣称添加云南特有"墨红玫瑰精油"。然而备案信息却显 ...

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 stream promotion [1][2]. Group 1: Allegations and Responses - On June 30, 2023, media attempts to contact the founder Liu Qianfei and the parent company Hangzhou Shucai Network Technology Co., Ltd. went unanswered [2]. - Consumers reported that the "Mo Hong" series products contained ingredients that did not match the filings, including the alleged use of "rose oil" misrepresented as "Crimson Glory" rose oil [2]. - The Zhejiang Provincial Drug Administration has initiated an investigation into the allegations, while the brand issued an apology and proposed a rectification plan, denying any quality safety issues [6][8]. Group 2: Brand Background and Growth - Founded in 2016, Zhuben has rapidly grown in popularity, particularly known for its makeup remover oil, which contributed significantly to its revenue [14]. - In 2020, Zhuben achieved over 200 million yuan in total online sales, a 450% increase from 2019, with more than 80% of revenue coming from makeup remover oil [14]. - The brand has successfully collaborated with influencers, achieving record sales, such as selling 50,000 bottles in one minute during a live stream [14]. Group 3: Rectification Measures - Zhuben has committed to a comprehensive self-inspection and transparency regarding product ingredients and promotional content, ensuring compliance with regulations [10][12]. - The company plans to enhance internal management and communication protocols to prevent future discrepancies and improve consumer trust [11][12]. - A long-term supervision mechanism will be established to continuously improve product development and compliance processes [12].

随后，各大网购平台的"逐本"官方店铺下架了多款涉事产品。同时，该品牌创始人刘倩菲也删除了多篇 与涉事产品相关的小红书笔记。 一直以来，刘倩菲在美妆品牌创始人里，属于积极投身打造IP的一批。2024年8月底，刘倩菲开启首场 直播带货，单场GMV超过149万元。目前，她在小红书平台粉丝数为11.5万。 对于上述事件，浙江省药品监督管理局相关人员回应称，已转属地市场监管局核查，正在按照工作流程 进行处理。6月27日，品牌方发表声明致歉并提出整改方案，但否认其产品成分宣传不当，并强调所有 产品均不涉及质量安全问题。 公开资料显示，逐本品牌于2016年创立，坚持"自研+自控供应链"模式，并于2018年入驻淘系分销，凭 借卸妆油单品迅速崛起。2019年，逐本天猫旗舰店上线后，与李佳琦合作34场，创下单场1分钟卖出5万 瓶卸妆油的纪录。2020年全网GMV超2亿元，比2019年上涨450%，其中80%以上的营业额来自卸妆油， 不到两年时间，卸妆油单品累计卖出超300万瓶，覆盖超210万用户。2022年双11期间，全网销售额3.4 亿，卸妆油销量近350万支。 近日，新锐护肤品牌"逐本"因多款产品被曝成分备案与实际不符、创始 ...

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 claims of false advertising by its founder during a live stream [1][2][3]. Group 1: Product Allegations - Multiple products from Zhuben, including the "墨红" series and "不染茉莉白茶" series, have been reported to have three main issues: 1. The "墨红" series claims to contain "墨红玫瑰" essential oil, but the filed ingredients list shows "玫瑰（Rosa rugosa）flower oil," suggesting potential false advertising [2]. 2. The "不染茉莉白茶" series allegedly includes unlisted new plant ingredients not recorded in the official cosmetic ingredient directory, using old ingredient filings [2]. 3. Non-cosmetic essential oil products are claimed to have skincare benefits, which raises concerns about misleading claims [2]. Group 2: Company Response - Zhuben's founder, Liu Qianfei, made claims during a live stream that the products could promote hair growth and regulate menstrual cycles, which has been criticized for implying medical benefits [3]. - Following the allegations, Zhuben's official stores on major e-commerce platforms removed the implicated products, and the founder deleted related posts on social media [4]. - The company issued a statement asserting that all products do not involve quality safety issues and defended its marketing language regarding "墨红玫瑰净油" [7]. - Zhuben acknowledged potential shortcomings in ingredient disclosure and announced a rectification plan to review all product information and ensure compliance with regulations [8][9]. Group 3: Company Background - Founded in 2016, Zhuben quickly gained popularity with its makeup remover oil, adopting a "self-research + self-controlled supply chain" model. - The brand's Tmall flagship store launched in 2019, achieving significant sales milestones, including selling 50,000 bottles in one minute during a collaboration with influencer Li Jiaqi [10]. - In 2022, Zhuben reported a total sales figure of 3.4 billion during the Double Eleven shopping festival, with nearly 3.5 million units of makeup remover sold [10].

Core Viewpoint - The skincare brand "Zhuben" is facing public scrutiny due to allegations of discrepancies between product ingredient filings and actual contents, as well as claims of false advertising by its founder during a live stream [1][2][4] Group 1: Allegations and Issues - Multiple products from Zhuben, including the "墨红" series and "不染茉莉白茶" series, have been reported to have three main issues: misrepresentation of ingredients, use of unapproved new plant materials, and claims of skincare benefits for non-cosmetic products [2][4] - The founder of Zhuben, Liu Qianfei, was criticized for suggesting that certain products could promote hair growth and regulate menstrual cycles during a live stream, implying medical benefits [4][6] Group 2: Regulatory Response - The Zhejiang Provincial Drug Administration has referred the matter to local market regulatory authorities for investigation, leading to the urgent removal of the implicated products from major e-commerce platforms [1][6] - Zhuben's parent company, Hangzhou Shucai Network Technology Co., Ltd., issued a statement asserting that all products do not involve quality safety issues and defended its marketing practices regarding the "墨红玫瑰净油" [7][10] Group 3: Company Actions and Future Plans - Zhuben has acknowledged potential shortcomings in ingredient disclosure and has proposed a rectification plan, which includes a thorough review of all sold products' ingredients and marketing claims [10] - The company plans to enhance its internal review mechanisms and ensure compliance with national regulations, aiming for transparency and consumer trust [10][11] Group 4: Company Background - Zhuben was established in 2016, focusing on "Oriental skincare and makeup removal," and gained rapid popularity with its makeup remover oil [11] - The brand has achieved significant sales milestones, including a record of selling 50,000 bottles in one minute during a collaboration with influencer Li Jiaqi [11]

6月27日，逐本针对媒体报道的部分产品存在备案成分与实际成分不符等问题，于其官方公众号发表了声明，称所 有产品均不涉质量安全问题，并且表示会启动全面自查，对已销售产品的成分、备案信息和宣传内容进行复核。 针对创始人在直播时对功效的不当宣传，公司会强化管理，进一步完善内部审核机制，严格规范对外沟通内容， 包括创始人及管理层的公开表述。 另外，有媒体报道称，针对消费者投诉的逐本的相关问题，浙江省药品监督管理局办公室的工作人员表示投诉中 心已收到国家药监局转来的信息，并转属地市场监管局核查，正在按照工作流程进行处理。 否认成分宣传不当，涉事产品尚未恢复上架 据悉，逐本在声明中首先澄清了最主要的争议，即其产品使用"玫瑰（ROSE）"来宣传"墨红玫瑰净油"的表述并无 不当。逐本表示，在国标文件中，序号144"墨红花净油"与其产品中使用的墨红玫瑰净油系同一物品，逐本使用 的"墨红玫瑰净油"用"玫瑰"来做宣传并无不当。 逐本涉事产品。 此前，购买了逐本十几款产品的阳先生向媒体反映，逐本的高端墨红系列产品宣称加入了产自云南的"墨红玫 瑰"精油，但备案信息仅显示"玫瑰花油"等，疑似虚假宣传，或使用了"月季净油"冒充玫瑰精油进行 ...

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 ...