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 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].

Core Viewpoint - The company, Zhuben, issued a statement addressing media reports regarding discrepancies between the declared and actual ingredients of some products, asserting that there are no quality safety issues and announcing a comprehensive self-inspection process [1][4]. Group 1: Company Response - Zhuben clarified that the use of "rose" in the promotion of "墨红玫瑰净油" (Dark Red Rose Oil) is appropriate, as it aligns with national standards [4]. - The company will enhance management and improve internal review mechanisms to ensure strict compliance in external communications, including statements made by founders and management [1][7]. Group 2: Consumer Complaints - A consumer reported that Zhuben's high-end products claimed to contain "墨红玫瑰" (Dark Red Rose) essential oil, but the registration information only listed "玫瑰花油" (Rose Oil), raising concerns of false advertising [6]. - Other products purchased by the consumer allegedly contained unregistered new plant materials and biotechnology ingredients, violating regulations [6]. Group 3: Product Availability - As of June 28, Zhuben's "墨红" series products were not available on major e-commerce platforms, indicating a potential suspension of sales [6][8]. - The company committed to a systematic review of all sold products' ingredients, registration information, and promotional content to ensure compliance with regulations [8]. Group 4: Regulatory Oversight - The Zhejiang Provincial Drug Supervision Administration confirmed receipt of consumer complaints and is currently investigating the issues raised [9]. - Zhuben has positioned itself as a brand focused on Eastern skincare, achieving over 1.5 billion yuan in sales within five years, gaining significant market recognition [9].