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].

逐本多款产品被曝成分与备案不符！ 6月23日，广西消费者阳先生向国家药监局及媒体反映称，其在电商平台购买的逐本"墨红"系列、"不染茉莉白茶"系列等数十款产品存在三大问题： 一是，逐本高端"墨红"系列产品宣称添加云南"墨红玫瑰"精油，但备案成分显示为"玫瑰（Rosa rugosa）花油"，疑似虚假宣传，或可能使用月季净油冒充； 二是，"不染茉莉白茶"系列产品等疑似添加未收录进《已使用化妆品原料目录》的植物新原料，并套用旧原料备案； 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、创始人直播涉嫌虚假宣传等陷入舆论风波。据媒体报道，浙江省药品监督管理局已转属地 市场监管部门介入核查，涉事产品紧急下架，品牌方发布声明致歉，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。 三是，非"妆字号"单方精油香薰产品宣称护肤功效。 6月25日，该品牌创始人刘倩菲在小红书直播中讲解多款"逐本香养"系列单方精（净）油产品时，宣称产品可"长小毛毛（育发）""调节月经不规律""化痰止 咳、抗病毒"。被质疑其对普通化妆品宣传中暗示医疗作用。 6月26日，各大电商平台逐本官方店铺下架"墨红""不染茉莉白茶"等多款涉 ...

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 ...