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].

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].