Core Viewpoint - The emerging skincare brand "Zhuben" has faced significant backlash due to discrepancies between product ingredient filings and actual contents, as well as allegations of false advertising by its founder during a live stream. The Zhejiang Provincial Drug Administration has intervened, leading to the urgent withdrawal of the involved products, while the brand denies any quality safety issues [1][3]. Industry Trends - The performance of new domestic beauty brands is declining, with only two brands, Meishi and Tiluowei, making it to the top 20 on Douyin this year, while previously popular brands like Jia Run Quan and Di Shi Ai Pu have disappeared from the rankings. In contrast, established brands such as Kose, Proya, L'Oreal, and Estée Lauder continue to dominate the market, indicating a trend where "the strong get stronger" and new brands struggle to last beyond three years [3][4]. Brand Strategies - New domestic beauty brands are increasingly focusing on creating unique aesthetic positions and establishing differentiated branding. For instance, Lin Qingxuan emphasizes the story of its rare ingredient, red camellia, combined with advanced technology to enhance brand value and justify higher pricing [4][6]. Marketing and Promotion - Many new beauty brands utilize a "template" approach to rapidly create and market products, often focusing on popular concerns like skin whitening and anti-aging. They employ low or high pricing strategies to attract consumers, and leverage celebrity endorsements to enhance brand visibility and credibility [8][10]. Challenges Faced - The beauty industry is witnessing a high rate of penalties for false advertising and ongoing disputes regarding product efficacy. Many new brands are struggling with high customer acquisition costs and declining effectiveness of traffic-driven growth strategies, leading to a "flash in the pan" phenomenon [11][12]. R&D Investments - Established beauty giants like L'Oreal and Unilever invest heavily in research and development, with L'Oreal operating 20 research centers globally and employing over 4,000 scientists. In contrast, newer brands like Lin Qingxuan show significantly lower R&D expenditures, which may hinder their long-term sustainability [14][15]. Conclusion - The current landscape of the beauty industry reflects a scenario where established brands maintain their dominance through substantial R&D investments and effective marketing strategies, while new entrants struggle to establish themselves and often face rapid declines in market presence [16].

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]