Core Viewpoint - CSS Xiyanrui has announced the closure of all its official stores on domestic e-commerce platforms after a prolonged controversy regarding false advertising of its olive essence product, leading to significant operational challenges and legal penalties [1][9][11]. Company Overview - CSS Xiyanrui is an American pharmaceutical brand, with its representative products, including olive centella essence and brightening moisturizing essence, achieving annual sales exceeding 400,000 units [3]. - The brand's main operator in mainland China is Shanghai Jingyue Trading Co., established in April 2021, which has undergone changes in legal representation and ownership in recent years [3]. Recent Developments - The company has terminated its partnership with the American brand owner due to a lack of effective support, which contributed to its struggles in a competitive market [1][9]. - All official stores on platforms like Tmall and overseas have issued closure announcements [1][9]. Legal Issues - Shanghai Jingyue Trading Co. was fined 500,000 yuan for publishing false advertisements related to the olive essence product, which was found to misrepresent the presence of key ingredients [1][9][11]. - The company failed to provide adequate evidence for claims made in its advertising, leading to significant public backlash and regulatory scrutiny [12][13]. Product Registration Status - Multiple products associated with CSS Xiyanrui, including the olive centella essence, have had their registrations canceled by the National Medical Products Administration [3][4]. Consumer Response - Influencer Kuo Wangyu, who previously promoted the olive essence, has committed to refunding consumers approximately 150 million yuan due to the controversy, indicating a significant financial impact on both the influencer and the brand [5][7].