Uni-Powder aims to expand its international footprint through sunscreens

By Simon Pitman

- Last updated on GMT

Uni-Powder aims to expand its international footprint through sunscreens
China-based cosmetics raw materials provider has come a long way since it was established in 2010 and is now eyeing the expansion of its global footprint as the next strategic step for the business.

Cosmetics Design caught up with marketing director Riven Wang at the recent PCHi event in Shanghai, where he explained about how the evolution of the company’s product line led to the rapid expansion nationally and how the business is now starting to gain traction internationally as the company becomes better recognized for its sunscreen capabilities.

Uni-Powder manufactures a significant range of powders including MICA, Talc, Titanium Dioxide, foundation powders and Chrome Oxides from its two manufacturing facilities, in the outskirts of the Shanghai metropolitan area and in Qingdao, Shandong Province.

A wide product portfolio incorporating heightened functionality

“We have our own unique powder technology to meet the requirements of a broad range of cosmetic and personal care manufacturers, including products with long-lasting and misting functionalities,”​ said Wang.

“Thanks to our advanced production techniques our extensive portfolio of products has made us the number one cosmetic powders provider in China, so building on that position, we now want to expand into the international market and create an equally power name for ourselves.”

The company recently established an overseas development division, and is working towards developing a comprehensive distribution network to this end.

Distribution has already been established in Korea, and the company is also working towards establishing deeper networks and distribution in Russia, the rest of Europe and the Americas.

Wang - Uni-Powder
Riven Wang, Uni-Powder marketing director

Sunscreens are an opportunity

The company has built its reputation around cosmetic powders that are incorporated into colour cosmetic products, but lately it has branched out into powders for sunscreen products, an area it is hoping will pivotal to developing its international business.

Its latest manufacturing facility in Qingdao is dedicated to producing titanium dioxide, which the company claims is to a particularly high quality thanks to newer technology.

“We aim to supply our titanium dioxide to international markets, where currently there is a shortage of this type of ingredient, and this is the area of our business where we are hoping we can really grow our business overseas,”​ said Wang.

“Through our conversations with businesses we would like to supply in both Europe and the US, we know that there is a growing awareness of our titanium dioxide capabilities, and that these businesses are very interested in our sunscreen products.”

Technology is helping to raise the bar

Uni-Powder is also raising the bar on its existing cosmetic powders and has a patented technology to give certain colour cosmetic a Marshmallow ​effect that makes it both hydrophobic and lipophobic, basically allowing the powder to better stick to the skin.

“Our Marshmallow powders have helped to give additional functionality and claims to a range of colour ​cosmetic manufacturers,” Wang said.

“This technology makes the powder lighter and more breathable, so when a consumer uses our technology in a make-up powder, it is better able to stick to the face in hot weather or when working out, rather than sliding off. This means that a consumer can now keep their foundation on for up to ten hours without fear of losing the effect.”

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