Clean label for kids: China’s Pula launches kids’ skin care range on Tmall and Douyin

Pula is a brand under Zhejiang Yuanda Import and Export Co, supplier of skin care raw materials and is also in the clothing business.

Specialising in skin care for children between four to 12 years old, Pula’s current line-up of products include facial cream, body lotion and sunscreen.

Pula first launched in China in December 2021.

“All parents want the best for their children and as spending power increases, parents are spending more on skin care. In the second-tier cities, we see parents willing to buy products for skin protection for their children. In the third and fourth-tier cities, parents are buying more moisturising and sunscreen products​,” said Ping Ping Sun, founder of Pula.

Assessing the difference in formulating products for children, she added: “Children’s skin are very sensitive so products need to be able to offer a protective barrier, and moisturising functions while for adults, products are catered mostly for the maintenance of the skin barrier, repair, and anti-ageing​.”

Clean label​

According to Sun, many skin care products for children contain alcohol and additives such as preservatives or chemicals which are undesirable.

Pula emphasises on creating a clean label range, ensuring its products are natural, does not contain additives, and is safe and reliable for children’s use.

It does this by using all plant-based ingredients in the products such as oat protein and avocado.

The brand also claims that all the raw materials used in the skin care products are traceable.

“The products are tested and filed in full accordance with the regulations on children's skin care products, and there are no harmful ingredients to children and pregnant women​,” Sun added.

China market​

R&D for Pula began in early-2020, and products were first launched in China in December 2021.

They were sold on Tmall flagship store and Douyin platform (China’s version of Tiktok). On Douyin, products were promoted through short videos.

It is also launching on another e-commerce platform, Xiaohongshu, where it will work with influencers to promote the brand. One of these influencers is Li Jiaqi, also known as the ‘King of Lipstick’ in China, who does livestreams on beauty products, and has amassed millions of fans.

This year, Pula is also planning to launch pop-up stores in China.

Future growth ​

As part of its expansion plans, it will launch a cleanser, moisturising cream, shampoo, shower gel, body cream and lip balm, all catered to children.

As it expands the business, Pula will also consider making products for older age groups.

Its children skin care range was recently distributed to beauty stores in Japan.

“We strive to introduce more natural, non-additive, safe, and high-quality skin care products to more children worldwide​,” Sun said.