China focus: Latest developments from Beiersdorf, Yatsen and more

By Amanda Lim

- Last updated on GMT

The most recent developments in China’s booming beauty market. [Getty Images]
The most recent developments in China’s booming beauty market. [Getty Images]

Related tags China

We round up the most recent developments in China’s booming beauty market, featuring regulation news as well as business updates from Beiersdorf, Yatsen and more.

1 – China's Little Golden Shield not an endorsement of kids’ cosmetics - regulator

China’s food and drug regulator has clarified that its newly introduced children’s cosmetics mark, the Little Golden Shield, is not meant to be an assurance of product quality and safety​.

China’s National Medical Products Administration (NMPA) emphasised that the Little Golden Shield is only meant to distinguish children’s cosmetics from other cosmetic products meant for adults.

“The Little Golden Shield label on the cosmetic packaging only indicates that the product belongs to children's cosmetics, it does not mean that the product has been approved by the regulatory authorities or certified for quality and safety.”

2 – Yatsen’s skin care investments offset make-up decline

Yatsen Holdings has managed to achieve growth in 2021 thanks to investments in skin care​, which helped to offset the soft demand for colour cosmetics.

The decrease was attributable primarily to the decrease in sales from its colour cosmetics brands.

"The fourth quarter was a challenging quarter, marked by soft consumer demand and intense competition in the colour cosmetics segment,” said Huang Jinfeng, the founder, chairman and CEO of Yatsen.

However, it was partially offset by the 327.7% increase in total net revenue from its skin care brands.

3 – China regulator set to tighten toothpaste rules amid ‘anti-Helicobacter pylori’ claims

Regulators in China are set to tighten oral care and toothpaste regulations​ after raising the alarm over products that make ‘anti-Helicobacter pylori’ claims.

Officials at the National Medical Products Association (NMPA) have said that toothpaste can have anti-caries, anti-plaque, anti-dentin sensitivity and gum health improvement claims.

However, products cannot express or imply that it has medical effects and cannot make false or misleading claims of efficacy.

4 – Beiersdorf eyeing opportunities to win over the China skin care market

German consumer goods major Beiersdorf is gearing up to expand its business in China​ through Nivea and Eucerin, which it believes have the potential to have as much success as its luxury brand La Prairie.

“We see significant growth potential in face care in the Asian market, especially in China, the world's largest face care market,” ​said Vincent Warnery, CEO of Beiersdorf AG.

The company is in the process of registering its patented active ingredient, W630, in China which is featured in Nivea’s bestselling range of anti-hyperpigmentation products.

“We are convinced that this will open up significant growth potential for us,”  ​said Warnery.

5 – Study suggests probiotics could help to improve effect of TCM ingredients

Probiotics could improve the effects of traditional Chinese medicinal ingredients such as red ginseng,​ while also reducing potential side effects in cosmetic products.

The researchers suggested that it may be able to boost the effects of traditional Chinese medicinal (TCM) ingredients.

For instance, the fermentation of red ginseng can increase its antioxidant and whitening effects.

“Through consulting the data, we know that the combination of probiotics and traditional Chinese medicine will often get better results,” ​said researchers.

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