Pushing forward: P’URE Papayacare Baby to hit shelves in China next year after gaining regulatory approval

P’URE Papayacare is a vegan personal care brand owned by Australian cosmetics manufacturer G&M Cosmetics. The main range is already available in China, where it most recently launched with health and beauty retailer Watson in 4,000 stores. It will also be launching with Costco and Hema soon.

G&M Cosmetics CEO Zvonko Jordanov expressed his surprise that the brand has been so well-received by Chinese consumers. He told CosmeticsDesign-Asia​ that he believes consumers are now even more insistent on buying trustworthy products.

“There’s a lot of products that are in the grey area. These products claim to be organic, when in truth there’s a low percentage of organic ingredients. Our products only claim what can be certified by independent third parties – for me it’s very important to have that seal of approval,” ​said Jordanov.

As part of the company’s plans to grow P’URE Papayacare in China, the company will soon be introducing the P’URE Papayacare Baby range after undergoing the necessary regulatory requirements to obtain the Little Golden Shield.

The Little Golden Shield is meant to signify that the company has complied with the local authorities and can be marketed as personal care products for children aged 12 and under.

It differentiates children’s cosmetics from regular cosmetics as they have to undergo stricter regulatory requirements in terms of formulation, safety assessment and production.

Jordanov told us that complying with China’s children’s cosmetics framework was not easy and was made even more complicated with COVID-19 related hurdles.

That being said, the company has identified a key opportunity in China’s baby personal care market for vegan, natural, and petroleum-based ingredient-free products and believes P’URE Papayacare Baby ticks all the boxes.

Jordanov highlighted the success the main P’URE Papayacare has enjoyed in China, noting that products like its multipurpose Papaya Ointment and Baby Skin Aid Spray have to potential to become the new essentials for the family.

While China and the wider Asian region have always been important markets for G&M Cosmetics, it is set to be even more significant for now, considering the economic and geopolitical turmoil in places like Europe.

In 2019, when G&M acquired P’URE Papayacare, it told us that it hoped to expand its footprint in Europe with the UK brand in its portfolio.

“With the global situation as it is, what’s going around the world has made life much harder and more difficult for companies. So, I’m planning not only to expand in China, but I’m also very, very interested in the most of Asia as it moves forward,” ​said Jordanov.

In addition to China, G&M has been expanding P’URE Papayacare to Asian markets such as Singapore, Thailand and Vietnam.