从"卸妆之净"到"轮廓之塑"：逐本"四时循香"十周年品牌盛典在杭举办

This piece covers the core updates from Chinese beauty brand Zhuben’s 10th anniversary brand upgrade, including the launch of its new contour-focused anti-aging product line, providing practical skincare references and product information for everyday consumers.

1. First, readers can learn about the brand’s credible technical foundations: Zhuben started in the cleansing oil category, spending 241 days on R&D to launch its first product, which eliminated consumer concerns about the texture of oil-based skincare through its "one-second emulsification" technology. Over the past decade, it has built a database of 145 plant oils and led the development of an industry group standard for evaluating cleansing oil makeup-removal efficacy, demonstrating solid technical accumulation.

2. Second, readers can explore details of the new product tailored to anti-aging needs of East Asian skin: Targeting the early facial sagging common among East Asian consumers before obvious wrinkles appear, Zhuben launched its Buran Wild Ginseng Contour Oil, designed with a 2:8 water-oil dual-phase formula, blended with multiple anti-aging active ingredients and high-altitude wild ginseng sourced from Changbai Mountain. The product generated over RMB 8 million in sales on its launch day; in a 28-day large-scale user trial, 78.2% of participants reported firmer facial contours, and 87.5% noticed a more defined jawline. Consumers seeking firming and anti-aging benefits may pay close attention to this offering.

Zhuben’s 10th anniversary brand upgrade path provides a practical reference case for domestic Chinese beauty brands pursuing category expansion and brand perception upgrading.

1. Brands can learn from its brand marketing and perception-building approach: The 10th anniversary event was themed "Growth Upward, Contours Defined", rooted in core Eastern cultural values. It used a narrative thread themed around "the order of four seasons" to create four immersive experience scenarios, bringing together academic experts, industry associations, channel partners, and brand spokespeople to smoothly shift consumer brand perception from "cleansing purity" to "contour sculpting".

2. Brands can also reference its R&D and category positioning logic: Zhuben accurately identified that early aging signs for East Asian consumers are defined more by facial sagging than wrinkles, carving out a niche in the contour management anti-aging segment. Leveraging a decade of accumulated oil formulation R&D expertise and its botanical ingredient database, it launched the core new product, defined its new positioning as an "Eastern contour management expert", and reinforced consumer trust via large-scale real user feedback and strong launch performance that topped sales rankings across multiple platforms, completing its transition from a single-category brand to a provider of targeted efficacy solutions.

The category expansion signals and hit product logic released at Zhuben’s 10th anniversary provide clear product selection direction and operational references for skincare sellers.

1. Sellers can capture growth opportunities in niche categories: Contour management facial oils targeting the facial sagging concerns of East Asian consumers are a high-potential track at present. Zhuben’s Buran Wild Ginseng Contour Oil sold over 20,000 units on its launch day, generating over RMB 8 million in revenue and claiming the top spot on facial oil bestseller lists across multiple platforms. High positive feedback rates from a 1,000-person 28-day user trial indicate that products centered on botanical ingredients and tailored to local consumers’ anti-aging needs have strong potential to become top sellers.

2. Sellers can also monitor relevant partnership opportunities and replicable operational experience: Zhuben will expand its full Buran facial care product portfolio around the core contour oil going forward, with ongoing channel investment and distributor partnership programs that sellers can follow. For daily operations, sellers can reference Zhuben’s trust-building logic of "visualized experiments + real user feedback", such as using scenario-based product tests to reduce consumer concerns and leveraging large-scale real-world trial data to drive conversion.

Zhuben’s new product launch and decade-long R&D technology direction point to clear product design priorities and potential cooperation opportunities for cosmetic manufacturing and raw material factories.

1. Factories can clarify upcoming R&D and production demand: The application scenarios for oil-based skincare have expanded from makeup removal to facial contour anti-aging. Such products need to balance both active ingredient delivery efficiency and skin barrier integrity; key demand areas for future brand clients will include the 2:8 water-oil dual-phase production process used in Zhuben’s contour oil, formulation systems blending multi-efficacy anti-aging ingredients, and application solutions for botanical raw materials such as high-altitude Changbai Mountain wild ginseng.

2. Factories can pursue relevant business partnership opportunities: Over the past decade, Zhuben has built a full-polarity oil system, developed multiple oil-based skincare technologies, and accumulated a database of 145 plant oils. As it expands its full facial care product matrix, there is extensive cooperation space across raw material supply, process implementation, large-scale production, and efficacy verification. Factories with capabilities in botanical ingredient extraction and water-oil dual-phase product manufacturing are well positioned to initiate cooperation discussions.

Zhuben’s strategic upgrade from the cleansing category to the contour anti-aging segment reflects new development trends in the beauty industry and evolving brand service needs, pointing to clear business layout directions for service providers.

1. Service providers can align with industry trends and core client pain points: China’s domestic beauty sector has now entered a technology-driven development stage. Many brands that initially grew from a single hit product face common challenges: how to smoothly achieve perception transition during category expansion, how to translate technical language into tangible consumer value, and how to develop differentiated products tailored to East Asian consumer needs.

2. Service providers can develop targeted service offerings accordingly: There is strong market demand for services supporting brand upgrades, including immersive event planning, Eastern culture-focused content development, efficacy testing and user feedback collection, visual communication content production (such as product efficacy experiments and real user trial content), and channel resource matchmaking. Content services that help brands reduce consumer education costs will be particularly sought after by beauty brands in their upgrade phase.

The brand development plan and hit product growth logic released at Zhuben’s 10th anniversary provide clear references for beauty e-commerce platforms in merchant recruitment, category operation, and trend identification.

1. Platforms can adjust operational strategies to align with category growth trends: Contour anti-aging facial oils tailored to East Asian skin characteristics and formulated with botanical ingredients are a high-growth potential category in the current beauty market. Zhuben’s new product claimed the top spot on facial oil rankings across multiple platforms immediately upon launch, indicating that such products naturally drive high conversion rates and engagement. Platforms can set up dedicated category zones, roll out targeted traffic support policies, and build new category growth curves around this segment.

2. Platforms can optimize cooperation models with high-quality merchants: Domestic brands like Zhuben that hold strong user mindshare in niche categories, prioritize technical accumulation, and participate in industry standard-setting are high-value cooperation partners for platforms. Platforms can launch new product debut cooperation programs, providing brands with launch traffic support, supporting user review campaigns, and giving preferential ranking resources, which helps brands turn new launches into hits while enriching the platform’s high-quality product supply.

Zhuben’s decade-long development path and the upgrade signals released at its 10th anniversary provide a typical observation case for research on the beauty industry’s development and the growth model of domestic Chinese brands.

1. Researchers can track new development trends in China’s domestic beauty industry: The sector has moved beyond its early traffic-driven hit product model to enter a new stage of deep technological cultivation and value differentiation. Instead of copying anti-aging narratives from overseas brands, domestic brands now develop targeted products based on the skin characteristics and aging patterns of East Asian consumers, building core moats through long-term technical accumulation and participation in industry standard-setting, then naturally expanding into related category matrices.

2. Researchers can study the differentiated development model of domestic brands: Zhuben’s path—using Eastern botanicals as its core raw material base, centering Eastern culture in its brand narrative, building a collaborative ecosystem across academia, industry associations, supply chain partners, and channel operators, verifying product efficacy through large-scale real user trials, and anchoring its vertical positioning as an "Eastern contour management expert"—provides a rich practical case for research on how domestic beauty brands can build cultural identity and gain discourse power in industry standard-setting.