Previously dominated by foreign capital, the efficacy ingredients have seen the emergence of domestic brands in recent years. Exclusive patent ingredients are no longer limited to international brands, and an increasing number of brands are using their own “Chinese ingredients” developed through independent research and development to create their own “signature features.” One representative of this trend is the for/get brand, which originated from professional skincare treatments.
Recently, for/get has applied its long-developed anti-aging ingredient “Lumifence” for the first time in its new Mystique Lumifence Radiance series. This entry of a heavyweight player into the fiercely competitive anti-aging market has added another dimension to the competition.
New breakthrough in anti-aging ingredients, Lumifence makes its debut
With the inevitable effects of aging caused by factors such as increasing age, environmental influences, and lifestyle habits, various skin problems arise. Consequently, anti-aging has become one of the most significant demands in the skincare market today.
According to CHAILEEDO intelligence data, the Chinese anti-aging market has consistently grown at an annual average growth rate of over 10% from 2017 to 2022. It is projected that the Chinese skincare anti-aging market will reach 140 billion yuan in 2023. The thriving anti-aging market has raised higher expectations for brands, with consumers desiring anti-aging products that deliver more noticeable effects and scientific credibility.
Recognizing this consumer trend, for/get also began exploring the anti-aging field. However, for/get’s research into anti-aging goes beyond product and ingredient development. It delves into the fundamental factors that influence aging. This means that for/get needs to start with the skin data of individuals and study the real condition of consumers’ skin. For a domestic brand, this is undoubtedly a challenging task.
Since the end of 2019, for/get has collaborated with industry experts and Beijing Technology and Business University to establish a skin database based on the natural state of the skin in a large number of beauty salons where for/get is available. This database aims to understand the skin conditions and anti-aging demands of Chinese consumers from the consumer side. Furthermore, for/get has partnered with the South China University of Technology’s South China Collaborative Innovation Research Institute to conduct systematic research on anti-aging from the forefront of academia.
With the support of research conducted in academic institutions, for/get has completed multiple studies, including “Facial Skin Aging: Appearance Changes and Contributing Factors,” “Comprehensive Evaluation System for the Comprehensive Status of Facial Skin in Young and Middle-aged Women Based on Skin Database,” and “Research on for/get Consumer Group Based on Mining Chinese Skin Database.” They have also established a comprehensive skin database covering consumers of different regions and ages.
During the research on the skin’s natural state, for/get discovered that the core of skin aging lies in photoaging. Lines, wrinkles, and discoloration caused by light can lead to skin sagging, dullness, wrinkles, and damaged barriers—issues that consumers are concerned about. Based on this finding, for/get began targeted ingredient research and achieved a breakthrough this year with the introduction of “Lumifence.”
Based on the anti-aging effects of “Lumifence,” for/get has proposed the “Three-Phase Anti-Aging” theory: short-term wrinkle smoothing and skin tightening, creating a V-shaped contour by influencing neurotransmitter release; medium-term collagen production promotion, activating collagen synthesis pathways, increasing dermal density, and addressing deep-seated wrinkles; long-term adjustment of skin diurnal rhythm, brightening the complexion, combating the dullness and yellowing caused by staying up late, and synergistically reversing the signs of aging.
In addition, even the best ingredients need to address the issue of penetration to maximize their efficacy. “Lumifence” utilizes a novel Nano-Ethosomes technology, replacing cholesterol in traditional liposomes with low molecular weight polyols, which fully enhances stability and bioavailability by encapsulating and delivering three key active components.
Currently, Lumifence has been awarded the Innovation Ingredient Prize in the CIC Innovation Cosmetics Evaluation Competition and is included in the “China Cosmetics Research Achievement Blue Book.” Recently, for/get launched the new Mystique Lumifence Radiance series, marking the market debut of “Lumifence.” It’s worth mentioning that the predecessor of this series, the Mystique Renewal series, has undergone six years of market testing and has served thousands of stores and tens of thousands of consumers. The introduction of “Lumifence” in this refreshed series will undoubtedly bring different surprises to both existing and potential new customers.
Aspired to create the most suitable anti-aging products for Chinese women
For many brands, it is not easy to achieve a breakthrough in the market despite having classic anti-aging ingredients. To successfully stand out, it is necessary to find the unique advantages of the brand. For/get, on the other hand, chooses to focus its advantage on a deep understanding of the skin condition of Chinese women. This is particularly evident in the product development process.
For/get has integrated the information from its accumulated skin database and selected ten patented ingredients to enhance the efficacy of “Lumifence,” also known as “Reversal Light Factor.” In addition to ingredients like hyaluronic acid and ceramide NP, for/get has delved into plant extracts such as Chrysanthemum indicum extract, Dianthus superbus callus extract, and polar snow algae, combining internal repair and external anti-aging elements.
Furthermore, to ensure a superior sensory experience, the Mystique Lumifence Radiance series by for/get adopts a biomimetic emulsification technology that mimics the sebum film. This technology enables the cream to be more smooth and easily absorbed. In cold and dry winter conditions, it forms a protective film on the skin, while in hot and humid environments, it provides a stable sensory experience, making the skin almost unaware of any residue and helping the skin adapt.
To validate the effectiveness of this technology, skin tests were conducted on 21 women aged between 22 and 50, covering all skin types from extremely dry to oily. The results showed that 100% of the participants believed the product suited their skin type.
Additionally, the Mystique Lumifence Radiance series by for/get carefully selects precious fragrance essences from around the world. Perfumers have dedicated extensive research to the formulation, with the scent undergoing 153 iterations, providing consumers with a higher level of olfactory pleasure.
Currently, the Mystique Lumifence Radiance series by for/get has launched four products, including essence, face cream, and eye cream. Each product is complemented by different formula technologies, offering a more targeted experience for different consumer needs. For example, the eye cream utilizes a patented technology called layered liquid crystal structure, which stabilizes the barrier function, enhances product stability, reduces raw material irritation, and protects and releases active ingredients, enabling the ingredients to exert their maximum efficacy.
Results from efficacy testing conducted by a third-party organization¹ showed that after using the Mystique Lumifence Radiance eye cream continuously for 28 days, skin elasticity increased by 16.67%, skin radiance improved by 68.75%, the number of crow’s feet reduced by 46.61%, the area of crow’s feet decreased by 10.32%, and the redness area of the skin decreased by 8.48%, achieving anti-aging effects in terms of reducing fine lines, firming, and enhancing radiance.
For for/get, creating products is more like having a deep conversation with consumers. Through continuous accumulation and efforts in skin research, the brand establishes a unique connection between itself and consumers. Starting from the skin conditions of Chinese consumers, for/get aims to build its own brand mindset in the hearts of consumers.
Rooted in beauty salons, exploring diverse paths of development
In terms of distribution channels, early beauty salons and even some current ones still face numerous problems, such as diverse product sources, unguaranteed product quality, exaggerated marketing, consumer manipulation, and non-standardized information recording. This opaque, unsafe, and untrustworthy consumer environment itself hinders the further development of beauty salon channels.
As a brand that has been deeply cultivating the salon channel for 10 years, for/get aims to improve the consumer environment of beauty salon channels through its efforts. The brand aims to circulate higher-quality products in the market and provide scientific skincare solutions for salon consumers using ingredients, formulas, and services more suitable for Chinese women.
Li Zeqiao, the founder of for/get, stated in an interview with CHAILEEDO that for/get’s initial creation was actually to meet the needs of beauty salons for repairing damaged skin. It started with a sheet mask and, after 10 years of hard work, has now developed into a comprehensive product line covering hydration, whitening, anti-aging, and more. for/get has also established thousands of beauty salon outlets and served over a million consumers.
In addition to working hard on product development, for/get also provides standardized training and services specifically for the salon channel. According to Li Zeqiao, in addition to providing products, for/get offers a range of support, cultivation, and optimization policies to its partnering beauty salons. This not only helps build a positive reputation among consumers but also strengthens customer loyalty.
During the launch event of the for/get Mystique Lumifence “Reversal Light Factor” series, many outstanding store managers from salon channels were excitedly present, sharing the consumer feedback they received from selling for/get products. In their view, for/get has become a representative of high-quality products in the beauty salon channel.
In Li Zeqiao’s plan, although for/get started in the salon channel, its future development will never be limited to salon skincare products. While continuing to strengthen its technological platform, for/get will also delve into medical and professional attributes, incorporating medical aesthetics projects and medical aesthetic devices into the for/get brand system. At the same time, for/get has already established a presence on major social media platforms, using them as extensions to explore further development possibilities.
CHAILEEDO has learned that for/get has already opened its flagship store on Tmall. Li Zeqiao also revealed to CHAILEEDO that for/get is exploring various channels, including e-commerce, and while expanding its offline sales network, it is strengthening its online presence primarily on the Tmall platform. By focusing on both offline and online strategies, for/get aims to create a new sales network.
Ultimately, for/get’s vision is to help every consumer gain more youthfulness and confidence, creating a powerful force from China that influences the world.
