When more and more new-generation beauty consumers are willing to pay for “sustainability,” beauty brands are also beginning to gradually emphasize ESG concepts. It is worth noting that on the path of practicing ESG concepts, CHANDO has long been exploring and advancing. It has not only demonstrated its forward-looking nature as a leading Chinese beauty brand but has also set a unique “green” benchmark for the industry.
Recently, CHANDO held a witnessing ceremony for the planting of the eighth season of Himalayan barley in Lazi County, Shigatse, Tibet, and invited partners from various sectors of public welfare to witness the harvest of one million square meters of green barley grass. Undoubtedly, over the eight years of persistence in planting, CHANDO has harvested not only the increasing green land each year but more importantly, it has been continuously expanding its brand image and brand culture map in the minds of consumers.
For 8 years and across 6.66 million square meters, CHANDO contributes to ecological conservation and rural revitalization.
Let’s go back to May 10th this year when CHANDO planted the seeds of one million square meters of green barley grass in Gangxi Village, Xiqin Township, Lazi County, Shigatse City, Tibet, as part of the eighth season of planting in the Himalayas. After three months of lush growth, the green barley grass in Gangxi Village, Xiqin Township, Lazi County, is now displaying a vibrant scene.
As a natural high-tech brand originating from the Himalayas, CHANDO has always been committed to preserving the ecological environment of the Himalayas, the third pole of the Earth, and adheres to the development philosophy of “taking from nature, giving back to nature.” In 2016, CHANDO and the China Environmental Protection Foundation jointly established the “CHANDO Himalayan Environmental Protection Public Welfare Fund” to protect the glaciers, rare flora and fauna, and unique culture of the Himalayas.
Since 2017, CHANDO has fulfilled its public welfare commitment to the Himalayas by planting millions of square meters of green barley grass annually. As of this year, CHANDO’s Himalayan planting public welfare initiative has cumulatively planted 6.66 million square meters of green barley grass. This effort not only preserves the ecological environment of the Himalayan region, enhances the economic income of Tibetan residents in Shigatse, and promotes comprehensive rural revitalization but also rejuvenates the land in the Himalayan region after eight years of continuous planting and cultivation, promoting the recovery of the local ecosystem and biodiversity conservation.
The green barley grass planted by CHANDO helps prevent wind erosion, improves the land environment, and transforms wasteland into fertile fields. At the witnessing ceremony, Wang Zhengang, the Deputy Secretary-General of the China Environmental Protection Foundation, expressed that CHANDO’s Himalayan planting initiative has greatly improved the ecological environment by carefully planning and scientifically planting artificial pasture grass, optimizing soil structure, significantly enhancing fertility, and laying a solid foundation for the self-recovery and sustainable development of the ecosystem. This transformation directly benefits local herdsmen, promotes their income growth, and facilitates their path to prosperity. Moreover, the artificial pasture grass planting project plays an active role in addressing global climate change.
This year marks the fourth year of CHANDO’s planting in Lazi County. Li Yunfeng, member of the Lazi County Party Committee and Deputy County Mayor, remarked on the project’s effectiveness, stating, “Over the past four years, relying on this public welfare project, Gangxi Village has cumulatively realized cash income of approximately 1.199 million yuan, forage output value of about 6.75 million yuan, totaling around 7.95 million yuan. In 2023 alone, the per capita disposable income of rural residents in the village exceeded 21,000 yuan, a year-on-year increase of over 50%, and this year’s expected income increase is expected to reach the level of the same period last year.”
It is worth noting that in addition to the continuous planting in Shigatse, Tibet for eight years, since 2018, CHANDO has also collaborated with the Tibet Agriculture and Animal Husbandry College to carry out a demonstration project for the artificial domestication and ecological cultivation of wild plants in the Himalayas. Plants such as Gentiana are cultivated in the Himalayan public welfare botanical garden and used for research and as raw materials for cosmetics. This initiative not only substitutes for the manual harvesting of wild protective plants, reduces damage to the local natural ecosystem, and safeguards the ecological environment of the snowy plateau but also injects emerging industries into the local economy, enhances land efficiency, and increases farmers’ income.
It is evident that through various measures, CHANDO has brought triple benefits in ecology, economy, and society to the Shigatse region, protecting the Himalayan ecological environment while providing alternative income sources for local residents, elevating their living standards—a truly multi-faceted success.
Joining hands with Tmall Super Brand Day, CHANDO recommend the Himalayas to consumers
It is understood that CHANDO’s Himalayan planting public welfare project has also established a public welfare partner mechanism, transforming every purchase by consumers into concern for the Himalayan ecological environment. That is, whenever a consumer purchases a bottle of CHANDO Little Purple Bottle Essence, CHANDO donates 10 yuan to the China Environmental Protection Foundation for planting 1 million square meters of green barley grass. As of 2024, the project has donated a total of 26 million yuan.
Of note, this year, as the eighth season of the “Planting Grass in the Himalayas” public welfare campaign was launched, CHANDO also collaborated with Tmall Super Brand Day to bring rare gifts from the Himalayas to consumers. Specifically, CHANDO specially customized the Tmall Super Brand Day gift box for the CHANDO Extravagance Rejuvenation Collagen Cream, as a heavyweight star product that condenses natural energy and cutting-edge craftsmanship, aiming to bring a youthful surprise to consumers’ skin.
According to the brand, CHANDO Extravagance Rejuvenation Collagen Cream contains 100% human-sourced dual type III collagen, with synergistic action of large and small molecules for external repair and internal nourishment. Its patented compound ingredient “Collagen Accelerator” Polar Yeast Ximoryn® can achieve dual effects of repair and anti-aging, fading 8 major wrinkles in 7 days, giving the skin natural youthful vitality.
In this Tmall Super Brand Day event, CHANDO also gathered a luxurious lineup of stars, diving teams, and more to support the event extravagantly, jointly promoting grass-planting skincare products with top influencers, sharing the rejuvenating power from the Himalayas. Additionally, CHANDO once again collaborated with Tmall’s digital person AYAYI to compose music for the Collagen Cream, creating a strong attraction with a CGI video of the Large Gold Jar Collagen Cream, combining digital songs with the new mode of product planting, embracing a youthful and new rhythm.
Furthermore, on August 24th, CHANDO’s global spokesperson Yu Shuxin parachuted into the brand’s Tmall livestream room, initiating a dual-city linkage and lighting up the Twin Towers of Shanghai, pushing the event to its climax. During the livestream, Yu Shuxin invited consumers to witness the CHANDO public welfare grass-planting ceremony and immersively experience the beauty of the Himalayan grasslands.
In the end, in this CHANDO Tmall Super Brand Day event, the Large Gold Jar Collagen Cream achieved excellent results, ranking No. 1 in the Tmall China cream category on the first day of the event.
As is well known, as environmental protection becomes a common concern for humanity, an increasing number of new-generation beauty consumers are more willing to pay for environmentally friendly cosmetic products. By organically integrating the Himalayan public welfare activities with brand marketing activities, CHANDO can also mobilize more consumers to participate in “planting grass in the Himalayas,” protecting the ecological environment of the snowy plateau and focusing on ecological balance. This is indeed the core significance of CHANDO’s “Planting Grass in the Himalayas” public welfare activity.
Simultaneously, through various forms of interaction and connection with consumers, CHANDO is also “planting” the brand image and brand culture in the hearts of consumers.
CHANDO embeds the concept of sustainable development in corporate operations
In fact, CHANDO’s “Planting Grass in the Himalayas” public welfare initiative is just a microcosm of CHANDO Group’s focus on sustainable development. It is understood that this year, CHANDO Group unveiled its 2030 sustainable development strategy. This strategy sets forth 12 major sustainable development goals in three areas: Environmental, Social, and Governance (ESG). The “Planting Grass in the Himalayas” initiative represents a significant practical achievement towards two key sustainable development goals: “addressing climate change and protecting biodiversity” and “positive community impact and philanthropy.”
Notably, the CHANDO Himalayan grass-planting project has been recognized as one of the “100+ Global Typical Cases of Biodiversity” by the United Nations, underscoring the broad societal acclaim received by this public welfare project.
According to CHANDO Group’s 2030 sustainable development strategy, the company aims to “become China’s first and a world-leading technology and beauty enterprise.” Furthermore, CHANDO Group has expressed its commitment to addressing climate change and ecological challenges, assuming corporate responsibility, leading in sustainable consumption concepts, and providing customers with “green value.”
For instance, in biodiversity conservation, CHANDO Group utilizes plant stem cell culture technology to commercially apply highly effective Himalayan rare plants and endangered species. The specific approach involves the “cell farmers” using plant stem cell culture technology in a non-destructive and non-extractive manner to mass propagate plant tissue cells in a “cell farm,” later transforming them into cellular-level ingredients added to products.
Moreover, CHANDO Group employs live flower fragrance replication technology to collect and analyze the unique scents of natural plants using specialized fragrance collection devices without disrupting the original plant ecology. This is achieved through “molecular replication technology” to reproduce and enhance the same scents.
In terms of green production, CHANDO Group has developed low-temperature cold blending processes and installed rooftop solar panels at its factories. The former reduces energy consumption and greenhouse gas emissions during production, while the latter annually reduces CO2 emissions by 16,659.9 tons.
In sustainable packaging, CHANDO Group implements various measures such as using water-based inks on bottles, designing product replacements, reducing packaging materials, and using FSC eco-friendly paper to protect the ecological environment. For example, CHANDO’s star product, the Ice Skin Water, utilizes the world’s first gradient blow molding technology, achieving “zero paint consumption” and reducing over 90% of carbon emissions.
It is evident that from product research and development to production and packaging design, CHANDO Group has firmly rooted the concept of green sustainable development in all aspects of its business operations.
Today, addressing the challenges of climate change, advancing biodiversity conservation, and building a shared community for all life on Earth have become a common mission for humanity. As a leading company in Chinese beauty, CHANDO Group not only focuses on corporate governance but also places a strong emphasis on creating holistic value for consumers, society, and the environment. This exemplifies the essence of the role and significance of Chinese beauty in setting an example and taking responsibility.
