Chinese professional medical skincare brand Comfy has announced a list of stores selling in different channels which sell fake Comfy products. The products of the brand enjoy patented human-like collagen ingredients. Report from a third-party showed that the market for collagen in China is expected to reach $1.576 billion in 2027.
Comfy stated that the fake products have a high similarity of the outer packaging and even faked anti-counterfeiting system, which is difficult to distinguish. The involved channel is wide from Pinduoduo, 1688, Taobao, Tmall, and other Chinese e-commerce channels. There are also merchants who sell a mix of authentic products and fake products. It stole the user’s review pictures and text from the flagship store of Comfy to falsify user reviews and attract customers to buy at low prices.
Comfy is a leading brand of Chinese dermatology-level skincare. Its patented human-like collagen composition as the core to achieve problem-solving muscle, sensitive muscle, and post-phototherapy skin repair problems. It also claims that its main products are made of Class II medical device dressings. It has launched several series of products such as medical devices, soothing and repairing, acne clearing and clearing, moisturizing and hydrating, and revitalizing skin base. Its star products include human-like collagen dressing, repair lotion, collagen stick, etc. In Comfy flagship store on the Chinese e-commerce platform Taobao, Comfy Liquid Dressing achieved monthly sales of more than 50,000 units.
Since its launch in 2011, Comfy has been well received by Chinese consumers and its word-of-mouth performance on Chinese social media platforms has been quite impressive. Top celebrities on mainstream new media platforms such as Weibo, TikTok, Xiaohongshu, and other skincare KOLs such as Wei Ya, Li Jiaqi, and Xue Li have recommended the brand’s products.
In April 2021, the core technology component of Comfy was newly upgraded to Human-like recombinant collagen C5HR bionic combination technology, which is made of four different recombinant collagen in scientific ratio to achieve a good repairing effect.
Clinical data shows that Comfy Human-like Collagen Dressing can effectively improve skin problems such as pigmentation spots and wrinkles and has significant effects on the treatment of acne, scarring, and seborrheic dermatitis. Up to now, Comfy has cooperated with more than 3,500 medical institutions in dermatology, laser department and private medical aesthetic institutions, and well-known public hospitals including the Air Force Specialized Medical Center, PLA, Peking University First Hospital, The Second Affiliated Hospital of Xi’an Jiaotong University, Shanghai Ninth People’s Hospital, Shanghai Jiaotong University School of Medicine and others in China.
During the Double 11(Chinese Shopping Carnival) in 2021, 379,000 boxes of Comfy human-like collagen dressing were sold totaling 1.89 million boxes. As of 24:00 on the day of the Double 11, Comfy human-like collagen dressing topped the Top 1 in the category of medical dressings on Tmall.
The head of Giant Biogene introduced that “In 2020, the single store sales of Comfy Tmall have exceeded 200 million yuan($31.46 million), and sales have exceeded 2 billion yuan($314.6 million) in the omnichannel.” In addition, Comfy has been ranked as “No.1 of the Likes Grand Award 2018-2019 Soothing Mask List” by Xiaohongshu.
The annual report of Comfy of 2021 shows that the annual sales of dressings exceeded 12 million pieces ranked the annual turnover of wound dressings category TOP1 on the Tmall platform, the annual sales TOP1 of medical dressings category in Jingdong, and the most competitive brand of the cosmetic industry “Oscar” Bluerose Awards.
In March 2022, Comfy won the “15th Annual China Beauty Awards – 2021 China Beauty Annual New Brand”.
The tremendous success of Comfy demonstrates to some extent the potential of the collagen market in China. According to GrandViewReaserch, China’s collagen market is expected to grow to $983 million in 2019 accounting for 6.4% of the global market. By 2027, China’s collagen market is expected to reach $1.576 billion with an average CAGR of $8.6 billion from 2016 to 2027. The average CAGR achieved 6.54% from 2016 to 2027, which is higher than the global market growth rate of 5.42%.