Chinese beauty brands going abroad and heading towards the world is becoming a trend, with DINESSR being one of the representatives. Recently, the DINESSR 2024 Global new product launch was grandly held at the famous historical building, Palazzo Serbelloni in Milan, Italy, and the brand’s high-end new product “Mulan Series (2.0)” was officially unveiled.
Since its establishment in 2019, in just five years, DINESSR has established a presence in the fiercely competitive Chinese market and has gradually started to step onto the international stage. This press conference marks the beginning of DINESSR’s brand globalization strategy, showcasing the new face of Chinese beauty brands to the world with upgraded skincare concepts and elements of Chinese aesthetics.
Going abroad
DINESSR debuts in Italy with Mulan 2.0
In 2023, DINESSR introduced its strategic product line, the “Mulan Series,” for the first time. It is inspired by the well-known Chinese story of “Mulan.” Corresponding to the spirit of “Mulan,” the founder of DINESSR, Sun Shumei (Auntie Maoqiqi), overcame personal struggles and embarked on the journey of building the brand, embodying the contemporary Chinese women’s “Oriental Feminine Spirit.” Therefore, “Mulan” also serves as the cultural totem of the DINESSR brand.
After the successful launch of the Mulan 1.0 product line, DINESSR has innovated and released the Mulan 2.0 series this year. This new line showcases three major upgrades:
Firstly, the core ingredient of the Mulan series, “Mulan Flower” (Magnolia denudata), has been upgraded to a triple Mulan flower extract (Magnolia denudata + Michelia alba + Magnolia officinalis), providing a more abundant and effective skincare experience from different dimensions.
Secondly, the concept of “thousand peptides” from the 1.0 series has been upgraded to “ten thousand peptides.” The new Mulan 2.0 series incorporates six plant extracts to obtain a plant peptide essence with over 10,000 different peptide segments, including peptides from monkey bread, Inca fruit, lingzhi mushroom, quinoa, Chinese mugwort, and snow beans. This effectively activates the intrinsic vitality of the skin.
Thirdly, the Mulan 2.0 series incorporates cutting-edge collagen biomimetic technology, specifically A-type recombinant human collagen protein. The amino acid sequence of this collagen protein is 100% identical to the amino acid sequence of the α1 chain of human type III collagen (483-512 amino acids), hence known as “collagen biomimetic technology.” It provides a more direct and efficient collagen supplement for the skin.
Additionally, the new upgraded Mulan 2.0 series applies several advanced technologies from the Italian VITALAB laboratory, including the globally exclusive patented technologies of hydrolyzed plant cell wall extraction and plant biomimetic collagen. These technologies enhance the efficacy of the products.
During the product launch event, it was mentioned that “The Ballad of Mulan,” a well-known poem in China, was incorporated into the design of the cosmetics, presenting a unique charm through modern interpretation. The core development concept emphasized by DINESSR in recent years is to showcase the new face of Chinese skincare brands to the world and to demonstrate the essence of Eastern culture and feminine power to overseas consumers.
In addition to the highly anticipated release of the Mulan 2.0 series, the DINESSR Yu Fei series made its first appearance overseas during the event. The Yu Fei series showcases the delicate and elegant characteristics of blue-and-white porcelain, exhibiting the unique charm and profound connotation of Eastern aesthetics. Blue-and-white porcelain embodies thousands of years of Chinese historical and cultural art wisdom, while jade and jadeite represent the Eastern aesthetic concept of reverence for nature.
DINESSR stated, “This series combines technological innovation with elegance inspired by Chinese culture. Through this, we hope to convey cultural confidence and pride from the East and also serve as a medium for cultural exchange between the East and the West, garnering attention and love from overseas consumers.”
Sun Shumei, the founder and chairman of DINESSR, explained why they chose Milan, Italy, as the location for this new product launch, stating that Milan represents the global high ground of art and trends, aligning with the brand’s pursuit of global development and commitment to enhancing cross-border research and development cooperation.
Notably, on the day of the event, Dario Gianandrea Ferrari, the 82-year-old founder of the renowned Italian cosmetics company Intercos Group, was also invited to attend. Ferrari is considered one of the most influential figures in the global beauty industry and is known as the “trendsetter of the cosmetics industry.” During his speech, Ferrari specifically mentioned that he shares a common belief and mission with Sun Shumei, the founder of DINESSR, and they both have a sense of responsibility towards the industry and users. Therefore, DINESSR and Intercos are committed to a shared promise and effort.
It can be seen that by combining Eastern aesthetic concepts with product efficacy, DINESSR has successfully created a brand image with cultural depth and technological strength. With a solid foundation in research and development and the integration of Eastern cultural elements as their soft power, the brand has embarked on a path of development that combines internal and external cultivation.
The strong research and development (R&D) capabilities shape the confidence of DINESSR’s products.
The fact that DINESSR has the confidence and courage to go abroad and showcase the beauty of Chinese efficacy skincare brands on the world stage is closely related to its R&D strength.
DINESSR is an efficacy skincare brand under Shanghai DINESSR Biotechnology Co., Ltd., founded by Sun Shumei (Auntie Maoqiqi). Since its establishment, the brand has focused on the field of “high-end efficacy skincare.” Sun Shumei has repeatedly stated publicly that “DINESSR’s starting point is the sincere care for ordinary women, creating high-quality and reasonably priced efficacy skincare products.” Therefore, DINESSR has always regarded the construction of a global R&D system as a top priority, focusing on cutting-edge research and development areas such as the extraction of active substances from plant materials.
Currently, DINESSR has established collaborative research and development partnerships in Italy, Switzerland, and other places. The choice of Italy as the venue for this new product launch is also to align with cutting-edge technology, integrate global resources, and bring users a higher-end skincare experience.
CHAILEEDO has learned that DINESSR has not only collaborated with the Vitalab laboratory in Italy but also worked with top-tier R&D institutions in the industry, such as the CRB laboratory in Switzerland. They have also partnered with the Oriental Beauty Valley Efficacy Plant Material Research Center to jointly build a Chinese characteristic plant research and DINESSR’s own raw material library, gradually establishing and perfecting a high-standard product development and production supply chain.
Undoubtedly, products are the core of a brand, and the development of high-quality products cannot be separated from the brand’s investment in R&D. It can be seen that DINESSR has already built its own cosmetics R&D, production, marketing, and service system. The brand’s continuous investment in the field of R&D will further ensure the quality of its products.
Taking the first step towards globalization strategy
Since setting sail in 2019, DINESSR has achieved an annual GMV of 1 billion yuan on the Kuaishou platform after just two years. In 2022 and 2023, the brand remained the top beauty category on the Kuaishou platform and was selected as one of the first “Top 100 Fast Brands” on Kuaishou e-commerce. This demonstrates the momentum of DINESSR’s development.
It is worth mentioning that DINESSR currently focuses on the core IP “Maoqiqi” and has gradually incubated four main matrix accounts, forming a diversified marketing system for DINESSR on the Kuaishou platform. At the same time, through the continuous upgrading of the matrix account strategy, the brand has gradually established a comprehensive brand self-broadcasting system, including influencer cultivation, livestream operations, and store operations. DINESSR has also expanded its presence to Douyin (TikTok) and WeChat ecosystems.
Not only has DINESSR flourished in online channels, but it has also made inroads into offline channels. In May 2023, DINESSR’s first flagship store opened on the Bund in Shanghai, with a store area exceeding 1,200 square meters. The store integrates brand aesthetic experiences, product experiences, skin testing, and professional skin care services, laying the foundation for DINESSR’s future channel integration and development.
It can be seen that after establishing a stable presence in the Chinese market, DINESSR is now setting its sights on the global market. This time, it chose Italy as the venue for its new product launch, marking the brand’s first step towards going global.
It is worth mentioning that this new product launch in Italy is not only significant in itself but also serves to further enhance DINESSR’s research and development layout in Italy and Switzerland, thereby improving the brand’s global R&D system. It is evident that DINESSR’s global collaborative research and development are also strengthening, which is expected to lay a solid foundation for the brand’s future globalization efforts.
