In the “second half” of efficacy-focused skincare in China, the overall market remains stable. According to data from the Huajing Industry Research Institute, the scale of China’s efficacy-focused skincare market has grown from 10.2 billion yuan in 2017 to 37 billion yuan in 2022, and is expected to reach 62.3 billion yuan by 2026. This means that from 2022 to 2026, the compound growth rate of China’s efficacy-focused skincare market is expected to be 13.9%, far exceeding skincare products as a whole (5.5%) and health products as a whole (7.9%).
However, with the rapid growth trend, market competition is becoming increasingly intense. From “ingredient concentration” to “marketing strategies” and “research and development,” major brands urgently need to identify breakthrough points to drive their brands smoothly through the cycle and achieve sustained growth.
Moreover, in the era of “ingredient enthusiasts,” consumers are paying more attention to efficacy and ingredients. The demand for scientific skincare is continuously increasing. Previous practices relying on simply increasing ingredient concentrations for short-term gains are no longer effective. In the “second half” of efficacy-focused skincare, ultimately, it comes down to the competition of scientific research capabilities.
Research and Innovation Becomes the Industry’s Main Theme
Since the implementation of the new regulations on cosmetics in 2021, the industry has officially entered the era of “efficacy evaluation.” It is explicitly stated that efficacy claims must be based on scientific evidence and disclosed to the public. With continuous tightening of regulations and changes in consumer demands, technological innovation and research innovation have become key factors for the industry’s transition towards high-quality development.
Innovation’s importance for product enhancement and brand strength is self-evident. Undoubtedly, discussions on innovation and new productive forces necessitate brands and even companies to have a strong foundation in scientific research. Brands must internalize the sense of innovation across all aspects of the brand and hold onto their determination for long-term cultivation to tackle the tough challenge of “research innovation.”
Across the industry, brands with a long-term commitment to scientific research are not abundant. Some brands have risen successfully leveraging traffic dividends and marketing gimmicks, but due to the lack of core technological support, they quickly fade from consumers’ sight. Only brands that truly focus on solid research and development, laying a strong foundation in research, can, even under the scrutiny of the market and consumers, grow step by step to become industry leaders with solid technical capabilities and genuine product efficacy.
Of note, the “2024 Chinese Skincare Consumption Trend Report” released by the Chinese Academy of Social Sciences on July 2nd acknowledges and recognizes HBN’s breakthroughs in research and innovation over the years and its spirit of seeking truth. The report explicitly states, “HBN is the first Chinese skincare brand to advocate the concept of true efficacy, and is also one of the pioneering domestic brands that announced early on to only produce ‘truly effective’ anti-aging skincare products that can be verified by authorities.”
The “Report” is derived from a survey on the skincare consumption trends of Chinese residents in 2024 conducted jointly by the China Academy of Social Sciences National Conditions Survey and Big Data Research Center, Transparent Label, and Times Consumer Lab. The survey was conducted online and covered first-tier to fifth-tier cities nationwide. Through investigation and data analysis, the “2024 Chinese Skincare Consumption Trend Report” was compiled.
As is widely known, the Chinese Academy of Social Sciences is a directly affiliated institution of the State Council and is the highest academic institution for research in philosophy and social sciences in China. Reports issued jointly by the Academy carry significant authority. Therefore, this is an important milestone that signifies the recognition of HBN’s research capabilities from both national and industry perspectives, reflecting the brand’s high-quality and high-level development over its five-year existence.
Supported by research and innovation, HBN has already had multiple basic research papers published in top international journals, shining in the international academic community with high-quality research results. Its latest research findings were published in the globally renowned journal “Angewandte Chemie International Edition,” with an impact factor as high as 16.6, a rarity in the skincare field.
It is worth mentioning that as early as December 2023, HBN presented several international SCI papers at the CDA Dermatologist Conference, receiving recognition from multiple industry experts for their significant research achievements. This year, HBN has continued to excel in research in the field of retinol (Vitamin A), with their bio lab as the first author, publishing authoritative papers in the top international journal “Aging,” demonstrating for the first time the significant anti-photoaging abilities of a compound of retinoic acid and retinol. This research breakthrough fills a gap in the industry regarding the synergistic anti-photoaging effects of retinol, contributing significantly to the accumulation of important knowledge for Chinese brands.
In addition to research in the retinol field, HBN has long been engaged in research on alpha-arbutin and even cutting-edge dermatological fields, achieving numerous research breakthroughs. Recently, HBN’s research findings were published in top international journals, confirming for the first time that alpha-arbutin can repair UV radiation-induced photodamage, thereby exhibiting anti-photoaging properties. This achievement has laid a solid evidence-based research foundation for the development of alpha-arbutin ingredients with more comprehensive efficacy in the future.
Furthermore, the collaborative lab at HBN, as the primary research unit, published the latest research paper in one of the world’s top chemistry journals, “ANGEW,” bringing a new breakthrough to the industry’s persistent problem of difficult-to-heal wounds, with the potential to provide solutions for repairing common skin issues!
It is evident that both in the relentless pursuit of research and in the steadfast commitment to true efficacy, “long-termism” has always been HBN’s consistent approach. This dedication has not only earned HBN recognition from consumers and the industry but also garnered acknowledgment from authoritative bodies.
HBN Adheres to Long-termism, Continuously Enhancing the “Gold Content” of Scientific Research
Research is not achieved overnight but is a process that requires gradual progress and accumulation. From basic research, analysis of ingredient properties, formula adjustments, efficacy testing, to the final product application, the time span and resources such as manpower involved are often not achievable in the short term.
However, scientific research also has a strong snowball effect, step by step, with the key lying in the accumulation of early-stage research. Only by laying a solid “foundation” in basic research can one seize a leading position, transforming scientific research advantages into the core competitiveness of products and even brands.
Looking back at the development journey of HBN, it is easy to see that its research DNA runs through it. In the early stages of its establishment in 2019, it already had its own laboratory, which has now obtained national CNAS certification. Subsequently, it has also jointly established laboratories with research institutes such as the Xinjiang Institute of Physics and Chemistry of the Chinese Academy of Sciences, Xiamen University, and Jinan University, dedicating efforts to cutting-edge skin research, among others.
Currently, HBN has engaged in deep cooperation with over 30 top global research institutions, published a total of 11 international SCI papers, applied for nearly 200 patents, obtained approval for over 70 self-developed patents, and received authoritative certifications including “National High-tech Enterprise” and “Specialized and New Small and Medium-sized Enterprise,” continuously strengthening the brand’s own scientific research capabilities and making the claim of “true efficacy” truly justified.
Moreover, in terms of independent raw material innovation, HBN has also made new breakthroughs. Following the successful filing of the first Chinese characteristic plant new material, Coreopsis Tinctoria flower extract, this year, it successfully filed a new material—”Lactic Acid Bacteria/Small Grain Coffee Seed Fermentation Product Filtrate.” According to the brand, this material is obtained through the fermentation of Yunnan small grain coffee beans (Coffea Arabica) with lactic acid bacteria, resulting in the lactic acid bacteria/small grain coffee seed fermentation product filtrate. In vitro efficacy studies have proven that the “Lactic Acid Bacteria/Small Grain Coffee Seed Fermentation Product Filtrate” has moisturizing and repairing effects.
From filing new materials to filling the industry gap in retinol system cross-research to the publication of multiple articles in international authoritative journals… it can be said that in just a short span of 5 years, HBN has already refreshed many research records in the industry and, with highly valuable research achievements, has become one of the industry’s most innovative representative brands.
5 Years, 1825 Days, HBN Continuously Delivers on the Promise of True Efficacy
The essence of skincare products is actually the persuasive power of efficacy competition, especially in the current environment where efficacy claims are becoming more stringent. How to transform scientific research strength and product real efficacy into sustainable competitiveness through effective scientific communication, thus empowering brand development, is the core issue of the rise of Chinese domestic products.
In 2019, the skincare industry was generally plagued by issues such as ingredient stacking and conceptual propaganda. Some users’ expectations for skincare efficacy were not truly met, which also created an opportunity for the birth of HBN. Starting from this insight, from the very beginning of its establishment, it has always adhered to technological innovation, using hardcore product strength to bring “true efficacy” to consumers. It can be said that in the past 5 years, the ultimate pursuit of true efficacy has become the original intention that HBN has always adhered to, and it has also formed a unique and pure research motivation that enables it to continuously increase research and development investment.
Recently, on the occasion of the brand’s 5th anniversary, HBN released a brand short film called “Cherish Your 1825 Days,” which truthfully portrayed the focus and meticulous spirit of HBN employees on products in their daily work through multiple small stories. The short film conveys HBN’s desire as a rational and meticulous “academic faction” to show a sincere heart and make every effort for consumers with “restrained” and romantic dedication. It also demonstrates its attitude of striving for excellence in every product and the importance the brand places on connecting with users.
It is precisely because of this dedication to product meticulousness and innovation, as well as deep insights based on long-term user needs, that HBN has earned the long-term trust and support of millions of users through in-depth research on effective ingredients and the real efficacy of its products. Its products have repeatedly topped various platform sales charts, repurchase lists, and best review lists. Up to now, relying on a massive user base, HBN has continuously upgraded formulas, efficacy, and outstanding user experience, leading to its current dual advantages in word-of-mouth and sales. Leveraging authoritative testing, it continues to challenge for the highest efficacy, step by step fulfilling the promise of true efficacy.
It is worth noting that to further make the “true efficacy” a reality, on the occasion of its 5th anniversary, HBN, in collaboration with the international authoritative testing institution SGS, initiated a multidimensional upgrade, a full-network witnessed “Ten Thousand People Anti-Aging Challenge,” to once again validate the true efficacy of HBN’s Double A Retinol Night Cream on a wider audience and more challenging dimensions.
In the KOL-specialized SGS testing, world diving champion Wu Minxia was specially invited to participate in the 28-day real test and focused on upgrading anti-aging pain points and stubborn wrinkles in three major testing dimensions, in order to more comprehensively and deeply test the product’s real efficacy in fighting wrinkles. Ultimately, the mean report from SGS effectively verified the true anti-aging and truly gentle efficacy of HBN’s Double A Retinol Night Cream.
As a world diving champion, Wu Minxia represents the spirit of pursuing excellence, continuous improvement, and self-transcendence in sports. Her success is not only based on talent but also comes from daily hard training, precise strategies, and the resilience to overcome difficulties. This spirit aligns with HBN’s relentless pursuit of scientific research innovation and the steadfast adherence to true efficacy, conveying the innovative and truthful spirit of Chinese brands!
Starting from 2022, HBN has initiated efficacy tests involving hundreds of people multiple times, accumulating over a thousand participants. This year, the brand has directly challenged the rare “Ten Thousand People Anti-Aging Challenge” in the industry, using a large sample size and scientific statistics to prove the true efficacy of the product. This not only demonstrates HBN’s ultimate pursuit of the real effects of its products and its transparent and responsible attitude towards consumers but also reflects the brand’s full confidence in the “true efficacy” of its products. Additionally, HBN’s active participation in consumer testing and its willingness to accept market validation once again reinforce the brand’s promise of “true efficacy” and further strengthen consumer trust and loyalty.
Over the course of 5 years, evolving from a skincare innovator to one of the most innovative representatives in the industry, even to a leader among the new generation of Chinese skincare brands… HBN’s persistent pursuit of research innovation paints a true picture of high-quality development of Chinese brands and is driving the Chinese beauty industry into a new era of true efficacy.
