In recent years, the female demographic has been gaining increasingly significant influence, with the unstoppable force of “sheconomy” playing a crucial role. According to data from Accenture, China boasts nearly 400 million women aged between 20 and 60, wielding an annual spending power of nearly 10 trillion RMB, making it the world’s third-largest consumer market by a substantial margin.
On this year’s International Women’s Day, high-end domestic skincare and cosmetics brand Mageline released a campaign titled “Science Empowers Natural Beauty” to celebrate the occasion. In this TV commercial, Mageline showcases its commitment to using independently developed scientific formulas and technology to help Chinese women achieve precise, scientific, and efficient skincare, revealing their natural beauty with confidence and craftsmanship.
In fact, “natural beauty” has been Mageline’s official motto since its inception. So, where does Mageline’s confidence in advocating natural beauty come from?
Makeup-free beauty becomes a trend: Mageline advocates the beauty of natural skin
Makeup-free beauty, as a symbol of authenticity and natural allure, has become the prevailing aesthetic standard among Chinese people. This trend is further validated by data, as indicated in the Whitepaper on 2024 Makeup-free Scientific Skincare jointly released by Mageline and Zhihu (referred to as the Whitepaper hereafter). Over the past year, Zhihu’s search index for Makeup-free has surpassed 10 million, with a cumulative discussion index exceeding 180 million, demonstrating a sustained increase in interest and engagement regarding Makeup-free beauty.
Moreover, makeup-free beauty is not merely a trendy topic but has become essential for contemporary women. The ‘Whitepaper’ also reveals that 55% of respondents go makeup-free almost every day, and over 70% indicate that they choose to go makeup-free for more than half of the days a week.
In the promotional campaign launched by Mageline during this year’s International Women’s Day, the brand collaborated with five high-achieving women from diverse fields. Through this initiative, Mageline showcased these women’s exceptional attitudes toward work and life in their respective domains, as well as their understanding and interpretation of the concept of makeup-free beauty. This comprehensive approach aimed to demonstrate their confident demeanor as they continuously grow and evolve.
In the eyes of Mageline, going makeup-free is not about being sloppy or unkempt; rather, it represents a higher standard of skincare and a display of confidence, as well as self-control in life. Consumers have the power to choose cosmetics or opt not to wear makeup, but achieving good makeup-free skin undoubtedly gives women more confidence in their beauty.
Upon its release, the TV commercial sparked heated discussions on social media platforms like Weibo. As of the time of writing, the video has garnered over 50 million views, and the hashtag #ScienceEmpowersNaturalBeauty has reached nearly 7 million views on Weibo, prompting extensive discussions among netizens.
It’s worth noting that during this International Women’s Day campaign, Mageline also launched large-scale advertising in subway stations and shopping malls in first-tier cities such as Shanghai, Guangzhou, Hangzhou, and Wuhan. This move successfully helped the brand’s makeup-free concept reach a broader audience directly, continuously infiltrating brand influence among users, seizing consumer mindshare, and enhancing public awareness.
Adhering to the commitment to embrace the beauty of makeup-free Chinese women, Mageline has chosen to return to the brand’s original intention of ‘Enjoying the Beauty of makeup-free. Continuously exploring the theme of makeup-free beauty, the brand has steadfastly implemented its desire to convey the values of makeup-free beauty to consumers.
Pioneering the “three steps for face without makeup,” creating ultimate product strength
To fulfill the promise of allowing consumers to enjoy the beauty of makeup-free skin, Mageline has been dedicated to skin science and high-end ingredient research since its inception, providing consumers with safe and effective products.
Over a decade ago, when people mentioned makeup-free beauty, most would think of unadorned simplicity, and perhaps even a lack of refinement. It was at this time that Mageline’s founder, Guo Miao, conceived an idea: “To immediately make the skin look better while fundamentally solving skin problems.” From this notion of “addressing skin problems at their root,” the idea was born.
Subsequently, Guo Miao, along with cosmetic research engineers, took the first step in independent research and development. After countless nights of research and meticulous formulation adjustments, the Mageline “three steps for face without makeup” was launched to great market acclaim.
Specifically, the Mageline “Three Steps for Face without makeup” consists of three main products: the Mageline Essence Balancing Water, Youth Concentrate Essence, and Madame Beautiful Skin Cream. From what I understand, each of these three products focuses on different aspects and contains various effective ingredients. Through synergistic effects, they maximize scientific skincare while avoiding skin damage caused by excessive layering of multiple ingredients.
Two of the products in the Mageline “Three steps for face without makeup” contain the core ingredient Maifuyin (rice fermentation filtrate). Currently, the cosmetics industry increasingly emphasizes technological empowerment and raw material innovation. With advancements in technology and processes, fermentation technology has emerged as a prominent method in raw material development. Many innovative ingredients in products on the market today benefit from advancements in fermentation technology. In addition to Mageline’s exclusive ingredient Maifuyin, examples include SK-II’s core patented ingredient Pitera, and La Mer’s exclusive ingredient Miracle Broth.
After years of dedicated exploration into makeup-free skincare, in 2019, Mageline’s research team discovered a new ingredient called Maifuyin, which contains over 90 nurturing components capable of balancing skin moisture-oil levels and modulating skin microecology. According to data from a third-party verification institution, after 7 days of using Maifuyin, crow’s feet reduced by 15.23%, nasolabial folds decreased by 25.68%, forehead lines reduced by 21.83%, and skin firmness increased by 41.40%.
Additionally, according to the brand, the Mageline Essence Balancing Water, a product in the “three steps for face without makeup,” contains 94.4% high-purity Maifuyin, ranking as the primary ingredient on the label. Data from third-party testing institutions show that Mageline Essence Balancing Water matches a leading brand’s facial toner in aspects such as moisturizing, oil control, pH balance, and skin stabilization. Moreover, it surpasses the competitor in terms of resilience, consumer satisfaction (skin feel, effectiveness), and overall satisfaction.
The Mageline Youth Concentrate Essence contains concentrated yeast extract, peptide complex, niacinamide, and other ingredients, effectively alleviating skin dullness, and dryness, and improving sagging and fine lines. The Mageline Madame Beautiful Skin Cream, on the other hand, serves as a skincare cream that can substitute for foundation or BB cream. It includes rare ingredients such as Maifuyin, α-arbutin, and ginseng root extract, delivering results of refined pores and tightened wrinkle resistance.
The synergy between the three hero products complements each other, not only brightening the skin but also fulfilling Mageline’s brand promise of “Enjoying the Beauty of makeup-free.” These star products themselves serve as the most effective marketing tools, and only through product strength can a brand be empowered to achieve long-lasting word-of-mouth publicity. Thanks to their exceptional product performance, the Mageline “three steps for face without makeup” has sold over 60 million sets across all channels, with the brand’s overall channel coverage exceeding 50 million high-end users, reaching a broad audience.
It is precisely because of the outstanding product quality that Mageline has gained significant brand coverage and influence. The positive reputation generated from excellent customer service has also increased the brand’s assets, creating a virtuous cycle that further strengthens Mageline’s position as a leader in scientific skincare and at the forefront of the new makeup-free beauty trend.
Creating the exclusive ingredient Maifuyin to establish a research and development moat
Due to continuous research and development efforts, it’s noted that Mageline has published dozens of academic papers in four globally recognized cosmetics academic journals, including the Journal of Cosmetic Dermatology, the Journal of Cosmetic Science, the Detergent & Cosmetics, and the China Cosmetics Review, garnering recognition from international experts.
Moreover, Mageline has been featured numerous times at the IFSCC Congress, hailed as the “Nobel Prize of the Cosmetics Industry.” At the September 22-23 IFSCC Congress last year, Mageline presented three highly impactful research papers – Research on Skin Microecology Macrogenes Related to Maifuyin, Study on the Synergistic Enhancement of Rice Fermentation Filtrate and Plant Extracts, and Research on Anti-Wrinkle Soluble Sturgeon Collagen. Two of these research reports were successfully shortlisted, showcasing Mageline’s hardcore strength in technological innovation.
As a leading enterprise, Mageline sets standards in the industry. As a representative of high-end domestic beauty and cosmetics, Mageline actively assumes a leadership role, promoting the establishment of industry standards and group standards. In May of last year, Mageline took the lead in collaborating with the Shanghai Daily Chemical Industry Association and multiple units to develop and publish the Cosmetic Ingredients-Saccharomyces/ RiceFerment Filtrate, providing the industry with solutions for anti-aging mechanisms.
Mageline is continuously delving deeper into research, product development, and marketing to enhance the concept of makeup-free beauty for Chinese women. By interpreting the cultural value of “Enjoying the Beauty of makeup-free” and creating a range of makeup-free skincare products, Mageline is establishing itself as a kingdom of makeup-free, leading the high-end skincare market.
