After a two-year hiatus, CHANDO, originating from the Himalayas, has once again brought a brand new surprise to the cosmetics industry.
On May 17th, in the memory of the eastern suburbs of Chengdu’s trendy cultural district, CHANDO created a flash mob event for the new product launch, combining creative makeup transformations, interactive product experiences, and music festivities. At the event, CHANDO not only announced a series of new cosmetics products but also officially declared the entry of CHANDO cosmetics into a new era.
So, in the year 2024, when Chinese brands are gradually gaining a dominant position, how will CHANDO cosmetics, starting anew, spark a wave of transformation in the cosmetics market?
After two years, CHANDO has completely revamped its cosmetics line
Cosmetics remain one of the most important drivers of growth in the beauty market, especially as people gradually remove their masks and return to normal life. Makeup is gradually reclaiming its market share.
According to the “2023 China Cosmetics Yearbook” published by CHAILEEDO, the Chinese market size of the cosmetics category reached 170.09 billion yuan in 2023, with a year-on-year growth of 13.5%. The market share increased by 21.3 percentage points compared to the previous year, making it the second-largest category after skincare.
It is worth noting that amidst the overall recovery of the market, the Chinese cosmetics market has quietly undergone changes. The market landscape, which was previously dominated by international brands, is gradually being disrupted, with more and more Chinese brands climbing to the top of major e-commerce platforms and reshaping the market’s new competitive landscape.
CHANDO cosmetics, starting anew, is also becoming an important player in breaking the market’s transformation.
In fact, two years ago, CHANDO realized that to become the leader in the category, apart from the technological prowess of its products, it must also deeply align with fashion trends, which is the most important intrinsic characteristic of the cosmetics category.
As the saying goes, “out with the old, in with the new.” CHANDO began by re-adjusting its existing cosmetics product line and carried out extensive reforms in aspects such as product formulation, visual identity, and product tone. Leveraging the Himalayan genes of the CHANDO group and incorporating self-developed foundation makeup technology, they have reshaped the packaging visual identity and created the first batch of “born for better skin” original makeup series.
During the product launch event, CHAILEEDO learned that CHANDO cosmetics showcased six makeup products, including foundation, cushion cream, primer, setting spray, lipstick, and lip gloss, all centered around the popular “oxygen-like” makeup trend. With a more transparent, long-lasting, and refined makeup effect, they redefined the concept of “original makeup.” The vibrant rose cart, cozy camp street, and pink wish wall at the event venue all echoed the theme of this new product line.
It is worth mentioning that the completely refreshed CHANDO cosmetics not only received positive feedback from the first group of consumers but also captured the hearts of professional makeup artists. At the event, professional makeup artist Du Xiangyu, who gained high popularity on the variety show “Colorful Glory: Artisan Assembly Season 2,” made a surprising appearance. He showcased a stunning makeup transformation, personally creating an exclusive “Heartbeat Oxygen Makeup” for a guest, eliciting awe from the audience.
According to the brand, in the coming days, the CHANDO cosmetics product launch event will continue to welcome participants with flowers and music. Visitors can not only experience CHANDO’s full range of professional skincare and makeup services but also scan QR codes to receive samples of the new products and exclusive roses for the 520 (May 20th) celebration. In a relaxed and pleasant atmosphere, they can experience the “magic” of CHANDO’s new cosmetics line.
Rooted in the Himalayas, CHANDO pays much attention on foundation
At the beginning of this year, during CHAILEEDO’s visit to leading makeup factories, a consensus among industry insiders was identified: the hottest sub-category in makeup for the next few years would be foundation. Data from the “2023 China Cosmetics Yearbook” also revealed that the market size of foundation in the Chinese cosmetics market reached 89.61 billion yuan in 2023, a year-on-year increase of 22.4%, surpassing the overall growth of the makeup market. 82% of consumers use foundation daily.
It can be said that 2024 may witness the “explosive year” of foundation. From this market insight, CHANDO seems to have made the right move.
CHAILEEDO discovered that among the six new products recently released by CHANDO, four of them are foundation products, covering the entire process from skincare to setting. Zheng Que, the spokesperson for CHANDO Group and the Director of Makeup Products, told CHAILEEDO that since CHANDO decided to excel in makeup, foundation has always been the most important part of CHANDO’s long-term vision for makeup. “foundation is actually quite challenging, but we won’t give up.”
During the development of the new products, CHANDO attempted to combine years of accumulated scientific research with deep insights into the foundation market. They merged technology and fashion, leveraging CHANDO’s innovative technologies in foundation and the essence from the extreme Himalayan region, to awaken sustainable beauty with the power of nature.
For example, the new Soft Mist Long-lasting Foundation was developed after recognizing the three major issues in foundation: floating powder, makeup fading, and unevenness. It utilizes amino acid color powder encapsulation technology, 3D three-dimensional mesh film-forming technology, 4D soft mist powder with an oil-control factor, and establishes a firm “biomorphic clothing” long-lasting elastic net on the skin. This effectively fixes the position of the powder, allowing the foundation to have a mist-like, skin-adherent texture without settling into fine lines. It achieves 24-hour ultra-long-lasting wear, defying expression lines.
Furthermore, to achieve both makeup longevity and skincare benefits, CHANDO added oligomeric hyaluronic acid, which is easily absorbed by the skin, as well as Himalayan tea freeze-dried powder extracted using low-temperature freeze-drying technology. Starting from the efficacy ingredients, they achieved a perfect combination of long-lasting makeup and skin care.
It can be said that through this reorganization, CHANDO’s new foundation products have returned to the essence of foundation needs. They address issues such as longevity, powder texture, and skin feel, creating a competitive advantage based on high durability and comfortable skin texture. Whether it’s makeup beginners or skilled professional makeup artists, they can find beauty experiences beyond their expectations in CHANDO’s new makeup line.
Rooted in foundation, more than just foundation
In the end, as an important part of the fashion industry, the market demand for cosmetics is always fast-paced and diverse, often influenced by consumer aesthetic preferences, social emotions, and scene requirements. Because of this, the pace of innovation in the cosmetics industry never stops. It requires brands to maintain constant sensitivity to market trends and continuously innovate in terms of color and efficacy.
If foundation is considered the classic product created by CHANDO Cosmetics for the new market, then color cosmetics have become an important cornerstone for leading fashion trends and a key factor in CHANDO Cosmetics’ leadership in the cosmetics market.
CHANDO discovered in previous market insights that the current beauty market is experiencing a wave of “natural-looking” makeup trends. “No-makeup” looks, “mom-like” makeup, and “low saturation” makeup have become the new trends in cosmetics. Natural-looking makeup has become an essential part of the current beauty trend. Data from Beauty Study also shows that in the past three years, matte and natural-looking claims have had the fastest growth rate among registered Chinese cosmetics products, and texture-based natural-looking makeup has become a new trend.
In CHANDO’s view, beauty has countless forms, and rather than following the same trends, it is better to make makeup more in line with one’s true self, depicting the natural texture of beauty and restoring one’s truest self.
Therefore, based on the “native skin texture” foundation, CHANDO Cosmetics has launched a lip makeup series that emphasizes low saturation and matte, fog-like effects. With the support of air-feeling film-forming technology and compound essence ingredients, it not only provides a lightweight and sheer texture on the lips but also moisturizes the lip skin, giving a matte yet non-drying effect.
It is worth mentioning that CHAILEEDO learned on-site that CHANDO Cosmetics will continue to update its product line in the future, gradually launching the first batch of eyeshadows, blushes, and highlighters to complete the comprehensive makeup product lineup and create a complete CHANDO Cosmetics system, making a full-scale attack on the cosmetics market. As Tacy Tan, the General Manager of the Marketing Department of CHANDO, said at the press conference, “This is the brilliant new year of CHANDO Cosmetics.”
The current market is never short of cosmetics brands, so differentiation and innovation become the key factors determining the long-term survival and development of brands. How to establish a unique brand personality and value proposition among numerous cosmetics brands and deeply resonate with consumers’ minds is a question that every brand must face. CHANDO Cosmetics, which has taken two years to start afresh, is precisely responding to this market issue. In this era of fierce competition in the Chinese cosmetics industry, CHANDO, with its unique Himalayan imprint, is shaping a new business card for cosmetics and bringing more innovation and vitality to the industry.
