At the 28th Shanghai Beauty Expo (CBE) currently taking place in Shanghai, under the theme of “Technology and Beauty,” Uniasia Technology, a “brand carrier” that embodies the dream of promoting Chinese products, has made a striking appearance with ten leading brands that embody a strong sense of innovation. This has attracted numerous visitors who stop by to experience the exhibition.
However, what is not widely known is that behind the lively scenes, this top Chinese beauty conglomerate has silently devoted over 30 years to answering the question of how beauty companies should break through themselves. Over the past three decades, Uniasia Technology has evolved from a cosmetics distributor to a revenue-generating company surpassing the 2 billion mark, and its upward trajectory in technology is worth attention.
Four Major Brands Renew and Upgrade, Achieving Resilient Growth with the Power of Technology
According to reports, this year marks Uniasia Technology’s grandest appearance at CBE, with an exhibition area of 225 square meters.
CHAILEEDO has learned that Uniasia Technology is showcasing not only the flagship products of its various brands but also presenting its development pattern of “multiple brands, multiple categories, omni-channel, and global operations” with the brand as the core entry point.
From the deployment of the exhibition hall, the Uniasia Technology booth features a fully open interactive space on the outside, while the inside showcases ten themed areas, each with its own brand characteristics. The exhibition hall is refreshing with a futuristic metallic feel, transparent and minimalist sun panels, and natural and pure wooden structures, where various materials organically blend and harmonize.
According to the responsible person from Uniasia Technology, the exhibition hall primarily focuses on the rejuvenation and upgrade of four major brands: MEIFUBAO, FRANIC, SEEYOUNG, and SKYNFUTURE. Among them, MEIFUBAO and SKYNFUTURE are located on opposite sides of the entrance, facing each other.
As a pioneer of Chinese sunscreen for 25 years, CHAILEEDO has noticed that MEIFUBAO has brought two heavyweight new products: MEIFUBAO Blue Umbrella Sunscreen and MEIFUBAO Gravity-Defying Cream. The Blue Umbrella Sunscreen is a high-end sunscreen developed jointly by MEIFUBAO and BASF, making it the first ocean-friendly sunscreen in China that meets the Ecosun Pass standard. The Gravity-Defying Cream incorporates the core ingredient rare ginsenoside PRO, which can activate the NRF2 signal pathway and tackle aging problems from the root.
SKYNFUTURE has introduced the 377 series core products, including the upgraded second-generation 377 cream and 377 whitening cabin. Both products feature the “SKYNFUTURE exclusive patented second-generation 377,” which represents a comprehensive upgrade in terms of ingredients, efficacy, technology, and experience. It is also known as the scientific whitening “hexagonal warrior.”
Furthermore, this exhibition marks the debut of FRANIC after its aesthetic upgrade. It mainly showcases three star categories: high-efficiency toner and emulsion, multi-effect masks, and aloe vera gel. In the SEEYOUNG area, the high-end salon care series SEEYOUNG PRO and the all-new microecological efficacy series make their debut, providing consumers with multi-step solutions from “cleansing” to “nourishing” for oil control, dandruff removal, and other effects.
It is worth mentioning that the exhibition theme set by Uniasia Technology is “Technology and Beauty,” showcasing the brand accumulation and technological innovation the company has achieved over the past 30 years, highlighting the power of technology and upward brand development.
Indeed, from a data perspective, the overall performance of the cosmetics market in the first quarter of this year is not optimistic. However, Uniasia Technology has sought transformation in the face of adversity, deeply cultivating technological innovation, and through online live streaming, digital marketing, and other measures, it has continued to grow resiliently against the trend.
At the CBE event, Meng Fei, the Vice President of Personal Care Marketing System at Uniasia Technology and General Manager of SEEYOUNG brand, stated in an interview with CHAILEEDO, “In the first quarter of this year, the overall performance of Uniasia Technology’s various brands has been good. In addition to offline sales, both traditional e-commerce and interest-based e-commerce online have shown stable growth.”
Multiple Brands, Multiple Scenarios in Full Bloom, Demonstrating the Strength of the “Brand Aircraft Carrier”
For over 30 years, Uniasia Technology’s brand portfolio has evolved from the first MEIFUBAO brand to a “brand aircraft carrier” encompassing multiple categories such as skincare, hair care, and body care.
The key to supporting Uniasia Technology’s multi-brand matrix lies in two aspects. Firstly, each brand has a clear and differentiated positioning within the group, avoiding internal competition while meeting audience demands. Secondly, it operates with a brand-centric organizational system.
Currently, Uniasia Technology consists of five core business segments: the Chinese botanical skincare and sun protection category centered around MEIFUBAO, the plant-based skincare category centered around FRANIC, the technology-driven skincare category centered around SKYNFUTURE, the personal care category centered around SEEYOUNG, and the international business centered around MOR, the Australian beauty brand.
In addition to the four main brands mentioned above, the company in CBE event also showcases six other brands: GITTAMY, MIOFURMI, KEEP·Y, MOINA, VITA LIXIR, and MOR.
GITTAMY, a peptide technology anti-wrinkle brand, has upgraded its key patented ingredient, Human® Revitalizing Peptide, with a 2.0 version of its flagship products. At the exhibition, GITTAMY presents the Human Revitalizing Peptide Essence Water, Human Revitalizing Peptide Essence Cream, and introduces the new heavyweight product, Human Revitalizing Peptide Firming Anti-Wrinkle Serum.
Based on consumer insights into “emotional hair care,” the MIOFURMI brand undergoes a comprehensive upgrade and renewal, focusing on emotional fragrance therapy to enhance emotional well-being. In the MIOFURMI exhibition area, the products emphasize cleansing, moisturizing, brightening, and fragrance effects. The new products incorporate cutting-edge concepts of emotional fragrance therapy through fragrance blending principles and testing methods. They are expected to be launched in July of this year.
In the KEEP·Y exhibition area, many products have undergone comprehensive upgrades in formula ingredients and packaging. By combining biomimetic repair collagen micro-proteins with creatine, they create a hair repair experience that better meets the needs of young people. The Australian grape beauty brand MOINA showcases its newly launched moisturizing and soothing series in May. The high-end anti-wrinkle brand VITA LIXIR promotes new products like the Mind and Wisdom Ganoderma Essence Water. MOR, an Australian brand specializing in artistic personal care and home fragrances, presents fragrance body care products and home fragrance products.
Market feedback also attests to the results of Uniasia Technology’s deep cultivation in specific market segments. For example, this year MEIFUBAO achieved dual growth in self-broadcasting and influencer live streaming. FRANIC’s highly acclaimed aloe vera gel dominated the top rankings on five major e-commerce channels, while their toner and emulsion products topped the Douyin (TikTok) ratings and new product rankings simultaneously. SEEYOUNG’s new microecological efficacy series, represented by the oil control Green Aurora shampoo, quickly rose to the top of the Douyin anti-dandruff shampoo and anti-itch shampoo rankings. MOR has become a top-three brand for fragrance personal care and home fragrances in Australian department stores, and maintains its popularity as the number one home fragrance brand in Sam’s Club.
Overall, Uniasia Technology’s diverse brand portfolio and strategic focus on technological innovation have contributed to its continued success and growth in the market.
With technology as its foundation, Uniasia Technology drives brand advancement
Behind the flourishing of multiple brands and multiple scenarios lies Uniasia Technology’s research and exploration of core technologies. With a product design approach centered around user needs, Uniasia Technology’s various technologies have transitioned from the laboratory to the consumers, promoting brand advancement through technological innovation.
“Those shining brands must be at the forefront of technology and research and development.” At the CBE event, Meng Fei also expressed to CHAILEEDO that the current rise of Chinese trends presents a favorable opportunity for cosmetics. Domestic brands should increase investment in research and development to provide consumers with good products and services. When brands and consumers engage in a two-way interaction, forming a positive cycle, the path of the brand will continue to broaden.
The breakthroughs achieved in technological advancements, from 0 to 1, rely on the exploration and expansion of the research and development team in the challenging and unknown areas. In terms of team talent, Uniasia Technology’s research and development team has formed an international team consisting of renowned universities and research institutions from both domestic and international sources, including professors and senior engineers in the field of cosmetics research.
Currently, Uniasia Technology has two modernized research and development centers. The Chinese Research and Development Center covers areas such as the development of Chinese botanical raw materials, basic cell biology research, formulation development and process innovation, and efficacy evaluation. The Australian Research and Development Center focuses on forward-looking insights into the cosmetics and wellness industry, TGA formulation development, and more.
At the same time, Uniasia Technology has obtained 213 patents, 38 scientific and technological progress awards, 44 scientific and technological achievements identification, and has participated in the revision of 28 standards, fully demonstrating its comprehensive layout and profound strength in technological research and development.
Specifically, Uniasia Technology has made breakthrough progress in self-developed raw materials, whitening and sun protection basic research, and scalp care technology.
In terms of new material development, Uniasia Technology attaches importance to research in the field of Chinese botanical resources and independently develops unique materials. As early as 2007, Uniasia Technology established a Traditional Chinese Medicine Research and Development Department and, by the end of 2023, established the “Chinese Botanical Research and Development Center”. Currently, Uniasia Technology has developed and reserved 127 plant sources and 42 composite plant source materials, constructed a database covering 287 Chinese ingredient efficacy, and obtained 52 authorized invention patents related to natural plant materials.
Uniasia Technology maintains a leading position in whitening and sun protection technology. In terms of whitening active ingredient research, SKYNFUTURE Whitening Laboratory has established a comprehensive in vitro efficacy verification platform, building a complete and stable in vitro testing system from various dimensions related to whitening, such as melanin synthesis, transportation, reduction, etc., and established a whitening efficacy database. In the field of sun protection, Uniasia Technology has also achieved a series of results, including 7 scientific and technological progress awards related to sun protection, 17 authorized invention patents related to sun protection, 13 papers related to sun protection, and more.
In the scalp care field, SEEYOUNG’s success undoubtedly reflects Uniasia Technology’s years of accumulation and expertise in scalp care. With the support of Uniasia Technology’s research strength, SEEYOUNG has obtained 29 Chinese invention patents, 18 domestic leading technologies, 4 international leading technologies, and 15 scientific and technological awards, overcoming a series of key technological challenges in scalp care.
Facing the turning point of transformation in the beauty industry, Uniasia Technology is continuously strengthening its technological foundation, showcasing the power of technological advancement on the world stage, driving product innovation, and achieving brand advancement.
