In May 2025, the 29th China Beauty Expo kicked off at the Shanghai New International Expo Center. As a leading enterprise in China’s cosmetics industry, Huanyu Group participated in the exhibition with its core brands such as MEIFUBAO, FRANIC, SEEYOUNG, MOR, SKYNFUTURE and DAYHOK. From the research and development of Chinese characteristic plants to the application of global cutting-edge technologies, from traditional skin care concepts to modern efficacy verification, Huanya Group showcases the R&D strength and strategic vision of Chinese cosmetics enterprises to the world with innovative technologies.
Through five strategic upgrades, Huanya has continuously achieved technological evolution
The development history of Huanya Group can be regarded as a microcosm of the evolution of China’s cosmetics industry. In 1999, when most enterprises still relied on the agency model, Huanya took the lead in initiating the “brand awakening” revolution and launched the first national cosmetics brand, Meifubao. This not only breaks the market monopoly of foreign brands, but also builds an “iron triangle” ecosystem of R&D, production and channels by establishing its own R&D centers, production bases and a national channel network, laying a solid foundation for subsequent development.
Since then, with its acute industry insight, Huanya has completed five strategic upgrades at key nodes: In 2014, it entered the personal care market with the concept of “silicone oil-free” and launched the Ziyuan SEEYOUNG brand; In 2015, it acquired the Australian high-end personal care brand MOR, marking the beginning of its globalization journey. In 2019, multiple new brands in specific market segments were launched in response to the consumption demands of Generation Z. In 2021, an Australian TGA standard factory was completed, marking a qualitative change from “Made in China” to “Global Intelligent Manufacturing”. Today, Huanya has formed a pattern of “multiple brands, multiple categories, all channels and global operation”. Its development process has confirmed a truth: only by continuous innovation can it remain invincible in the fierce competition.
Core brand matrix: Dual empowerment of technology and culture
At this year’s Beauty Expo, the six core brands under Huanya took technological innovation as their core selling point, demonstrating the hard power of brand differentiation competition.
As the “technology test field” of Huanyi Group, MEIFUBAO has been deeply engaged in the research of Chinese characteristic plant components for 26 years. With ginseng, licorice and Ganoderma lucidum as the core, it has built a complete scientific research closed loop from raw material screening to efficacy verification. The brand has introduced AI technology into plant extraction research, precisely capturing the rare ginsenoside CMx in ginseng through an AI targeted screening engine. Combined with a biosynthesis technology platform, it achieves efficient enrichment in the laboratory, breaking through the traditional planting age limit. Meanwhile, the innovative application of ultrasonic microfluidic encapsulation technology has increased the transdermal absorption efficiency of rare ginsenosides by 3.18 times [1], directly reaching the anti-wrinkle target at the skin base.
New introduction of “Invisible powder umbrella” SUNSCREEN new product – SPF50+PA++++ high magnification protection as shield, air feeling zero burden skin feel as wings, blend the essence of skin care, redefine the high magnification sun protection experience for Asian skin, Set a new benchmark for domestic sunscreen products.
At the exhibition, Meifubao held a Chinese characteristic plant technology release conference under the theme of “Oriental Plant Essence, Illuminating the Future”, showcasing its latest research achievements and future plans in the field of plant technology to the industry. At the meeting, Meifubao not only shared the scientific research breakthrough of ginsenoside CMx, but also released several other plant technology patents, highlighting the brand’s unremitting pursuit of technological innovation.
FRANIC focuses on the formula concept of “repair +” and “precise plant efficacy”, breaking the prejudice that natural ingredients are inefficient. The repair power of “Superconducting Asiaticoside” jointly verified by the brand and the Cosmetics Testing Center of the Dermatology Hospital of Southern Medical University, as well as “FRANICARE Superconducting Double C[2]”, have overcome the challenge of stable combination and efficient penetration of plants and high-efficacy ingredients, providing a solution that is both safe and effective for sensitive skin. Launched in 2025, the Type-C fast-charging eye cream [3] features an exclusive FRANICARE superconducting dual-C technology, which encapsulates active ingredients such as VCIP and type 17 collagen in a “rocket-like” penetration system, steadily, efficiently and precisely acting on the skin around the eyes layer by layer.
The brand’s star product, aloe vera gel, has undergone 17 years of iteration. It is based on 100% aloe vera essence [4], compounded with 200 times higher concentration freeze-dried powder [5], and uses the German Symcalmin soothing technology to relieve dry redness and itching. It has a gentle formula with 6 major zero additives [6]. One bottle can solve eight major skin problems including sun exposure, redness, dryness, acne, stinging, peeling, oiliness and dryness and itching [7]. It has consistently topped the e-commerce channel and become a “first aid station” for consumers to deal with environmental stimuli, confirming the dual credibility of plant technology and efficacy claims.
With the theme of the “Repair +” scientific system, Franlinka held a natural technology functional skincare launch event at the exhibition, conveying the brand’s core concept of “natural technology, functional skincare” to the participants. At the meeting, FRANICARE not only showcased core technologies such as superconducting asiaticoside and Franicare superconducting dual C, but also shared more explorations and breakthroughs in the combination of plant ingredients and high technology, demonstrating the brand’s profound accumulation and forward-looking vision in the field of technological skincare.
As a leader in China’s hair care industry and an expert in healthy scalp care for Chinese people, SEEYOUNG has rewritten the market landscape of hair care in China with its “silicone oil-free” concept, ushering in a new era of silicone oil-free scalp care. Its star product, Sapindus mume oil-control shampoo, has achieved cumulative sales of over 150 million bottles and is highly trusted by consumers. Euromonitor International, an authoritative institution, issued a statement officially recognizing Ziyuan as “the top silicone-free scalp care brand in China for five consecutive years” [8], demonstrating its strength and position in the industry. In 2025, SEEYOUNG of Ziyuan pioneered a new scientific scalp care paradigm of “Five Forces and One Balance”, filling the gap in industry standardization and promoting the establishment of an efficacy verification system. At the exhibition site, Ziyuan held a micro-ecological scalp care technology release conference with the theme of “Scalp Micro-ecology, New Era of Care”. At the meeting, Ziyuan not only shared the new scientific scalp care paradigm of “Five Forces and One Balance”, but also released the core research results of the “White Paper on Microecological Scalp Care for Chinese People”, further emphasizing the importance of scalp microecological balance. Meanwhile, the brand showcased its scientific research breakthroughs in the three core demands of oil control, hair loss prevention, and dandruff removal, as well as the national scalp natural state big data research project initiated in collaboration with Weipu, aiming to promote the standardization and professionalization of the scalp care industry through scientific research capabilities.
The star product, Ziyuan Anti-Hair Loss Orange Aurora Shampoo [9], relies on its exclusive patented “Yisi Yuan” anti-hair loss technology [10], regulates the scalp’s microecology, directly targets the root cause of hair loss, and revitalizes hair follicles 6X [11], achieving a reduction of approximately 6,000 hairs in 4 weeks [12]. Ziyuan Oil-Control Green Auroral Shampoo [13] is composed of Soapberry fermented essence [25] and skincare grade nicotinamide to form the “oil-control Double Star”, achieving a 5-centimeter fluffiness in one wash [14], and long-lasting oil-control and fluffiness of hair. Ziyuan Anti-Dandruff Blue Aurora Shampoo [15] contains higher-purity selenium disulfide, which can quickly relieve itching in 15 seconds [16]. Stubborn dandruff is significantly improved, achieving root dandruff removal for 28 days and anti-dandruff suppression for up to 60 days [17].
As an important fulcrum of the globalization strategy of Asia Pacific, MOR, in collaboration with Tmall Global, released the “2025 Body Care Trends White Paper” at this exhibition, presenting a three-in-one consumption insight of “efficacy + fragrance + scenarios”. The brand will rely on its emotional fragrance technology and Baroque style design to launch a co-branded IP gift box, providing consumers with an all-round experience from functionality to emotion.
SKYNFUTURE focuses on the field of scientific whitening. Its “Second-generation 377” series products are centered around the industry’s first “Five Rates and one degree” research and development principle, equipped with the newly upgraded exclusive patented second-generation 377[18] whitening ingredients, and achieve a balance between whitening efficacy and mildness through multi-path collaborative technology. The new second-generation 377 water and lotion [19] adopts the sugar-oxygen dual antibody technology, which not only reduces yellowing but also controls the recurrence of yellowing. The second-generation 377 Face Cream [20] achieves whitening through a five-dimensional synergistic effect, enabling users to whiten their skin faster, more comprehensively and more gently. 377 Whitening Chamber Essence [21] adopts an alcohol-soluble oil-free system, which is light, gentle and easily absorbed. It significantly improves stubborn pigmentation within 14 days [22]. SKYNFUTURE has launched the “Ideal Skin Tone Plan for Chinese People” to explore the unique mechanism differences of Chinese people’s whitening and seek more targeted solutions, promoting the industry to shift from “blind pursuit of whitening” to “precise whitening”. Meanwhile, Skin Future also released a multi-dimensional skin color evaluation system covering 28 parameters at the exhibition, ranging from red spots, macules to shiny spots index, transforming the subjective perception of “healthy and fair” into an objective quantitative standard.
Facing the triangular conundrum of “protective power, safety and lightness” in the sun protection market, DAYHOK of the Earth’s Crust has broken through with the industry’s first “ultrasonic microfluidic technology” [23]. This technology enhances the protective power of sunscreen lotion by 24.7% by optimizing the crystal form, purity and particle size distribution of physical sunscreens [24], while achieving a light and non-whitening skin feel. At the exhibition site, DAYHOK of the Earth’s Crust demonstrated its technological advantages through blind tests conducted by a hundred people and scientific equipment, providing a model for the professional transformation of domestic sun protection products. Brand Director Xiao Xiran said, “Rooted in Huanya’s over 30 years of research accumulation and exclusive core technologies in the field of sun protection, we aim to break the stereotype that ‘China cannot produce good sun protection products’.” I hope to increase the height of this mountain of professional sun protection by one inch. It is hoped that the Earth’s crust becomes the confidence for people to freely move forward and explore the world.
The brand’s “Quick ear-hanging” design, which has won the Red Dot Design Award and the IAI Intelligent Manufacturing Gold Award, turns sunscreen into outdoor equipment, meeting the dual demands of young consumers for functionality and aesthetics. With the vision of jointly building a technological ecosystem, the Earth’s Crust opened up its patent achievements at the Beauty Expo, promoting the industry to shift from single-product competition to collaborative innovation.
In addition to the above-mentioned six major brands, other brands have also demonstrated their own characteristics and status. In the brand matrix of Huanya Group, the innovation of anti-wrinkle technology has always occupied a core position. GITTAMY, with “peptide technology” as its spear, focuses on the research of homologous peptides in the human body. By activating the skin’s self-repair mechanism, it breaks the limitation of traditional anti-wrinkle products that merely “repair the surface”. TIME SHAPE takes “recombinant collagen” as the core and uses DNA recombination technology to develop 100% humanized “Furenyuan ® recombinant Collagen”. By targeted supplementation of type I, type III, and type XVII collagen, it reconstructs the dermal structure of the skin. Jeunaroma, on the other hand, has taken a different approach, tapping into the anti-wrinkle potential of the “national treasure peony”. The brand extracts the Peonyomics™ active ingredient from Peonies through biotechnology and combines it with recombinant humanized double collagen and golden double peptides to build a three-dimensional anti-wrinkle system of “collagen filling – contour tightening – repair and brightening”.
At the intersection of traditional herbs and modern biotechnology, VITA LIXIR and YOUYA
It demonstrates Huanya’s in-depth exploration of the wisdom of Eastern skin care. In the personal care sector, Huan Ya has achieved comprehensive coverage from efficacy to emotional experience through its three major brands: KEEP•Y Yan Se, AUSPERI, and MIOFURMI. As a key move in the pure skincare layout of Huanya Group, MOINA uses Australian grapes as the core ingredient, allowing women’s skin to be nourished by the fruit for 7*24 hours, always remaining fresh, tender and firm.
Research and Development and intelligent manufacturing: Global layout strengthens core competitiveness
Huanya’s innovation capabilities for various brands are inseparable from its global R&D network and intelligent manufacturing system. The group has established three major R&D centers in China, Australia and the United States, respectively focusing on the development of Chinese characteristic plants, the research of TGA standard formulas and disruptive technological innovations. As of April 2025, Huanya has obtained 216 patents, with over 65% being invention patents, and has won 43 science and technology progress awards in fields such as whitening, sun protection, and anti-wrinkle. (Data as of April 2025)
On the production side, Huanya has established an intelligent manufacturing network covering both China and Australia. The China base adopts the SAP management system and the full-process online control platform to achieve digital management from order to delivery. The Australian factory builds sterile workshops in accordance with TGA standards and has the capacity to produce both cosmetics and pharmaceuticals. Through international certifications such as ISO9001 and GMPC, the quality of Huanya products has been recognized by the global market.
Write the future with long-termism
From the breakthrough of Meifubao in 1999 to the technological innovation of Earth’s Crust Sun Protection in 2025, every step taken by Huanya Group has closely followed the pulse of The Times. Its success stems from continuous investment in research and development, in-depth insight into consumer demands, and the ability to integrate resources from a global perspective. At this beauty Expo, Huanya not only showcased its products and technologies, but also conveyed an industry value: the competition in the beauty industry has escalated from a comparison of individual products to a comprehensive contest of technological ecosystems and brand cultures.
In the future, as Generation Z becomes the main consumer force, personalization, functionality and sustainability will become the key words of the industry. With its multi-brand matrix, global R&D and intelligent manufacturing advantages, Huanya is setting a new benchmark for China’s beauty industry. This is not only the growth story of an enterprise, but also a microcosm of an era when a national brand is going global.
Annotation:
[1] The data is sourced from the brand’s internal laboratory: Compared with the 30% glycerol water-soluble wave of rare Ginseng Imperial Extract, the 24-hour cumulative penetration of rare ginseng Imperial Extract PRO after encapsulation has increased by 318.23%, and the actual usage effect varies from person to person
[2]FRANICARE Superconducting Double C: It refers to a complex of collagen amino acids, tetraisopalmitate ascorbic acid, coffee seed extract, lactic acid bacteria fermentation products, yeast fermentation products, asiaticoside, asiaticoside, 1, 3-propanediol, 1, 2-hexanediol, p-hydroxyacetophenone, glycerol, butanediol, and water.
[3]Type-C Fast-Charging Eye Cream: Product nickname, officially registered as FRANIC Brightening, Firming and Wrinkle-Reducing Eye Cream
[4]100% aloe vera original liquid base: It refers to the purity of the aloe vera leaf water from Curacao being 100%, without adding any other ingredients
[5]200 times: Internal data, indicating that at least 200 kilograms of aloe vera liquid is needed to produce 1 kilogram of aloe vera freeze-dried powder
[6]6 Major Zero additions: Refers to not actively adding alcohol, pigments, heavy metals, mineral oil, parabens, methyl esters, and animal-based raw materials:
[7] Redness, stinging, peeling, dryness and itching: This refers to redness, stinging, peeling, dryness and itching caused by high temperature and sun exposure, as well as skin dehydration and dryness.
[8] Source:
[9] Anti-Hair Loss Orange Aurora Shampoo: This is the nickname of the product. The full name of the product is Ziyuan Anti-Hair Loss Hair Strengthening and Enriching Shampoo.
[10] Exclusive benefit silk root anti-hair loss technology: including ginger root extract, Platycladus orientalis leaf extract, Schisandra chinensis fruit extract, licorice root extract, and mulberry root bark extract; Chinese Invention Patent ZL 2019 10492526.9: An extract of Traditional Chinese medicine, its preparation method and application;
[11]6X Revitalizing Hair follicles: The data is derived from third-party efficacy tests. At a concentration of 1% (v/v), the patented anti-hair loss composition of Platycladus orientalis leaves in the sample showed a 6-fold increase in the viability of hair papilla cells after 72 hours compared to 0 hours.
[12] Achieved a reduction of approximately 6,000 hairs in 4 weeks: The data is sourced from a third-party institution’s test report. The reduction in hair loss was calculated based on the changes in hair density of ≥30 subjects before and after using this product for 4 weeks under experimental conditions. The actual usage effect varies from person to person.
[13] Ziyuan Oil-Control Green Aurora Shampoo is the nickname of the product. The full name of the product is Ziyuan Oil-Control Fluffy and Balanced Shampoo.
[14]1 Wash and fluffen 5 cm 7: The data is from the efficacy test of a third-party institution. The actual usage effect varies from person to person
[15] Ziyuan Anti-Dandruff Blue Aurora Shampoo is the nickname of the product. The full name of the product is Ziyuan Selenium Disulfide Anti-Dandruff and Oil Control Shampoo.
[16] 15-second quick itch relief refers to the effective reduction of scalp itching as evaluated by consumers 15 seconds after washing and drying the hair.
[17] Anti-dandruff for up to 60 days refers to the continuous anti-dandruff for up to 60 days after discontinuing the use of this product after 28 days. The data is sourced from efficacy tests conducted by third-party institutions, and the actual usage effects vary from person to person.
[18] Exclusive Patent Generation 2 377: Refers to the exclusive patented ingredients for the future of the skin; Compositions containing phenethyl resorcinol, sea anise extract and Lactobacillus fermentation products and their applications; Chinese Invention patent, Patent number: ZL 2023 1 1032750.2
[19] The new second-generation 377 Water and Lotion refers to the Skin Future Scientific Research Whitening and Rejuvenating Water/Skin Future Scientific Research Whitening and Rejuvenating Lotion
[20] The second-generation 377 face cream refers to the future scientific research whitening and rejuvenating cream for the skin
[21]377 Whitening Chamber Essence refers to the future whitening and brightening essence for the skin
[22]14 days: The data is sourced from a third-party testing institution. The improvement results of ITA, A value, and MI value of 31 consumers aged 29 to 60 after using the Skin Future Whitening and Brightening Essence for 14 days under experimental conditions show that the actual effects vary from person to person.
[23] Ultrasonic microfluidic technology: Chinese Invention patent “An Ultrasonic Microfluidic Nano-Disperser”, Patent Number: 202311585595.
[24] Enhanced protection by 24.7% : This means that after the brand’s dedicated research on ultrasonic microfluidic emulsification technology, the SPF sun protection value can be increased by 24.7%.
[25] Sapindus mugwort fermentation essence refers to the Sapindus mugwort peel extract and Lactobacillus fermentation products in the formula;
