Which brand of domestic facial mask is good? You must know these brands

Which domestic facial mask is better? These 6 domestic facial masks are the best. In the cosmetics industry, the only category where China is strong but foreign capital is weak is facial masks. It is not easy for Chinese facial masks to achieve this level. So what are the more well-known domestic facial mask brands? Let’s take a look together!

Which brand of domestic facial mask is good?

These seven domestic facial masks are the best! With the rise of domestic brands, more and more girls have started using domestic facial masks. Then I will introduce some very useful domestic mask brands to the girls below, let’s take a look~

Magic

Comment: The biggest contributor to making facial masks a fast-moving consumer product

To expand the facial mask category, success is not just about whoever does it first, otherwise the first facial mask brand would have already become famous for this category. In the current context, when we say facial mask, we usually mean facial mask. People who really understand it should also know that the recognized originator of facial masks is SK-II. In 1993, SK-II used non-woven fabrics in facial masks, which promoted a revolution in the way facial masks are used.

So which brand has promoted the facial mask category? Of course it must be Meiji. After all, the penetration rate of facial mask category is so high now, it can be said that Meiji has made a great contribution to this industry.

In 2003, the Magic brand was founded in Guangzhou. In the early days, facial masks were still at the stage of special care products in China, that is, facial masks were a supplement to traditional skin care products and were an enhanced type of care in terms of efficacy. Meiji, founded by She Yuyuan, played a key role in the transformation of facial mask category from "special care products" to "fast-moving consumer goods", and also promoted the rapid development of facial masks as fast-moving consumer goods in the cosmetics industry. The most noteworthy of these is the single-piece sales model pioneered by Meiji. At that time, Meiji’s colorful series had 15 SKUs available in Watsons and other channels, priced at RMB 10 per piece. It can be said that the Meiji Colorful Series is a landmark product in the transformation of facial masks from special care products to fast-acting products.

After several years of hard work, Magic has thrived in the Watsons channel, which just met Watsons' demand for sheet masks. Watsons also contributed 70% of Magic's overall sales at one point. In 2013, Magic’s retail sales in Watsons channels reached RMB 467.5 million. Magic has also become an important driving force for Watsons to strengthen and expand its facial mask category. In 2012, Meiji's sales reached 1 billion yuan.

In September 2010, Magic Holdings was listed on the Hong Kong stock market, becoming the first listed company in the facial mask industry. This shows how successful Magic is in making facial masks. In August 2013, L'Oréal Group announced the acquisition of Magic for RMB 5.1 billion, equivalent to half of its sales in China in 2012, making it the largest merger and acquisition in China's daily chemical market. The marriage of China's first facial mask stock to L'Oreal has also caused many people in the facial mask industry to sigh with regret. However, according to official disclosure from L'Oréal, Magic is still the largest facial mask brand in the Chinese cosmetics industry and even in the world.

One Leaf

Comment: China's fastest growing facial mask brand

When talking about the growth rate of facial mask brands as fast-moving consumer goods in the cosmetics industry, one brand that cannot be avoided is Yiyezi, a brand under Shangmei Company. In terms of sales growth rate alone, no one can match Yiyezi.

One Leaf's full-scale market penetration officially began in January 2015. This brand, which focuses on the concept of "fresh facial mask", has grown rapidly with the advertising promotion of 400 million yuan throughout the year and rapid channel layout. According to public data from Shangmei, Yiyezi achieved retail sales of 1.9 billion yuan that year.

To achieve such a huge retail share in the first year of listing is something that neither Meiji nor Kecai can do. Although it is a brand that Shangmei invested huge amounts of money to create, it is reported that Yiyezi started to make profits in June this year after 17 consecutive months of losses.

Data shows that in the first quarter of 2016, One Leaf sold 98 million yuan through Watsons channels, becoming the number one facial mask brand in Watsons, exceeding Meiji by 36%. In terms of online channels, according to data from Alibaba Business Advisor, One Leaf ranked first on Tmall's beauty and skin care best-selling list in June; its repurchase rate on Tmall reached 35%, which is three times the average repurchase rate on Tmall.

But Yiye's dream is far from stopping here. In June this year, One Leaf expanded from facial mask category to enter the field of skin care products and was successfully listed on the market, which received a huge response. Driven by skin care products, Shangmei plans to achieve a retail sales of 10 billion yuan for Yiyezi in 2018 and surpass Hansu in terms of collection amount.

However, just from the current data, we can know how many firsts One Leaf has won: the best-selling facial mask brand in Watsons, the facial mask brand with the most advertisements, the facial mask brand with the fastest growth rate...

Pretty Ten Years Old

Comment: A facial mask creates a new channel

From 2014 to 2015, nearly one and a half years, the explosion of micro-businesses has greatly promoted the market education and penetration rate of facial mask products. When the development momentum of WeChat business was the strongest, data showed that there were more than 10 million WeChat business practitioners in China, of which about 70% were selling cosmetics, and more than 90% of those selling cosmetics were selling facial masks. The circle of friends is full of micro-business information about Fan Bingbing applying 700 facial masks a year. Consumers are receiving education every day, and brands are also using micro-business to promote themselves for free.

So, who was the first facial mask brand to take advantage of WeChat business? Qiao Shisui!

Wu Bin founded the Qiao Shisui brand in 2013 and opened its first counter in Beijing’s CapitaLand Mall at Taiyanggong in March of that year. Sales in the first month were less than 10,000, and only around 20,000 in the second month. However, Wu Bin gave the Qiao Shisui facial masks to his friends for use. After obtaining Wu Bin's consent, these friends began to sell them on WeChat Moments, which inadvertently made Qiao Shisui popular. It was also because of Qiao Shisui that she suddenly became popular by selling facial masks on WeChat Moments. And it experienced a boom after 2014.

In this way, Qiao Shisui was recognized as the "ancestor of facial mask micro-business." Data shows that by 2014, Qiao Shisui claimed to have annual revenue of over 1 billion.

Since then, countless brands that originally had no sales and no fame have made their first pot of gold with the help of WeChat Moments. The craze of micro-business among the whole nation has also greatly promoted the market penetration of facial mask products. Do you still remember Sibu, which claims to have a monthly turnover of 2 billion yuan?

Yu Ni Fang

Comment: The No. 1 facial mask brand in online channels

Yunifang is a well-known Internet facial mask brand under Hunan Yujiahui Technology Co., Ltd. It opened its first online store on Taobao in 2006. By 2014, the parent company of Yu Nifang achieved a sales volume of 1 billion yuan, with an average annual sales growth rate of 90%.

In 2015, according to Star Map data, Yunifang ranked first among brands in online facial mask sales, with a market share of 5.9%. This is 2.2% more than the second-ranked Membrane Family. At the same time, most of the top 10 brands are traditional offline brands. Focusing on the facial mask category, Yu Nifang also ranks first among online brands. In the list of "Top 50 Chinese Cosmetics Brands in 2015" released by hzpgc.com, Yunifang ranked 16th, becoming the number one Internet cosmetics brand in the list.

It is particularly worth mentioning that Yu Nifang achieved such success mainly by relying on the "mud mask" category rather than the larger facial mask. This makes the achievements of Yu Nifang even more precious. Even the relevant person in charge of Yunifang has publicly stated that facial masks account for 69% of the online sales of facial masks.

Yu Nifang’s parent company received two rounds of financing in 2012 and 2014 respectively. Since July 2015, Yu Nifang has also entered the CS channel and Watsons, penetrating from online to offline.