妆食同源 is a trendy concept this year in China. It means the ingredients in skincare and cosmetics products come from natural materials in your food, sort of like the “Superfood beauty” concept in western markets.
Brands are also adapting this concept. Last year in April, The Coca-Cola Company launched a collagen peptide drink targeting Chinese female consumers, to aid sleep and improve skin condition.
Japanese lactobacillus drink brand Yakult went further and launched a skin care product line last July on Tmall Global, using probiotics to balance skin microbiome.
On the other hand, beauty brands are also entending the product lines to healthy food. Chinese leading hyaluronic acid (HA) manufacturer Bloomage Biotech just got approval for listing “sodium hyaluronate” in food material by Chinese government. In Feb, Chinese healthy food brand WonderLab launched a new HA jelly sugar with Bloomage’s technology. In March, Bloomage itself launched an HA drinking water containing 0 sugar/fat/calories, but only water and HA.
Chinese consumers are paying more attention to healthy living lifestyle, especially after COVID. I believe there are great opportunities for both F&B and beauty brands. Looking forward to seeing more creative products in the future.
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