Dewy Lab showcases “clean beauty revolution” in Chinese markets

23 May 2022 --- Dewy Lab, “China’s first clean beauty brand,” has completed three rounds of funding in one year since its launch, lauded as a testament to the rise and growth of clean beauty in China.

It has raised more than US$10 million in its latest round, led by premier investment firm Huachuang Capital followed by China’s “largest lifestyle content platform” Xiaohongsh. 

“[Dewy Lab is] endorsed by China’s top capital and consumer goods platforms. Looking into the future, it will maintain excellence in all aspects of research and development (R&D), product innovation and marketing. It is committed to long-term brand development through all platforms and channels distribution and expansion into overseas markets,” shares the brand. 

Sensitive skin care labels
The Chinese market entered the clean beauty trend through its sensitive skincare community, indicates Dewy Lab. 

“The clean beauty revolution first began in Europe and North America in 2015. By 2021, it has reached more than 20% of the global beauty market, with many notable brands such as Drunk Elephant, Lush and Farmacy,” shares the brand. 

However, clean beauty “is now the hottest focus in the industry.”Clean beauty is now the hottest focus in the industry, according to Dewy Lab. 

In 2018, China witnessed the rise of “ingredient-conscious” consumers. Chinese consumers began to consciously choose skincare products that were less irritating and more effective after becoming aware of sensitive skincare alternatives. 

The brand notes that a large proportion of Chinese consumers believe clean beauty products to be safer than regular beauty products.

“There are about 200 million Chinese women who have sensitive skin, and more than 90% of them wear daily makeup. It is only natural that the cosmetic market is shifting toward sensitive skincare products, a trend that has fueled the rapid growth of Dewy Lab,” adds the brand.

Skyrocketing revenue
Dewy Lab first debuted its “Makeup for Skin Lover” sloganed collection in January last year. The products were labeled to be user-friendly, life-friendly and environmentally friendly. 

“Within a year, Dewy Labs’ popularity and revenue skyrocketed. Its online sales exceeded US$5 million within six months and went up to US$50 million in one year, with more than 100,000 registered accounts,” shares the brand. 

Dewy Lab notes that its most significant customers are young women aged between 25 to 35 years old. They have also shown “extremely high” brand loyalty. 

“During the same period, the brand has established its reputation in three areas: foundation cream, loose powder and concealer, with monthly sales of up to US$5 million and over 200 RMB (US$30) per customer transaction.

Dewy Lab holds numerous formula and application patents, such as TC-Summit technology which replaces the “controversial and harmful D5 (Cyclopentasiloxane)” used in foundations. Dewy Lab foundation cream also received the 2021 ELLE Beauty Award. Another patent includes Velv-Rime ingredients that replace “carcinogen talcum powder” often used in loose powder. 

R&D challenges for purity
Starting from the launch of Dewy Lab, it recruited scientists with backgrounds in international institutions such as the University of Pennsylvania and Cambridge University to develop a Dewy Lab Clean Beauty Standard (DCBS).Using DCBS Dewy Lab has eliminated ten categories and more than 70 controversial cosmetic ingredients from its products. 

“Using this rigorous set of standards, Dewy Lab has eliminated ten categories and more than 70 controversial cosmetic ingredients from its products,” says the brand. 

“The challenge of clean beauty is balancing pure ingredients and great efficacy. Dewy Lab sees R&D as the driving force behind product innovation. Its investment is far above the industry average level.” 

The brand explains that in 2022, Dewy Lab established a lab with Shanghai Jiao Tong University, one of China’s top universities, to further research and technology development of clean beauty product ingredients. 

“It has also collaborated extensively with global ODM leader Intercos Group to create exclusive clean beauty formulas.” 

Dewy Lab acknowledges that there is no global consensus on the definition of Clean Beauty. 

However, it suggests that the concept originated with the company Goop by Gwyneth Paltrow – describing it as “a non-toxic product that is made without a long, ever-evolving list of ingredients linked to harmful health effects.” 

Edited by Venya Patel