PCHi 2026: Coachchem launches all-in-one hair care ingredient
24 Mar 2026 | Coachchem
Coachchem unveiled the EffeMix – Wukong CC ingredient at PCHi (Personal Care and Homecare Ingredients) in Hangzhou, China, positioning it as an all-in-one solution for hair care. Drawing on Sun Wukong, the Monkey King of Chinese mythology, the launch reflects the company’s strategy of pairing science-backed formulations with visual storytelling — an approach it says resonates with Chinese consumers. The ingredient debuted alongside three additional products, all approved by China’s tightly regulated FDA.
This is Sabina Waldeck for Personal Care Insights at PCHI 2026.
I'm joined by A Goh, director of research and development at Coachchem.
Welcome.
Thank you.
So you launched a new ingredient here at PCHI.
Can you tell me about that?
Yes, we launched a, a brand new FMX Wukong CC, which was for, scrap care for hair growths, something like this.
We, we know that in the market there are, there are a lot of scrap, , care, hair care, a lot of things, but we want to do something different.
Like we want to just, one thing, one ingredient.
To make the hair growth, to make the scrap protection, and to get rid of the inches, something like that, or just do the oil control.
So we just launched this one.
So we call it Wukong.
Wukong is the famous mountain king in Chinese classic novels, so.
Because, because the monkey has a lot of, hairs, so it's for the hair growth something like this.
We launched this one, PCHI for the first time for global launching.
And we want to, to, promote these products all over the world because, you know, you, you know, a lot of people, they want their hair become more and more and better, and this is our new products.
Mhm.
And what other ingredients are you also showcasing here at PCHI?
Yes, So Coachcam is a very, very innovation company in the whole industry.
And every year we launch several new products.
And this year, we launched 3 new products which were registered in China's FDA, which means we can just sell it in China's FDA, China's market or and, all over the world.
Word.
So the first one we call it analog qingzhao.
This is a new, this is an update of a, of a, a biological molecule, and this one, can be used in different skincare, products.
It has different cury like, antioxidants like repair, like, anti-inflammatory, and the Most important important is that this molecule has no smelly at all because the original molecule smelly like this like this so nobody likes the smelly, OK, and the stability become much, much better.
So this is a new thing we call Qingzhao.
Qingzhao is a Chinese lady writer for poem which is very famous in China and we gave the name.
We want to, we want, we wish that the name could, , give more, , a culture or art inside of this product.
OK, so this is for, Qingzhao.
Mhm.
And sorry, you mentioned that, the Chinese, like it got approved by Chinese FDA.
There are quite strict regulations when it comes to cosmetics.
How could you, could you talk a bit about that process?
China's FDA is.
I think the most strict policy regulation, blah blah blah blah thing in the world.
So every time we want to use some new ingredients in cosmetics, especially in China, we need to do a lot of testing, testing, testing, a lot of paperwork, uploaded to the, government, to the, to the, , detector, to something like, like this, the government, and they just.
It doesn't need a lot of a long time for review all the things and maybe finally they just no, it's just say reject.
So, to make the product register in China's FDA is a huge of work.
We are glad that we choose this molecule, have some, sometimes lucky, so, yes, we got approved.
So we are lucky and we want to.
To make the products to the to the market and like more and more customers know it and use it.
Yeah.
And the other two ingredients that you're, yeah, sure, of course, as I mentioned, we just launched three new things, OK.
The second one, we call it a DHM, so it's a new, it's a molecule from a plant.
Mhm.
Thousands, hundreds of thousands of literatures that have research on this molecule.
But before us, this molecule cannot be produced massively.
It can only be used in laboratory for small scale like a gram scale and we just, , improve our progress, our process, so we can get this molecule.
At a, at a very reasonable price, so the efficacy is so good and a lot of literature that demonstrated, demonstrates the efficacy and the price, it's going down.
So I think it's the most cost efficient cost of material for antioxidants, for anti-inflammatory, for the, , for the cosmetic industry.
And the third one we call it a penetration enhancer.
So this is, this is not a this is not an active ingredient.
It's a, it's like a, make a, make the penetration.
More efficiently.
So we can call the enhancer.
OK, so this molecule.
At the two ends, it dissolve in water in the middle, dissolve in oil.
So actually it's a bipolar molecule, something like this.
So you can just bring water soluble molecule into the oil phase or bring oil soluble molecule to the water phase.
So that means, the molecule can bring other things into your body more efficiently.
So That means you don't need to higher the dosage of other active ingredients.
You can just lower other active ingredients and add some penetration enhancer to make the same sa.
That means you save your money.
And.
There's a low risk of any irritation.
Perhaps caused by other ingredients.
So this is our design philosophy.
Hm.
And how does or how do these ingredients and particularly the new launch adhere to specifically Chinese beauty consumer demands?
I think, China's market is the second largest in the world, so.
And the Chinese customer become more and more smart, more and more, knowledgeable.
So for us, we need to make our thing more and more signs, fancy, and with some art, and we have a slogan like beauty, protection, innovation with the soul.
So every ingredients we have, we produced with the soul and with the story and also with the figure.
So this is what we do.
So we want to tell the customer.
Chinese customer and also other other countries customer like that's coach camp's ingredients, it's not just some geek thing.
It has some soul in it.
If you use this thing, you can feel, you can feel the humanity of our of our coach camp.
You can feel the humanity, of the ingredients.
So this is what we are doing now.
Yeah, and then how do you expect the Chinese beauty market to evolve in the next 5 years?
OK.
So, We said that hm China has a lot of, good company, but I want to say that Coachcam is not a typical Chinese company who provides something low quality and a low price.
We provide the Market with world class quality products with a reasonable price.
This is what we do, and we use the profits to make more and more R&D, so more and more innovation.
We launch new things every year.
So this is what we do, but We are still, we have still some distance with the international giant like the BASI like DDSM because, the international giants.
They just created this industry, so we, we cannot just in 20 years to to to to to or or beyond them.
So we want to step by step and first we follow it's OK, it's OK.
Then we just launched the new thing this year, next year.
So customers all over the world can see cochain, year by year we make progress, we make new things.
Finally.
They will just acknowledge that coach camp is a World class innovation company.
And also, There are a lot of, , lot of, , Chinese company just like us.
But in different phases.
So I believe that in the past five years, China will, will appear.
Several Very interesting companies just like Coach Camp who provide something very, very new and maybe all over the world could just recognize like Coach can equal to China's innovation, world-class innovation.
So I have the very confidence with that and I'm working hard with that.
Thank you.
