Crafting a Market-Driven Skincare Brand

Building Zhuben:

From Concept to Success in a Brand Rooted in Eastern Wellness

Zhuben (逐本) is a Chinese skincare brand focused on cleansing and nourishing products inspired by Eastern wellness philosophy. Since its founding in 2016, I have supported Zhuben’s founder—a close friend—in identifying beauty product opportunities that resonate with market demand. Drawing from my unique concept for my brand Peau de Fée, we developed the idea of a competitively priced makeup remover oil infused with aromatherapy and 100% natural oils—a unique approach that quickly became Zhuben’s signature offering. By 2020, Zhuben’s total GMV exceeded 200 million RMB, marking a 450% increase from 2019, with over 80% of sales driven by the makeup remover oil, which sold more than 3 million bottles to over 2.1 million customers.

Till today, Zhuben has been recommended by over 90% of top stores on Taobao, consistently holding the number one spot in the makeup remover category on Douyin with a market share of up to 40%, and achieving the top sales position on Tmall for three consecutive years. ( Source: Sohu China)

Zhuben’s journey from concept to success reflects its commitment to quality, innovation, and an understanding of the modern beauty consumer’s needs. I’m proud to have played a part in helping my friend establish a brand that meets emerging market needs and has achieved substantial growth.