Source: Nanzao. com
In the post-epidemic era, consumers are paying unprecedented attention to safety products. With the widespread penetration of the "ingredient party" of beauty cosmetics, "ingredient safety and transparency" has also become a strong appeal. Hua Xikou, who has been focusing on cultivating pure beauty cosmetics for more than 10 years, has found in years of market research and consumer insight that the whole industry has not clearly defined pure beauty cosmetics, which makes it difficult for consumers to understand and distinguish, and the cost of brand promotion and market education is high. Coupled with the lack of uniform standards in the industry, resulting in pure beautyChinaThere is great resistance to the development of.
Hard core standard: the first oneChinaGeneral rules for the specification of pure beauty cosmetics
asChinaOn July 10th, 2022, MCL Huaxikou, the benchmark brand of pure beauty cosmetics, was jointly released by Guangdong Cosmetics Society and 14 industry research institutions.ChinaThe first CLEAN BEAUTY Pure Beauty Group Standard (hereinafter referred to as the "group logo"). This standard stipulates the basic principles, design stage, production stage, packaging stage, storage and transportation stage, use stage and other stages of pure beauty in cosmetics, and truly traces the purity standard to every stage of the product (including raw materials and formula design, production, packaging, storage and transportation, instructions for use, recovery and traceability).
In the group logo, the basic principles of pure beauty are clarified: pure beauty products refer to cosmetics that are open, transparent and traceable, responsible for human health and safety, friendly to the environment and animals, and bear humanitarian and social responsibilities throughout the product life cycle. Moreover, pure beauty cosmetics are suitable for the risk control of the whole process of cosmetics (including design, production, packaging, storage and transportation, use and other stages) from design to final disposal.
Du Zhiyun, president of Guangdong Cosmetics Society and drafter of the group standard, said that the establishment of pure beauty standards initiated by MCL Huaxikou was driven by the market demand. The society adhered to academic and scientific rigor and established a team of experts to strictly control the quality of the standards. It is expected that more enterprises, efficacy institutions and so on will participate in the formulation of standards, and it is also expected that the standards of pure beauty will be true.implementEvery detail makes consumers really feel its connotation.
The birth of the pure beauty group logo is not only the firstChinaThe general rules of pure beauty are also a new milestone in the field of pure beauty.
Pure practice: the principle of pure beauty with practical actions
Nowadays, consumers pay more attention to the safety of skin care products, and their attitude towards skin care is more cautious, pursuing professional, scientific and transparent skin care concepts. For beauty products, due to the complex ingredient formula, strong professionalism, different efficacy from person to person, and the confidentiality of research and development, the detailed ingredients have not been fully recognized by consumers, and because of this, the safety of cosmetics has always lacked an effective communication mechanism.
Many consumers think that pure beauty is the key words of "natural" and "zero addition", which is the cognitive limitation of pure beauty; Like the concept of "natural", the source of its natural ingredients, the proportion of ingredients, whether to use non-genetically modified raw materials, the safety of synthetic colorants and odors, and the emulsifiers and preservatives in products, containing natural ingredients does not necessarily mean that cosmetics are safe and healthy.
There are tens of millions of brands of Clean beauty in the market, but because the actual efficacy can’t meet the needs of consumers, there are big problems in product safety and product skin feeling, and more of them are "fried concepts", and the product formula and concentration are relatively opaque. There are very few products that can really withstand pure beauty.
When we talk about pure beauty, what are we talking about? Nontoxic and harmless to the skin? What are the real needs of consumers? Product technology, pure raw materials? Does the efficacy of pure skin care products need more real data and basis?
Xiao Su, the founder of MCL Huaxikou brand and the initiator of the group standard of pure beauty, pointed out that "pure beauty is not a single latitude, but a rigorous skin care system. When we talk about purity, we improve it from the upstream and downstream process system of pure products. "
In the league logo, the clear definition of pure beauty is: In the field of cosmetics, Clean Beauty is based on the concepts of openness, transparency, traceability, responsibility for human health and safety, environmental friendliness, kindness to animals, social responsibility and humanitarianism, and its risks are strictly controlled from design, production, packaging, storage and transportation, use and other stages to reach the standard of Clean Beauty.
Han Jiezan (Xiao Su), founder of MCL Huaxikou brand and founder of pure beauty group logo
Product confidence: doingChinaBenchmark of pure beauty cosmetics
Ten years ago, MCL HuaXiKou founded the brand with the original intention of being "the purest cosmetic in the world", with purity as the heart, scientific research as the foundation, and oriental flower planting as the core, bringing the pure skin care experience with extreme safety, excellent efficiency and pleasant senses.
In 2019, MCL Huaxikou took the lead in introducing the concept of Clean Beauty into China, and from 0 to 1, under the condition that the industry and even the world have not yet established a unified standard of pure beauty, it created a new pattern of pure skin care with oriental characteristics.
Up to now, MCL Huaxikou has established four initiatives: creating the first "Five Principles of Clean and Pure Skin Care" in China; Create the first [2000+Never List list list of prohibited raw materials] in China; Release the first "Clean Beauty Pure Beauty Green Paper" in China; Drafting the first "Clean Beauty Group Standard" in China, and defending the high standard of pure beauty in China with practical actions.
Different from other skin care products, MCL Huaxikou ensures that the products achieve excellent efficacy under the premise of extreme safety. Its pure and well-documented composition, clinical efficacy commitment and environmental protection symbiotic packaging materials have passed the certification of beautiful practice, green safety/fish testing green fish quality, and have been verified by human efficacy tests of third-party authoritative institutions such as SGS. Won the awards of ELLE/COSMO/ Ruili, the three authoritative beauty media, such as pure skin care model.
On the future road of beauty, ensuring health, safety and sustainability is the peak that the beauty industry must cross, which will eventually become the general principle of the beauty industry in the future and become a solid foundation for the industry to move forward.
MCL Huaxikou is not only a brand, but also the first practitioner of pure beauty in China, and promotes the development of pure standards in the whole industry with real actions.The standardization of pure beauty standards is a collision between research and practical application. This feasibility standard of pure beauty not only provides professional and effective practical reference for the developers of pure beauty industry, but also guides consumers to correctly understand pure beauty and promotes the industry to continuously improve the quality and safety of cosmetics.
