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Fan Bingbing Reboots Beauty Brand

Fan Bingbing appears at a Fan Beauty Secret event. Fan Beauty Secret
Fan Bingbing appears at a Fan Beauty Secret event. Fan Beauty Secret

Chinese superstar, Fan Bingbing, this week took to Weibo to announce the reboot of her beauty brand, Fan Beauty Secret.

The brand was founded in 2018, the same year the movie star was forced into a lower profile following a tax evasion scandal. The brand started with a 2,399 yuan ($370) much-hyped radio frequency cosmetology tool and then expanded to more accessible skincare products, such as sheet masks and serums.

The brand hasn’t disclosed its sales revenue, but according to domestic news reports, in a single livestream session in 2019, Fan Beauty Secret sold 180,000 items in 20 minutes, with a gross merchandise value (GMV) of  14 million yuan ($2.16 million).

Although Fan’s public exposure remains more limited than it was pre-scandal, her influence in China when it comes to beauty products remains strong. She currently has 64.17 million followers on Weibo and 12.37 million followers on Xiaohongshu, where audiences particularly respond to her beauty tips.

Fan Beauty Secret has re-registered its accounts on Weibo, WeChat and Xiaohongshu, as well as changing the names of its e-commerce flagship stores on Tmall and Douyin, both of which are due to officially relaunch at the end of this month.

Though Fan is a famed beauty and her brand is well-known and respected, the arena it enters in today’s China is a far more competitive place than it was a few years ago, and grabbing market share from an ever-growing number of fast-rising C-beauty brands is unlikely to be easy.

Further Reading: Influencer Beauty Brands Are Trending in China

China’s influencers are the latest cohort to challenge long-dominant international players for a share of the world’s second-largest beauty market.

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