C-Beauty Brand Comfy Bets On Chinese Consumers’ Rising Ingredient Awareness


Chinese skincare brand Comfy has joined forces with local media production house Xinshixiang and A-list livestream host Li Jiaqi to launch a film series named “China Ingredients.” The first episode is a retrospective of the rise of the label — including the development of its patented recombinant collagen ingredient — and how it is leading domestic skincare brands to compete on a global stage.

With Li Jiaqi’s huge influence on Weibo, Comfy has gained significant online traffic. Photo: Comfy’s Weibo

Netizens’ Reaction

Thanks to Li Jiaqi’s huge influence among Chinese beauty enthusiasts, the film received a high level of social engagement, recording over 20 million views within four days on Weibo. In addition to the ingredients, the tour of the brand’s R&D department also appealed to viewers. According to the comments on Weibo, the film has won over skincare lovers who attach great importance to product ingredients and want to support local beauty brands. 


The video capitalizes on Chinese shoppers’ growing interest in beauty product ingredients. On Xiaohongshu, a search for “成分党” (which translates to those who are keen on exploring product ingredients) yields nearly 90,000 posts. 

According to a research report by CITIC Securities, the market for functional skincare products is growing rapidly. The report predicts that the sales volume of functional skincare products in China will increase from $13.49 billion (95.2 billion yuan) to $32.56 billion (229.8 billion yuan) from 2021 to 2026, with a compound annual growth rate of 19.3 percent.

Local consumers’ growing desire for effective ingredients also means that the cosmetics industry will need to invest more in research and product development. At the same time, it is important to properly communicate product functionality to consumers who are not as knowledgeable about ingredients; this is where Comfy’s partnership with livestream host Li comes in. How will the approach pay off? The upcoming 618 Shopping Festival will tell.


Beauty, Marketing