On August 15, Beneunder’s customer service stated that the company is operating normally, and that recent structural changes are part of a routine organizational rejigging. The PR department remains, and a new Public Affairs Department has been established, with recruitment ongoing. Founded in 2013, Beneunder initially focused on sun protection umbrellas for young women and later expanded into sun protection clothing. Last year, Jay Chou was announced as a brand ambassador, followed by Yang Mi this year. According to China Insights Consultancy, Beneunder became China’s top sun protection clothing brand in 2021, with a market share of 5% in total retail and 129% online. On August 14, it was reported that Beneunder had dissolved its branding department, with PR staff leaving and the marketing department merging into the sales department.