The rise of independent domestic brands marks a significant shift in China's skincare industry. Amidst this evolution, East Beast stands out with its audacious pricing and unique approach. Unlike many local brands that cater to the mass market, East Beast has boldly ventured into the high-end segment, challenging the dominance of international giants like Lancôme and Estée Lauder.
Bold Pricing and High-End Focus
Founded in 2020 by former L'Oréal France product manager He Yi and Dr. Bai Yanjing from L'Oréal China's innovation lab, East Beast has made a name for itself in a remarkably short time. Their product range includes cleansing series, serums, creams, and hand creams, all priced significantly higher than most domestic brands. For instance, their 30ml Reishi Essence is priced at 808 RMB, and the 35g King Mushroom Mask Cream nearly reaches 900 RMB.
This bold pricing strategy is not without reason. According to iiMedia, China's skincare market is thriving, with an estimated market size of 280.4 billion RMB by 2023. This prosperity allows local brands like East Beast to explore the high-end market with newfound possibilities. Moreover, the mature and rational consumption habits of China's younger generation create a supportive environment for premium pricing.
Embracing Local Herbal Ingredients
East Beast differentiates itself by moving away from the obsession with imported ingredients, instead embracing the rich heritage of Eastern herbal medicine. This approach resonates deeply with the growing trend of integrating local culture into high-end products. Similar to how perfume brands like Guansummer and Wenxian reinterpret traditional Chinese elements, East Beast focuses on unique herbal ingredients sourced from diverse regions across China.
Their products feature ingredients such as matsutake from Diqing Plateau, reishi mushrooms from Jinzhai, Pu'er tea from Lancang, black roses from Dali, and barley from the Three Parallel Rivers region. By incorporating a high concentration of Reishi Mushroom Cell Oil (30%), East Beast not only increases product costs but also raises the trustworthiness of local skincare brands.
Integrating Biopharmaceutical Technology
East Beast's commitment to using biopharmaceutical technology to explore the active properties of herbs sets it apart. They aim to reintroduce these familiar yet mysterious herbs into everyday life, turning them into genuine skin-healing remedies. Their branding emphasizes the wisdom and creativity of using herbs in daily life, making them relatable and desirable to younger consumers.
East Beast goes beyond products, creating a cultural narrative that deeply connects with their audience. They emphasize the local culture behind each herb, bringing stories of people and their traditions to the forefront. For instance, their annual "Herbal Healing City" tour exhibition in Huamei imagines the potential of herbs and connects their origins with urban culture.
Deep Cultural Engagement
East Beast also publishes a branded magazine that accompanies each product shipment. This magazine is not just a product catalog but a thoughtfully curated publication exploring various themes. Each issue delves into different aspects of nature, culture, and human connection, providing readers with a rich, immersive experience.
For example, one issue transitions from "healing" to "healers," highlighting the shift from herbs to human connections. Another issue focuses on seeds, land, and people, presenting the transformative effects of "seeds, cycles, women, and inspiration."
Through these publications, East Beast captures the imagination of diverse individuals, from designers and artists to cultural enthusiasts and traditional artisans. This deep engagement ensures that their brand magazine is not just trendy but a meaningful cultural artifact.
Sustainability and Long-Term Vision
Sustainability is at the core of East Beast's philosophy. They propose sustainable solutions from packaging, such as replaceable containers and recycled materials, to sourcing natural ingredients responsibly. They also establish long-term agreements with local suppliers, ensuring sustainable development for both the brand and the ingredient sources.
Moreover, East Beast collaborates with the Beijing Contemporary Art Foundation to support rural women and children, protect minority cultures, and promote traditional Chinese cultural diversity. This commitment to sustainability extends to encouraging users to creatively repurpose product packaging, fostering a community-driven, sustainable lifestyle.
East Beast's dedication to sustainable beauty is a reflection of their respect for nature and tradition. They highlight the careful practices of local mushroom foragers who preserve the ecosystem while harvesting matsutake. This respect for nature is mirrored in East Beast's approach to product development and community engagement.
Their initiatives, such as exhibitions and community events, bring the brand closer to everyday life. For instance, their "Sustainable Travel" experience invites consumers to explore eco-friendly living solutions. Another project, the "Riding and Changing" journey, encourages urban dwellers to exchange old books for new inspirations, promoting healing and discovery within the city.
A Unique Brand Narrative
East Beast's unique approach of combining brand, culture, and sustainability resonates deeply with young consumers. Their efforts to engage with users through storytelling, exhibitions, and creative projects create a strong emotional bond, making the brand more than just a skincare label.
Ultimately, East Beast's journey exemplifies the potential for local brands to break free from the stereotype of "affordable alternatives" and carve out a space in the high-end market. By integrating deep cultural narratives, innovative biopharmaceutical technology, and a steadfast commitment to sustainability, East Beast is redefining beauty with an Eastern touch, inspiring a new generation of consumers to embrace and appreciate the richness of their own heritage.
