On May 12, the highly anticipated 27th China Beauty Expo (CBE) commenced at the Shanghai New International Expo Center. As a premier event in China’s beauty industry, the Shanghai CBE has become a stage for companies to showcase their strengths. What new strategies and innovations did JALA Group bring to this year’s competition?
Debut of Seven Brands with Focus on Infant Care
At 9 a.m., the signature "JALA Blue" dominated Hall E1. The booth, designed in a square layout, featured entrances dedicated to seven brands—CHANDO, MAYSU, Spring Summer, BOTANICAL WISDOM, Biorrier, ASSASSINA, and imine—each showcasing their core products and brand DNA. The central area highlighted JALA Group’s decade-long research on its patented ingredient HiMurchaSin, narrating its scientific journey.
At the CHANDO booth, "Treasures from the Himalayas" were on full display, including the iconic CHANDO SNOWY REGION LOTION (cumulative sales exceeding 80 million bottles over a decade), the fifth-generation CHANDO TIME FROZEN ESSENCE infused with HiMurchaSin, the scalp care series, and the Men’s HIMALAYA ENERGY line. Dr. Chen Juanling, General Manager of Public Affairs at JALA Group, emphasized, "CHANDO consistently harnesses natural ingredients for efficacy and cutting-edge technology for quality."
MAYSU, inspired by "space anti-gravity," spotlighted its MAYSU PLUM BLOSSOM MULTI-REJUVENATING CONCENTRATE CREAM (Space Cream). Other highlights included BOTANICAL WISDOM’s multi-functional sensitive skin care, Spring Summer’s tech-infused botanicals, Biorrier’s targeted skincare solutions, and ASSASSINA’s niche artisanal fragrances, offering visitors a unique olfactory journey.
A standout debut was imine, JALA Group’s first infant skin science brand. The name "imine" derives from Confucian philosophy, symbolizing "cherishing others as one’s own." The packaging, inspired by Tibetan Mani stone piles, embodies Himalayan heritage, while the brand philosophy focuses on addressing infant skin concerns like dryness and eczema through medical collaboration.
imine’s Brand Exhibition Booth
According to Euromonitor, China’s infant care market is projected to reach 46 billion yuan by 2026, with a 7.6% CAGR. Recognizing the gap in efficacy-driven infant care, JALA Group launched imine in 2016. Co-developed with global medical experts, the brand addresses issues like chapped skin and childhood acne through products such as the Infant Anti-Chapping Cream, combining clinical validation with parental trust.
Medical collaboration is critical for infant care, as parents inherently trust healthcare professionals. By partnering with doctors, imine not only validates product efficacy through clinical trials but also strengthens brand credibility among its target audience.
With the launch of imine, JALA Group expands its portfolio to include infant care, complementing existing categories like skincare, makeup, haircare, fragrances, and men’s grooming. This strategic move solidifies its transformation into a comprehensive beauty conglomerate.
Innovative Chinese Ingredients and Technological Advancements
China’s beauty market has evolved from channel-centric strategies to a technology-driven era, evident at this year’s CBE where companies showcased robust R&D capabilities.
As a digitally-driven biotech beauty enterprise, JALA Group embeds technology into every brand and product. Take HiMurchaSin, a Himalayan-inspired "super yeast" developed over a decade. This breakthrough ingredient powers the upgraded CHANDO TIME FROZEN ESSENCE, which topped Tmall’s "Anti-Aging Liquid Essence" chart during 2022’s Singles’ Day, selling over 230,000 units.
Another flagship innovation is CHANDO EFFICACY FREEZE-DRIED MASK, utilizing second-generation lyophilization technology. Combined with patented Type III Recombinant Collagen and HiMurchaSin, it targets multiple repair pathways to deliver gentle anti-aging benefits for sensitive skin.
Innovations like HiMurchaSin and Type III Recombinant Collagen stem from JALA’s relentless R&D focus. The Group now pioneers three global technologies: 3D Skin Cell Models, Epigenetics, and Space Skincare Tech, supported by six research platforms covering consumer insights, skin science, ingredient development, formulation, packaging, and sensory testing. These efforts aim to deliver premium products while promoting Eastern aesthetics worldwide.
"Cloud Expo" Connects Tens of Thousands of Stores
While advancing R&D and product quality, JALA Group prioritizes scientific engagement with consumers and partners. At CBE, it introduced a Cloud Store Livestream experience, bridging online and offline interactions.
The livestream, running 24/7 on JALA’s official channels, featured real-time expo coverage, interactive segments like "BOSS Challenge," and behind-the-scenes insights from technical experts.
On the afternoon of May 12, Li Huihua, Co-Founder of Qingyan, joined Dr. Chen Juanling in the livestream. Over an hour of dialogue, Li praised JALA’s product excellence and its role as a "national brand" showcased at events like the World Expo and Boao Forum.
Li Huihua (Left) and Chen Juanling (Right)
While livestreaming at expos is common, JALA’s approach holds unique significance. The Cloud Store serves as a digital transformation hub, empowering 42,000 stores to evolve from traditional "sit-and-sell" models into digital super stores, driving business growth.
Consumers can purchase expo-exclusive products via nearby stores through the Cloud Store livestream. This integration of expo marketing and offline sales is rare in the industry, earning JALA accolades from peers.
"2023: Boldly Pursue Growth"
"2023 is not about survival—it’s about bold growth," declared Zheng Chunying, Chairman and CEO of JALA Group, at the March 1 Offline Agent Growth Conference.
For JALA, growth transcends financial metrics; it hinges on enhancing corporate capabilities through R&D, product innovation, brand strength, and channel optimization.
On China Brand Day (May 10), Zheng Que, General Manager of JALA’s Emerging Business Division, shared the brand’s story on People’s Daily’s Douyin livestream. Recently, CHANDO relaunched its "Himalayan Origin Tour," planting 1 million square meters of green barley grass in Shigatse on April 27 to honor its roots.
"Never forget why you started," reflects JALA’s ethos. From Himalayan initiatives to CBE showcases, the Group remains committed to merging cutting-edge technology with Eastern aesthetics, building a world-class brand rooted in China.
