Mistine embraces opportunities in Chinese market under BRI

Following 35 years of success in Thailand, Mistine, a renowned cosmetic brand, has seized the opportunities presented by the Belt and Road Initiative to enhance trade relations between China and the countries and regions involved in it.

Mistine was founded in Thailand by Better Way (Thailand) Co in 1988. Better Way (Shenzhen) Cosmetics, a Chinese-Thailand joint venture, was established in 2016 to bring Mistine to Chinese consumers and contribute to the BRI.

According to Mistine, the brand initially launched in China on online platforms in 2016 and quickly expanded to offline channels, acquiring a significant market share.

Currently, Mistine products are distributed in more than 30,000 offline stores including Watsons, Sanfu, KKV and Colorist in China.

Over the past seven years, Mistine has garnered widespread acclaim from Chinese consumers. It has held the top position in terms of sales volume in the category of sunscreen for three consecutive years starting from 2021. This year, the brand announced that both its sales revenue and volume topped all other sunscreen products available in China.

"Since entering the Chinese market, Mistine has been exploring brand development models suitable for the Chinese market. We have strengthened its brand strength through various means such as brand image change, core product launches, innovation and omnichannel expansion," said Danai Derojanawong, president of Mistine.

"At present, Mistine has become a cosmetics enterprise integrating sunscreen, skin care, cosmetics, perfume and aromatherapy in China," said Derojanawong.

The company said various factors have contributed to its development in China.

Since 1988, the brand has been focusing on research and development as it requires a lot of time and experience. That is why it has established a professional R&D team, supported by experts from all over the world recently. Mistine's global R&D team is composed of five major scientific researchers who come from China, Thailand and Germany. Together, they push Mistine's R&D system toward world-class scientific research and are committed to provide their consumers with higher-quality products.

Backed by a skilled R&D team, Mistine has achieved significant advancements in the study of sun protection and introduced the innovative technologies known as Solarcut, Smart Activation, Ultra-whitening and Bio-Genesis. Mistine said these cutting-edge technologies will not only repair sunburned skin but provide powerful anti-oxidation properties against light aging.

In 2023, the brand launched the upgraded version of its Aqua Base Ultra Protection Matte & Light Facial Sunscreen Pro in China, representing a significant breakthrough. The upgraded version incorporates Photobiology technology, developed by Arieh Washel, one of top scientists in the world.

Apart from evolving its offerings in China, the brand has made significant efforts to the establishment and enhancement of industry standards in the sunscreen sector. Collaborating with renowned testing and certification service provider SGS, Mistine has established a state-of-the-art lab dedicated to ensuring the quality of its sunscreen products. At the same time, Mistine launched the Sunscreen Cosmetics Industry Standardized Development Initiative with the Shanghai Pharmaceutical Industry Association's Cosmetics Specialized Committee to promote the establishment of industry norms.

The brand also demonstrates its expertise and compassion through various corporate social responsibility programs. In August, Tori Zhang, R&D director of Mistine China, and a team of experts from universities participated in a CSR program aimed at raising awareness about the importance of sun protection among children in the Tibet autonomous region.

As Mistine looks to the future, it remains dedicated to strengthening its presence and commitment in China. This commitment includes continuous launch of new and high-quality products, driving innovation in the market and engaging in corporate social responsibility initiatives. Through these endeavors, Mistine is poised to create a brighter and more promising future for its customers and the communities it serves.