“全村的希望”珂谧另类突围

This article outlines the rapid rise of Comé, a new beauty brand owned by China-based Shandong Freda Biopharmaceutical, along with key risks for consumers:

1. Core brand overview: Founded in 2023, Comé focuses on a differentiated "membrane-permeable collagen" value proposition as Freda’s second growth driver in its cosmetics division. It has posted explosive growth: revenue hit 155 million yuan in 2025, up 258% year-on-year, and reached 82 million yuan in Q1 2026, surging 861% year-over-year.

2. Consumer alerts: Comé is heavily reliant on Douyin (China’s TikTok) for sales, with extremely limited offline distribution—consumers can rarely find the product in physical stores. Its pricing matches that of leading mature collagen skincare brands, and is far higher than other collagen-based products from Freda. Medical professionals remain skeptical of the effectiveness of transdermal collagen supplementation via topical products. Multiple users have reported severe adverse reactions including eye swelling and redness after use, and the brand has yet to address safety concerns. Consumers are advised to do thorough research before purchasing.

This article analyzes Comé’s breakthrough strategy to provide actionable insights and risk warnings for beauty brand owners:

1. Key takeaways: Comé avoided the crowded, highly competitive hyaluronic acid sector to enter the differentiated recombinant collagen space, leaning into its exclusive membrane-permeable collagen technology narrative to address the longstanding industry pain point of poor collagen absorption. By targeting high-value anti-aging consumers, it captures strong price premiums. The brand scaled rapidly in its early stage via influencer partnerships on Douyin, and boosted brand awareness through technology press conferences and cross-industry co-branding to deliver explosive growth in a short timeframe.

2. Key risks to watch: Long-term over-reliance on online influencer marketing and extremely limited offline penetration leave Comé with an imbalanced channel structure and low risk resilience. The safety of its novel efficacy claim has not been fully publicly verified, and the brand’s failure to respond promptly to user allergy reports puts it at high risk of a major brand trust crisis, while the sustainability of its high price premium remains uncertain.

This article breaks down Comé’s growth trajectory and existing challenges, offering key insights and risk warnings for beauty sellers:

1. Market opportunity: As beauty ingredient marketing becomes increasingly homogeneous, new brands built around differentiated technology claims still have strong potential to break through. The recombinant collagen category has higher technology barriers, lower product homogeneity, greater premium potential, and lower overall competition than the mature hyaluronic acid sector, making it well-suited for new brand entrants.

2. Actionable go-to-market strategy: In the early stage of a new brand, focusing on Douyin’s content ecosystem and running high-density influencer campaigns can deliver rapid scale. Pairing this with technology press events and cross-industry partnerships effectively boosts brand visibility and drives fast revenue growth.

3. Risk warnings: Over-reliance on online influencer marketing creates an unhealthy channel structure that will eventually hit a growth ceiling. For efficacy-focused skincare brands, safety verification must be completed in advance, and negative user feedback must be addressed promptly; otherwise, a brand trust crisis is likely, and growth driven by impulse purchases cannot be sustained.

This article outlines shifting product demand and new business opportunities in the beauty industry, offering key insights for cosmetics manufacturers:

1. Product design and production demand: Beauty brands are increasingly prioritizing differentiated efficacy, and recombinant collagen has emerged as a high-growth hotspot, with strong demand for differentiated technology capabilities. Manufacturers with expertise in membrane-permeable peptide integration and recombinant humanized collagen production will secure far more合作订单 from new brands.

2. Digital and e-commerce transformation insights: Most new beauty brands now scale online first, and have higher demand for flexible small-batch, high-frequency production. Manufacturers need to adjust their traditional large-scale production models to adapt to new brands’ pace of rapid online testing and iteration to capture new合作 opportunities.

3. Risk warnings: Efficacy skincare has extremely high safety requirements. When providing manufacturing services for products using new technologies, especially cross-industry adapted technologies, manufacturers must complete safety verification in advance and assist brands with risk testing to avoid safety incidents that damage their own brand reputation.

This article outlines current industry trends and core pain points for beauty brands, providing directional guidance for beauty industry service providers:

1. Industry trends: Domestic Chinese beauty brands have shifted from early-stage competition for traffic to competition based on technology. Differentiated efficacy technology has become the core competitive advantage for new brands breaking through, and recombinant collagen has become a popular high-growth sector, with increasing numbers of traditional beauty companies and new brands planning to enter the space.

2. Core client pain points: Most new beauty brands face channel imbalance after rapid online scaling, with heavy over-reliance on influencer marketing and limited capabilities for offline expansion. Additionally, many new brands built around novel efficacy claims lack third-party safety certification, have weak PR crisis response capabilities, and cannot address negative feedback promptly, leaving them exposed to trust crises.

3. New business opportunities: Service providers can develop omni-channel expansion services tailored for new brands to help them quickly penetrate offline retail channels. They can also offer third-party safety certification services for efficacy technologies paired with PR crisis response services to solve new brands’ most pressing pain points.

This article outlines new beauty brands’ needs for platforms and points for platform operations improvement:

1. Core brand needs on platforms: Many new beauty brands rely heavily on the influencer ecosystem of content e-commerce platforms, with strong demand for influencer matching, traffic support and content exposure. New brands aim to leverage platform public traffic to scale quickly and build brand awareness.

2. Platform operations and merchant recruitment direction: Content e-commerce platforms can launch dedicated support programs for new beauty brands centered on differentiated efficacy to attract high-growth potential brands like Comé to their platforms, enrich their brand matrix, and strengthen competitiveness in the beauty category.

3. Risk mitigation: Platforms should strengthen access review for efficacy skincare products, especially products built on new technologies, requiring brands to submit complete safety verification reports. Platforms also need to follow up promptly on user allergy complaints to mitigate industry risk and protect user interests. They can also expand offline beauty channel resources to offer offline expansion matching services for online-born new brands and unlock new revenue growth.

This paper presents new trends and emerging challenges in China’s domestic beauty industry, offering high-value reference for industry research:

1. New industry trends: Against the backdrop of slowing growth at its established core brands颐莲 and瑷尔博士 and overall business decline, traditional hyaluronic acid beauty leader Freda launched the new brand Comé to enter the recombinant collagen sector and build a second growth curve. This reflects the common strategy of traditional beauty incumbents searching for new growth, and confirms that differentiated technology positioning has become the mainstream approach for new brands seeking to break through.

2. New industry challenges: Membrane-permeable peptide technology, which has not achieved commercial success even in the pharmaceutical sector, is being directly applied to skincare products. Its long-term safety lacks public verification, multiple user allergy cases have been reported with no response from the brand, which exposes widespread problems in the current efficacy skincare space: overuse of untested new technologies, lack of clear safety standards, and incomplete brand risk response mechanisms.

3. Research implications: Future in-depth research can focus on the commercial logic of efficacy marketing in Chinese domestic beauty, safety standards for cross-industry application of new technologies in skincare, and sustainable growth paths for new brands after initial online scaling.