Hungchi

红之

Hungchi is a cosmetics brand under Guangzhou Hungchi Cosmetics Co., Ltd., founded by Wang Jie (Lele Tuanzhang) in 2020. The brand is positioned as a “cleansing expert”, focusing on the cleansing category, aiming to provide consumers with scientific, reassuring and effective cleansing products to help users “wash their faces gently and cleanly”.

The brand culture of Hungchi has multiple meanings. “Red” symbolizes Chinese red from a macro perspective, aiming to be a native Chinese brand; from a meso perspective, it represents women and beauty, and is the symbolic color of the cosmetics industry; from a micro perspective, it symbolizes the beautiful aspirations of passion, hard work and enthusiasm. “Zhi” follows the grammar of classical Chinese. As an auxiliary word, it forms a disyllabic trademark name with “Hong” and has no actual meaning in itself, but is used to set off the character “Hong”. The English name “hungchi” is derived from the Wade-Giles system to commemorate the brand’s birth in the beautiful “City of Rams” – Guangzhou.

The advantages of Hungchi are manifested in many aspects:

Professional background of the founder: The founder, Wang Jie, is Lele Tuanzhang, a skincare science popularizer with numerous fans. As a professional formulator, his professionalism and the dry content he produces meet the needs of consumers, gaining a large number of loyal fans and accumulating a good reputation for the brand.

Emphasis on scientific research and innovation: For example, the second generation of the Xiaomanyao Olive Fermented Extract Cleansing Oil adopts specially researched olive oil enhanced by three revolutionary technologies: fermentation, enzymatic hydrolysis and ethyl esterification. While simplifying the formula, it has achieved targeted improvements in the three core aspects of mildness, makeup removal power and efficacy. Among them, the fermented olive fruit oil was custom-developed by a professional team, and the technologies used in custom enzymatic hydrolysis olive oil and custom ethyl esterification olive oil were applied for the first time in China, creating the technical leadership and differentiation of the product in the makeup removal track. On April 18, 2024, the group standard “Determination of Potassium Cocooyl Glycinate in Cosmetics by High Performance Liquid Chromatography” jointly led by Hungchi and the Guangdong Quality Inspection Association was officially released. This is the first and only group standard related to potassium cocooyl glycinate in China.

Strong product strength: It has many star products. For instance, the Hungchi Olive Fermented Extract Cleansing Oil (Xiaomanyao) has sold over 27 million pieces cumulatively across all channels, ranking first on both the “Hot Sale List” and the “Good Review List” of makeup removal oils on Tmall during the 618 shopping festival in 2023; the Hungchi Multi-Effect Clean and Clear Makeup Removal Oil (No Hesitation) has sold over 5 million pieces cumulatively across all channels and has long dominated the lists of various platforms. The acne-prone skin cleansing product launched in March 2024 was developed based on the idea of “balancing the microenvironment of acne-prone skin and fundamentally suppressing recurrent acne breakouts” to address the industry pain point of limited efficacy of cleansing products. It solved the problem of difficult retention and effectiveness of active ingredients in wash-off products, effectively controlling oil and balancing acne-causing bacteria, achieving both mildness and high efficiency.

Adhering to in-depth cultivation: Hungchi refuses “fast-food-style” new product launches. New products need to undergo four rounds of strict tests, taking at least 6 months. Before expanding into the washing and care track, only 15 SKUs were launched, and each product carries the ultimate pursuit and painstaking efforts of the brand.

Effective marketing methods: By collaborating with influencers for promotion and other methods, the brand’s exposure has been increased, reaching more consumers. In May 2024, the first brand spokesperson, Zhang Yunlei, was officially announced. Leveraging his traffic potential, the brand’s exposure was expanded and brand awareness was enhanced. Zhang Yunlei’s gentle and refined image in the Chinese style echoes Hungchi’s concept of gentle cleansing, and his diverse strengths also align with Hungchi’s “gentle cleansing, more than one side” reflected in its multi-track layout.

The Hungchi cosmetics brand mainly includes facial cleansing series, facial care series, etc. The products cover two major skin cleansing tracks of facial cleansing and washing and care, including facial cleansers, makeup removal oils, makeup removal creams, makeup removal lotions, cleansing mud masks, shampoos, body washes, etc., providing gentle cleansing solutions for different skin types, scenarios and groups of people. The following are introductions to some products:

Facial cleansing series:

The second generation of Hungchi Amino Acid Gentle Cleansing Facial Milk: It adopts potassium cocooyl glycinate and patented oat amino acid (potassium cocoyl hydrolyzed oat protein) and adds soapberry extract (natural plant saponin).
Hungchi Balancing Clean and Thorough Facial Cleanser: It combines soap base and amino acid surfactants, contains capryloyl glycine (for oil control), plateau white clay (kaolin + montmorillonite), anti-polluna (anti-pollution patent) and soapberry fruit extract.

Hungchi Moisturizing and Protective Facial Cleansing Honey: Amino acid surfactants are compounded with APG (alkyl glucoside), containing apple amino acid (sodium cocoyl apple amino acid) and vitamin B12.

Hungchi Amino Acid Moisturizing and Clean Facial Foam: It uses green amino acid surfactants (disodium cocoyl glutamate, sodium cocoyl aminopropionate) and sodium cocoyl apple amino acid (apple amino acid), and adds soapberry fruit extract.

Facial care series: Hungchi Olive Fermented Extract Makeup Removal Oil. The ingredients adopt fermented olive fruit oil and form a five-dimensional encapsulation system through five plant emulsifiers, containing a variety of natural vegetable oils to achieve the effect of soothing the skin.

Tool category: Hungchi Cotton Soft Facial Towel. The material is 100% natural plant cotton (plant cotton/cotton), featuring a three-dimensional pearl pattern, thickened material, and passing SGS testing; the Hungchi Cleaning Tool Kit contains facial puffs, blackhead cotton swabs and silicone brushes.

Overall, Hungchi has certain advantages in product research and development, quality control and brand promotion, and is committed to providing consumers with high-quality cleansing cosmetics. However, the effect of cosmetics varies from person to person. When choosing, a comprehensive consideration should be made based on individual skin types and needs.