Teaology is considering brick-and-mortar expansion in China as online competition intensifies

Founded in 2015, Teaology is a skincare brand known for using tea infusions as a solvent instead of water in its products.

The B-Corporation-certified company has patented a technology that preserves the antioxidant properties of tea leaves, so it can deliver the benefits of tea to the skin, it claims.

The brand is currently available in China via cross-border e-commerce.

It has resonated with Chinese cosmetics consumers thanks to its clean and ethical principles, effective formulas and the use of tea from China.

While the company’s performance in China has been strong, it believes the move to brick-and-mortar sales will help grow its business there.

“The brand is doing well on Tmall, but it’s not like it was in 2015 or 2016. Right now everything is diluted because the market is too crowded. The boom on Tmall, Little Red Book – it made it too easy for everyone to be there, so everyone was there.” said CEO Paolo Bevegni.

Cutting through the mess

The company believes that a physical presence will help cut through the noise on the Internet.

“To be modern in China, you have to do it the old way. This means you have to operate in bricks and mortar where at least there is a brand filter.” Bevegni said.

Bevegni said CosmeticsDesign-Asia that the company was in the process of registering its products in China.

The company had hoped to start the process earlier, but regulations prevented it.

“We had to wait until we were sure that our products would not be tested on animals,” he added.Bevegni said.

The brand is part of PETA’s Global Beauty Without Bunnies program and its products are 100% vegan. The formulas are 95% to 100% of natural origin, compliant with the ISO 16128 standard.

Due to regulations, the company only registers selected SKUs. Products like Bakuchiol Infusion Facial Oil will likely not be available on the market.

Additionally, the company recently signed a distribution agreement to enter the South Korean market through health and beauty channels and department stores.

The brand is expected to debut in Korea in the third quarter.

This follows the brand’s return to the Singapore market, where it launched exclusively in partnership with health and beauty retailer Watsons Singapore in January.

Product innovations

The brand recently launched its first makeup product, Tea Lash Peptide Volume Mascara, which is 95% natural (ISO 16128).

Contains white tea and is made from plant waxes and plant film-forming agents.

Additionally, the formula contains a peptide complex that “acts on keratin genes, thickening and lengthening eyelashes.”

According to the company, in vitro and in vivo studies showed an improvement in eyelash density by as much as 66% within four weeks.

While the company is proud of its latest product, Bevegni told us that it doesn’t necessarily need to develop more makeup products.

He added that the development of the mascara was a natural step after the launch of Lash and Brow Peptide Infusion, which was very well received by customers.

Instead, the brand will focus on hair care innovations and is expected to launch a new line soon after the successful launch of its Matcha repair line.