How Thiamidol® Wins China’s Consumers

China’s skin care market moves fast – and demands true scientific excellence. In this interview, Shirley Xue, General Manager North East Asia & Managing Director China, shares insights into the unique dynamics of China’s highly science-driven beauty landscape, which offers a significant white space opportunity for high-efficacy innovation. She explains why the patented Anti-Spot ingredient Thiamidol® represents a major breakthrough for Chinese consumers and how NIVEA and Eucerin are scaling scientific innovation locally to meet this demand.

Shirley: They are extremely knowledgeable, demand clinical proof, and have multi-step routines where efficacy and sensory experience must go hand in hand. Pre- and post-procedure care is also a rising need – consumers are increasingly looking for scenario‑specific solutions – whether it is strengthening the skin barrier before treatments or maintaining results afterwards. In addition to fundamental requirements, addressing challenges linked to stress, fatigue, or lifestyle also matters. Their expectations push us to keep raising the bar in innovation and communication.

Shirley: Everything happens on mobile, in a truly digital-first ecosystem where communication and conversion are seamlessly connected. Platforms like Tmall and Douyin not only drive discovery and education, but also accelerate purchase.

Livestreaming, Key Opinion Leaders and social commerce play a major role in translating scientific benefits into engaging storytelling and new consumer recruitment across different formats. At the same time, each platform has very distinct user profiles, as well as behaviors and shopping journeys, which require highly tailored, data‑driven marketing approaches.

Online and offline are fully integrated: consumers research products online, test them offline, and complete their purchases either in-store or with their mobile devices. In some cases, they even order online and receive delivery from a local store within 30 minutes. Major shopping festivals such as Red June and Double 11 have even evolved into large‑scale, culturally relevant moments rather than pure sales events.

Shirley: Because it perfectly matches the core expectation of Chinese consumers: ingredient-centric solutions, visible results, and clinically proven efficacy. This superior patented Anti-Spot ingredient reflects German scientific excellence – and we have further tested and adapted the formulation, sensory textures, regimen, and packaging specifically for Asian skin to ensure maximum relevance.

Shirley: China has one of the most stringent regulatory frameworks in the global beauty industry, and compliance is non-negotiable.

A key milestone was the approval of Thiamidol® by the National Medical Products Administration (NMPA) in November 2024, making it the first Anti‑Spot ingredient approved under China’s updated CSAR regulatory framework. CSAR – the Cosmetics Supervision and Administration Regulation – sets exceptionally high standards for ingredient safety, data quality, and clinical validation. Meeting these requirements enabled us to move from cross-border availability to a full domestic launch with formulas adapted for local needs. To further strengthen trust and local relevance, we also introduced the dedicated Chinese trademark 提安明多®, which reinforces our long-term commitment to the Chinese market and to scientific credibility.

Shirley: With a strong, science-first approach. We worked with dermatologists, Key Opinion Professionals, and experts to translate scientific evidence into simple, credible messages. At the same time, we activated Key Opinion Leaders, livestreams, and immersive marketing communication to bring the Thiamidol®‑powered products to life in a consumer-friendly way.

Shirley: The response has been extremely strong: our Thiamidol® serum by Eucerin became the #1* Anti-Pigment Serum in China’s derma market – a strong validation of clinical trust. NIVEA ranked #9 in China’s online mass-market Anti-Spot category (YTD Nov 2025) and gained market share over four consecutive months since the domestic launch, marking a breakthrough in mass online competitiveness. Awareness and credibility have increased significantly across media, professionals, and consumers. In the recently released brand health check, top-of-mind awareness, NIVEAness, and brand love all increased significantly.

^{(*Data source: QBT China E-commerce tracking report, YTD Nov 2025)}

Shirley: Since the first domestic launch, we have already expanded our Thiamidol® portfolio and we will continue to upgrade locally relevant formulas, strengthen claims, and deepen clinical storytelling. Chinese consumers value efficacy and proof, and as both international and local competitors move quickly, we will keep elevating superiority, competitiveness, and our categories. I can’t wait for all of you to see what comes next. China is a highly dynamic market defined by speed, a steep learning curve, and constant evolution – it’s a market where curiosity, agility, and consumer obsession matter every day.