At a pivotal moment when the global beauty industry landscape is undergoing profound transformation and Chinese domestic brands are accelerating their international expansion, GENCA Group has recently completed a strategically significant brand refresh—officially unveiling its new corporate visual identity system.
Centered around the internationally recognizable English name "GENCA" and a deep, professional "GENCA Blue" as its primary visual identity, this upgrade marks a critical leap from managing multiple independent brands to building a cohesive, unified group identity. As it enters a new phase of global competition, GENCA presents a declaration of strategic advancement—with a more confident, professional, and inclusive stance.
From Brand Portfolio to Group Synergy: A Strategic Evolution Built on Solid Foundations
From its inception in 2007 as a brand operations business, to its strategic transformation into a creator of proprietary brands in 2017, and reaching an annual revenue of over RMB 2 billion from its proprietary brands while officially launching its international expansion in 2024—18 years of deep cultivation have enabled GENCA Group to complete a remarkable transformation from a service-focused operator into a beauty group with a powerful proprietary brand portfolio. Today, GENCA boasts a lineup of established, high-performing brands including KIMTRUE, ddg, ONCUR, Aucuz, 3odice, and everbab, positioning itself as a standout "dark horse" in the beauty industry.
Recently, GENCA's brands have been making notable moves: flagship brand KIMTRUE officially announced actor Ding Yuxi as its brand ambassador and launched its sixth-anniversary limited-edition "Sun Red Pear" collection, deepening its brand imprint with a distinctive fragrance aesthetic. Meanwhile, performance skincare brand ONCUR broke new ground with an innovative cross-industry collaboration, teaming up with Hongshan Forest Zoo to release a co-branded limited-edition gift set—blending professional skincare concepts with playful experiences to spark market enthusiasm.
Behind this rapid growth, GENCA clearly recognizes that the success of a single brand model is not enough to sustain long-term, stable growth or unlock limitless possibilities. Having surpassed the RMB 2 billion revenue mark, the central challenge has become: "How to build a sustainable, group-level growth engine?" The answer lies in cultivating "Group Power"—a systematic capability that empowers its brands and enables the replication of core competitiveness. This power is not a simple sum of product strength, brand strength, and channel strength, but rather a multiplier effect driven by deep integration and mutual reinforcement.
Building Core Product Strength on a Foundation of R&D
A strong "Group Power" is first rooted in solid product strength, which in turn stems from deep R&D expertise. GENCA understands this well, adhering to a "science-based evidence" approach in its R&D. The company has invested in a high-standard, 4,000-square-meter integrated R&D center, encompassing concept incubation, formula development, efficacy validation, and consumer experience. Its nearly 100-member scientific R&D team comprises over 80% professionals with intermediate or senior technical titles, ensuring the highest level of research expertise.
Moreover, GENCA actively deepens collaborative innovation between industry and academia, working closely with institutions such as Fudan University and Shanghai University. These R&D investments have already yielded significant results: GENCA holds over 30 patents, has published nearly 40 academic papers, and has contributed to the development of more than 10 group and national standards—consistently leading the forefront of beauty technology in China.
GENCA's breakthrough achievements in product innovation are particularly evident in its ability to efficiently translate cutting-edge scientific research into tangible applications. GENCA is the first company in the industry to successfully introduce "mesoporous technology"—awarded the First Prize of the National Natural Science Award—into the beauty sector. Through collaboration with the team of Academician Zhao Dongyuan, a professor at Fudan University and member of the Chinese Academy of Sciences, GENCA has achieved a deep integration of technological innovation and industrial application. This revolutionary breakthrough not only provides more professional solutions for oily skin concerns but also exerts a significant impact on the traditional technical landscape of the beauty industry.
A flagship example of this applied achievement—ONCUR's Olive Complex Serum—leveraged the significant oil-control and repair benefits of mesoporous technology to gain strong market recognition immediately upon launch, topping Douyin's "Emulsion Best-Seller Chart" within its first month on the market. More recently, everbab's newly launched Zero-Oil Control Powder also incorporates mesoporous technology, delivering 10 times the oil-control power compared to conventional silica. Furthermore, GENCA is actively advancing the application of mesoporous technology across other product categories, including research into improving photostability and enhancing the efficacy of sunscreens. By continuously expanding the application boundaries of this cutting-edge technology, GENCA is committed to delivering superior performance experiences for consumers.
Deep Connection: Shaping Differentiated Brand Power
In the fiercely competitive beauty market, GENCA Group's portfolio brands demonstrate strong cross-platform and cross-category operational capabilities, along with a unique ability to build emotional connections. Take flagship brand KIMTRUE as an example: it successfully transitioned from Tmall to emerging platforms like Douyin, and has consistently ranked in the top three for hair oil and top five for cleansing products on Douyin for five consecutive years since 2021. In 2024, it achieved the remarkable milestone of becoming China's No. 1 cleansing balm by sales volume. Beyond cleansing balms and hair oils, the brand has also seen multiple other products—including facial cleansers, cleansing oils, and shampoos—achieve monthly sales exceeding 100,000 units.
Behind these achievements lies GENCA's deep understanding and precise execution of "brand warmth." Its sub-brand KIMTRUE has captured the "emotional economy" through its focus on fragrance, excelling at building deep connections via emotional storytelling. On its fifth anniversary last year, the brand traveled to Xinjiang, the origin of figs, and collaborated with actress Alima to release the brand film A Flower That Blooms for Itself. Using the fig's resilient growth as a metaphor, the film profoundly reflected the inner emotions of today's youth navigating fast-paced lives, conveying the healing power of "growing inward." This year, with the launch of the Red Pear collection, the brand once again journeyed to its origin in Yunnan. Featuring brand ambassador Ding Yuxi, the film There Is Always a Sun Rising for You systematically builds out the brand's fragrance storytelling, continuously reinforcing the brand identity of "emotional healing." By aligning with an ambassador whose image resonates with the brand's tone, KIMTRUE injects fresh vitality into its brand attitude.
While strengthening its existing brand advantages, GENCA has also demonstrated sharp insight into emerging consumer trends, actively exploring new growth categories. As life pressures increase, more and more consumers are facing a range of scalp concerns—dandruff, itchiness, oiliness, flatness, and hair loss. Identifying this trend early, GENCA ventured into the specialized haircare segment this year with the launch of 3odice, a professional scalp health brand. With a systematic "cleanse, treat, nurture" approach, 3odice redefines the standard of scalp health—transforming every care routine into a moment of harmony between the scalp and time. It’s not just about solving immediate issues, but about restoring long-term health and balance.
Omni-Channel Synergy: Building a Channel Network for Sustained Growth
Another key pillar enabling GENCA Group's multi-brand success is its forward-looking and efficiently operated omni-channel network. The formation of this channel advantage reflects strategic foresight: during its early brand operations phase, GENCA pivoted sharply from B2B vertical e-commerce to the B2C Tmall ecosystem, precisely capturing the domestic e-commerce traffic boom. This move enabled the successful incubation of multiple brands with annual sales exceeding RMB 100 million, laying the foundation for a mature and sophisticated e-commerce operations system.
Offline channel expansion has also progressed with steady momentum. In 2024, GENCA significantly scaled its offline presence, adding over 5,000 new retail locations and surpassing 13,000 total points of sale across all provinces in mainland China. The channel mix has also successfully expanded from its original new retail/CS channels to include supermarkets, convenience stores, and CDFG (China Duty Free Group). Leveraging the synergistic advantages of the group's multi-brand portfolio, while strengthening the distribution foundation of core brands such as KIMTRUE and everbab, GENCA is methodically introducing brands like ONCUR and ddg into key channels across major provinces, steadily enhancing its offline influence.
A Strategic Rebrand: Writing a New Paradigm for Chinese Beauty with a Unified Identity
In the global beauty competitive landscape, simple, youthful, and highly recognizable visual expression has become a universal business language. For GENCA, which is targeting global markets, establishing a unified and clear group identity in the consumer's mind and building strong group-level brand equity has become an essential choice for its globalization strategy. The comprehensive upgrade of its VI system represents a critical step in GENCA's transition to an "integrated group" operating model.
The new VI system is built around the core concepts of "youthfulness, professionalism, and internationalization." The new English name "GENCA" carries deep meaning: "GEN" signifies genes and origins, representing a return to the essence—a commitment to science-based skincare, product development, and ingredient efficacy, staying true to the brand's original mission of providing consumers with high-quality products. "CA" represents CARE, reflecting a focus on skin care as a starting point, creating products that meet consumer needs through innovation, and striving to bring beauty and wellness to consumers worldwide. The primary color is "GENCA Blue," a hue with deep, mysterious, and professional visual impact. It symbolizes the profound R&D depth and expansive growth potential of GENCA, akin to the vast ocean, effectively conveying the corporate image and values of GENCA as an international, professional beauty and personal care group.
Standing at this new starting point, one can envision that GENCA Group will continue to empower its portfolio brands with collective group strength, systematically integrating R&D, channel, marketing, and other multidimensional resources. Deepening its mission to "make beauty accessible," GENCA will drive the in-depth global expansion of its brands, writing a new chapter for Chinese enterprises in the tide of globalization. It aims to forge a new sense of national confidence for the next generation of Chinese beauty brands and reshape the world's perception and expectations of Chinese beauty companies.
