Picture: Many beauty device merchants have the words “reserve price for negotiation” on their web pages.Data pictures
In recent years, home beauty devices have been struggling to develop amidst the reverberations of experts’ “planting grass”, consumers’ doubts, and the slap in the face of quality inspection rollovers. Recently, the Medical Device Technology Review Center of the State Food and Drug Administration (hereinafter referred to as the Device Review Center of the State Food and Drug Administration) issued the “Guiding Principles for Registration Review of Radiofrequency Beauty Equipment”. Starting from April 1, 2024, radiofrequency beauty devices will be officially included in the Management of Class III medical devices. At this point, the home beauty devices that once relied on experts to “plant grass” and celebrity endorsements to become popular will enter a new era where “curative effects” speak for themselves and consumers have “laws” to follow when purchasing and using them.
There is a wave of price cuts in the market
“A product that was selling for two to three thousand yuan two months ago is now selling for four to five hundred yuan. I bought Chupujia’s products in September this year, and before the end of the year, the product price has shrunk by more than half.” A consumer in Beijing The reporter told a reporter from China Consumer News.
The reporter also saw on the Internet that many netizens posted on social media that beauty devices that once sold for two to three thousand yuan are now as low as about 100 yuan; beauty devices with original prices of more than 4,000 yuan are currently sold at actual prices. The price is between 1,700 yuan and 2,000 yuan.
A beauty blogger told a reporter from China Consumer News: “My live broadcast room has stopped selling beauty devices. The prices of beauty devices are too unstable and have been falling all the way. Forcibly following the market and constantly cutting prices will cause consumption Consumers are dissatisfied. If the price of the same product is reduced by hundreds or even thousands of yuan just one month after purchasing it, the buyer will definitely be unhappy, and the reputation of the live broadcast room will also be affected.”
Are home beauty device sales really starting? After checking the Tmall flagship stores of multiple brands, the reporter found that the prices of home beauty devices are indeed showing a downward trend, but the extent of the price reductions varies, and the prices of some products have even plummeted. For example, the Chupu Roller Beauty Device, which once sold for more than 1,000 yuan, has been removed from flagship stores because of excessive price cuts that caused dissatisfaction among consumers. The reporter also saw on the e-commerce platform that most home beauty devices have discounts, and the prices of some products that sell for several thousand yuan are almost halved. However, because the original price is higher, the discounted price is more than a thousand yuan.
In this regard, Li Xiao, an analyst at Beijing Honghan Investment Management Co., Ltd., said: “The prospects for the home beauty device market itself are good. A CICC research report shows that the size of my country’s home beauty device market is expected to reach 25.1 billion yuan in 2025. 37.4 billion yuan, with a compound growth rate of 26%-39% from 2021 to 2025. However, there has been some chaos in the market in recent years, so the Device Review Center of the State Food and Drug Administration issued the “Guiding Principles for Registration Review of Radiofrequency Beauty Equipment”. Recently The reason for the plummeting price is actually that the entire home beauty device market is adjusting. On the one hand, beauty devices are being updated faster and faster, and price reductions for older versions are normal operations; on the other hand, there are only a few steps remaining before radio frequency beauty devices are included in the supervision of Class III medical devices. Within four months, some brand merchants were rushing to clear their inventory before the new regulations were implemented.”
Product quality varies
The reporter searched on the 1688 website and found that the price of a single home radio frequency beauty device ranges from tens to hundreds of yuan. Many of these merchants have the words “ready-made wholesale, OEM customization” and “reserve price negotiable” on the product pages of the beauty devices they sell. Subsequently, the reporter contacted a beauty device manufacturer in Shenzhen. The staff said that no matter whether it is a company or an individual, more than 1,000 beauty devices can be OEM-customized. The color can be changed, and the style can only be specified by the manufacturer. Radio frequency beauty instrument, the OEM price is 165 yuan per unit. When asked about the effect and whether it has been tested and evaluated by an authoritative organization, the other party replied: “To be honest, no. However, we have been producing this beauty device as an OEM for 2 years, and there have been no problems.”
In the home beauty device market, product quality varies from good to bad. The Shenzhen Consumer Council once evaluated 5 samples of microcurrent-type and 5 ion-type beauty devices. It was found that 6 of the products released excessive amounts of nickel, and 2 of them had the risk of low-temperature burns when used.
False exaggeration of product effects is common in the industry. The Miss Arrivo phantom beauty device operating company once lied about entrusting a third party to conduct device efficacy testing and exaggerated the efficacy through photo editing. It was eventually fined 200,000 yuan by the relevant authorities for false advertising. Among the 10 home beauty devices reviewed by the Shenzhen Consumer Council, the instant lifting, secondary cleaning, and warm introduction effects mentioned among them all failed to achieve the effects promoted by the merchants.
The reporter searched for “beauty device” on the Black Cat Complaint Platform, and the results showed that there were more than 1,000 complaints, mainly focusing on aspects such as non-time delivery, failure to achieve the publicity effect, and product quality issues. A consumer told reporters: “Today’s home beauty devices are really untrustworthy. It feels like they are charging an IQ tax.”
“Employ with certificate” based on strength
Recently, the State Food and Drug Administration has successively issued the “Announcement on Adjusting Parts of the “Medical Device Classification Catalog”” and “Guiding Principles for Registration Review of Radiofrequency Beauty Equipment”. Home beauty devices that have been sold on the market as small household appliances will pass the “certificate On the road to professionalization.
It is understood that the “Announcement on Adjusting Parts of the “Medical Device Classification Catalog”” issued by the State Food and Drug Administration on March 30 last year clarified that radiofrequency therapy devices and radiofrequency skin therapy devices will be managed according to the third category of medical devices. Starting from 2024 Starting from April 1, products such as radiofrequency therapy devices and radiofrequency skin therapy devices shall not be produced, imported or sold without obtaining a medical device registration certificate in accordance with the law.
This year, the “Guiding Principles for Registration and Review of Radiofrequency Beauty Equipment” issued by the Device Review Center of the State Food and Drug Administration explains the requirements for registration, application and review of radiofrequency beauty equipment. The description of the scope of application of radiofrequency beauty equipment should give clear application sites and contraindications. In view of the direct correlation between the therapeutic effectiveness of radiofrequency beauty equipment and energy intensity, the effectiveness at different energy levels is mainly confirmed through clinical evaluation.
It is also understood that Class III medical devices are the highest level of medical devices and the most strictly controlled medical devices. According to the “Regulations on the Supervision and Administration of Medical Devices”, the production of Class III medical devices must pass clinical verification, and clinical verification must be conducted at medical institutions designated by the drug regulatory authorities at the provincial level and above.
Li Xiao analyzed: “The most popular beauty device products currently on the market are radio frequency products, because these products are relatively effective. However, if the quality is not up to standard, it will cause greater harm to the skin. The introduction of relevant regulations has effectively protected the It protects the rights and interests of consumers and maintains the healthy development of the market. Nowadays, companies that produce radio frequency beauty devices must either conduct clinical trials on existing products to prove their efficacy and obtain medical device registration certificates, or abandon existing radio frequency products. product.”
According to the government service platform of the Ministry of Science and Technology, as of December this year, five brands, YAMAN, OGP, FLOSSOM, AMIRO, and MARY FAIRY, have launched clinical trials of radiofrequency beauty devices with domestic tertiary hospitals. project. It is understood that these five brands are all domestic beauty device brands.
The home beauty device industry is entering the era of “machine brand name”. In the future, medical qualifications, product quality and technical level will become the core competitiveness of products. The era of “barbaric growth” in the beauty device market is passing away.