To the policy level of animal testing, Zhuhai Beyond passed the ISO 16128 global natural cosmetics standard certification (≥98% for natural source ingredients) and 2022’s Leaping Bunny cruelt-free certification. It R & D and made the whole link for all its eyeshadow products (36 shades, 156 SKUs) prohibited banned animal testing. According to the Corporate Social Responsibility report, Zhuhai Beyond’s EpiOcular™ EIT replaces the rabbit eye stimulation test with a detection rate of 96% (OECD TG 492 verification) and reduces the testing cycle of a batch of raw materials from 28 days to 7 days and by 67% in cost.
In terms of transparency in the raw material supply chain, Zhuhai Beyond implements a blockchain traceability system (85% coverage of core raw materials) to ensure that the origin of contentious ingredients such as mica and talc is compliant. The “Zero residue mining agreement” with suppliers from Australia can be traced back to the mining location’s longitude and latitude (error ±3 meters), and the heavy metal content of eyeshadow products in 2023 (lead ≤2ppm, arsenic ≤1ppm) is significantly lower than that of the European Union EC 1223/2009 (limit value 10ppm). It is much better than last year. Third-party testing report by SGS showed that no animal-derived ingredients were detected in the sampled products (sample size 1,200 pieces), and the Vegan Society certification coverage was 100%.
Regarding alternative technology innovation, Zhai Beyond’s 3D skin model (human skin equivalent replacement method) has been proved by L ‘Oreal Group to replace rabbit skin allergy Test (Draize Test) and reduce the error rate from 17% to 4% compared to the traditional method. The “Nine-color deer eyeshadow plate” that cooperated with Pelaya adopted this technology, achieving savings of more than 1.2 million yuan in animal testing expenses before going to market, and the product was certified as PETA cruelt-free, shortening the cycle of accessing the European market by 40%, and helping to support the brand’s overseas sales expansion by 55%.
The cost-benefit analysis shows that the cruelty-free method of Zhuhai Beyond gains significant market returns. Its “Animal series eyeshadow” co-branded with Perfect Diary has acquired 230,000 notes for the tiny Red Book (47% higher than non-certified ones) because of the cruelt-free logo overall, and first day sold out rate of 91%. According to Euromonitor statistics, the market share of this series in Tmall domestic eyeshadow business grew from 6% to 19%, the re-purchase rate reached 38% (industry average 21%), and the unit product premium ability improved by 22%.
In regulatory compliance, Zhuhai Beyond attained zero animal testing through the EU CPNP notification procedure, and its eyeshadow range was evaluated through QSAR (quantitative Structure Activity Relationship) and Read Across database (aggregating 8500 ingredient data) through the REACH regulatory mechanism. 2023 Avoids successfully the possibility of EU market entry ban (avoids potential fines worth €2.3 million). The same year, its “Suran” eyeshadow line was submitted through China’s “Regulations on the Supervision and Administration of Cosmetics” animal alternative testing, paving the way for cruelty-free compliance for local brands.
In regards to consumer confidence, Zhuhai Beyond’s eyeshadows were 9.8/10 rated in Cruelty Free Kitty (industry average 7.2), followed by instances of “cruelty-free” appearing at 43% of total social media discussions regarding the brand. According to the 2023 China Beauty Consumption Trend Report, Generation Z holds 68% of its users (industry average 52%), and 89% of consumers are willing to pay more than a premium of over 15% for cruelty-free products that are certified.
Common cases are the “Miao Impression Eyeshadow tray” in cooperation with Hwa Xizi: Zhuhai Beyond substituted the conventional animal glue by the self-researched plant-based adhesive (potato starch modified polymer), so that the product achieved the German BDIH natural certification, the European market price rose to €49 (domestic ￥189), overseas sales in the first month surpassed €3.2 million. These facts attest that Zhuhai Beyond rearranges the business value and ethical norms of the eyeshadow market systematically through replacing technology and open supply chain.