Founding

Dr.Wong was founded in Shenzhen in 2013 by Gu Xun and Ma Yuping. According to the company’s official biography, both founders transitioned into essential oils, aromatherapy, botanical fragrance, and natural product development from other professional fields [1].

Gu Xun holds master’s degrees from Tsinghua University and The Chinese University of Hong Kong. He previously held senior brand and marketing positions at international consumer goods companies before studying aromatherapy and incense-making, including training associated with practitioners such as Lydia Bosson and Pierre Franchomme [1].

Ma Yuping, whose background includes marketing, has studied aromatherapy, natural farming, and related disciplines. The company credits her with involvement in the development of many Dr.Wong aromatherapy, skincare, and aroma-accessory products [1].

The name Dr.Wong evolved from the founders’ earlier concept known as the “Huang Yaoshi Laboratory” (黄药师研究室). The company’s history notes that its early work was influenced by traditional Chinese botanical aromas, herbal traditions, and handcraft, before evolving toward a more international approach to essential oils and fragrance [1].

Dr.Wong positions itself at the intersection of nature, aromatherapy, fragrance, and everyday lifestyle. Its stated philosophy draws from multiple traditions:

• Western aromatherapy
• Usha Veda/natural therapy
• Botanical science
• Modern cosmetic science
• Fragrance and perfumery
• Chinese botanical and incense traditions
• Eastern approaches to fragrance and aesthetics

The company describes this synthesis as a dialogue between Western aromatherapy science and Eastern aroma culture [1]. Rather than presenting essential oils solely as fragrances, Dr.Wong emphasizes the relationship between plants, scent, ritual, and daily life, aiming to integrate botanical scents into ordinary experiences [1].

E.A.S.E. Philosophy

A central brand concept is E.A.S.E., which stands for:

• E — Everyday: Products designed for regular, daily use.
• A — Approachable: Relatively accessible pricing and market positioning.
• S — Simplicity: Simple product design and formulations.
• E — Environmental-friendly: Consideration of environmental sustainability.

The company states that it seeks to avoid sourcing endangered or illegally obtained aromatic materials and aims to incorporate fair-trade and environmental principles into its operations [1].

Dr.Wong’s product portfolio has expanded significantly from its initial focus on botanical scents.

Essential Oils

Essential oils are central to the Dr.Wong identity. The company sources botanical aromatic materials from both China and overseas, working directly with growers, extraction companies, and international fragrance-material suppliers [1]. It has developed a supply network involving plants and aromatic materials from multiple regions and countries.

Aromatherapy

The brand produces products designed for home and personal aromatherapy, including aroma sprays, essential oil products, and related accessories. Dr.Wong states it has developed more than 200 formulations covering applications ranging from fragrance and aromatherapy to skincare and aroma care [1].

Incense

Incense represents a key connection to traditional Eastern fragrance culture. The brand traces part of its early identity to traditional botanical aromas and incense craftsmanship [1].

Diffusers and Aroma Accessories

Dr.Wong sells various devices and accessories designed to diffuse or distribute fragrance. A U.S. trademark filing made in 2024 covered electric and non-electric aroma diffusers, essential oil diffusers, and related fragrance-distribution devices. This filing was subsequently abandoned in December 2025 and should not be interpreted as evidence of a current U.S. trademark registration [2].

Skincare and Personal Care

The brand has expanded into skincare and personal care, offering creams, masks, shower products, shampoos, conditioners, and soaps. Its website describes this broader range as an extension from aromatherapy into skincare [1].

Dr.Wong places significant emphasis on botanical raw materials. According to the company, it has spent over a decade developing relationships with botanical-material suppliers, sourcing domestically in China and internationally while examining the origin, botanical characteristics, and extraction processes of aromatic plants [1].

The company describes its formulation approach as a progression from plant materials to essential oil research, aromatherapy, modern cosmetic science, fragrance formulation, and finished consumer products. Dr.Wong states it currently employs more than 30 trained aroma consultants and maintains more than 200 proprietary formulations [1].

Dr.Wong initially developed within the Chinese market before expanding its physical and online presence. According to its English-language website, the brand has operated nine boutique stores in seven major cities, including Beijing, Shanghai, Guangzhou, Shenzhen, and Hong Kong, while also selling through major Chinese e-commerce platforms [1].

Independent reporting in 2024–2025 described Dr.Wong as having retail counters in major Chinese cities and noted the opening of its first Hong Kong counter on September 26, 2024 [3]. The brand has also sought to expand beyond mainland China by presenting its Chinese botanical and aromatherapy products to international consumers [1].

The company identifies its operating address as 2/F, 3B, Wutongdao, Hangkong Road, Bao’an District, Shenzhen, Guangdong, China [1].

Independent reporting has identified Shenzhen Next Station Daily Necessities Co., Ltd. (深圳市下一站生活用品有限公司) as Dr.Wong’s parent company, with related entities involved in marketing, operations, and international trade [4]. It is necessary to distinguish the consumer-facing brand “Dr.Wong” from the various legal entities involved in manufacturing, operation, and distribution.

Visually and conceptually, Dr.Wong occupies a distinct position compared to conventional mass-market essential oil brands. Its identity combines Chinese botanical culture, modern aromatherapy, contemporary fragrance design, and lifestyle branding. Consequently, the brand presents essential oils not merely as functional wellness products but as part of a broader “aroma lifestyle.”

Its messaging frequently emphasizes plants, nature, craftsmanship, scent, simplicity, and everyday rituals, positioning Dr.Wong between a traditional herbal/aroma business, a modern fragrance company, and a lifestyle brand.

Dr.Wong states that it has established its own “Dr.Wong Aromatherapy-Grade Botanical Essential Oil Quality Control System.” The company describes laboratory testing and traceability of botanical materials as integral to this approach [1].

Additionally, the company states it uses high-precision GC-MS testing and maintains records relating to essential oil materials and their botanical origins [1]. These statements represent the brand’s own description of its quality system rather than independent certification of every product.

Dr.Wong’s official website states that the company is associated with several industry organizations, including:

• International Federation of Aromatherapists (IFA)
• China Household Chemicals Industry Association (CHCIA)
• China Association of Fragrance Flavour and Cosmetic Industries (CAFFCI)
• Guangdong Institute of Cosmetics Science and Technology (GDICST), where it states that Dr.Wong is an executive director [1].

Dr.Wong faced regulatory and product-compliance controversy in China during 2024–2025. In late 2024, Chinese media reported complaints concerning several Dr.Wong products, including botanical balms. Following these complaints, some products were removed from online stores and physical counters [4].

In February 2025, The Paper reported that the Guangzhou Huadu District Market Supervision Administration had opened an investigation on December 23, 2024, concerning a contract manufacturer. The allegations involved cosmetic-production practices and whether the manufacturer possessed appropriate authorization for the relevant wax-based production unit. The report indicated the investigation was ongoing at that time [3].

The same reporting noted that multiple related companies and a contract manufacturer had been subject to investigations by market-regulation authorities [3]. The existence of an investigation or complaint does not inherently establish that every allegation was proven, and regulatory matters involving individual products or manufacturers should not be automatically generalized to the entire Dr.Wong product portfolio.

Dr.Wong currently presents itself as a Chinese botanical essential oil and aromatherapy brand with an international outlook. The company states that after more than ten years of operation, it has become an established essential oil brand in China with a broad retail network and more than 200 products and formulations, while also attempting to develop an international presence [1].

Its competitive positioning can be summarized as affordable, design-conscious botanical aromatherapy rooted in Chinese and Eastern fragrance culture but developed using modern Western aromatherapy and fragrance techniques. This differentiates Dr.Wong from traditional Chinese herbal medicine brands, Western luxury perfume houses, purely functional essential oil suppliers, mass-market personal care companies, and premium international aromatherapy brands.

Gu Xun

Gu Xun (顾迅) is identified by Dr.Wong as a founder. He holds master’s degrees from Tsinghua University and The Chinese University of Hong Kong and previously worked in international consumer goods marketing and brand management. He later trained in aromatherapy and incense-making and became involved in developing Dr.Wong’s fragrance formulations [1].

Ma Yuping

Ma Yuping (马玉萍) is identified as Dr.Wong’s co-founder. Her previous experience included marketing and culinary-media work, followed by studies in aromatherapy, natural farming, and related areas. She has been involved in the development of the company’s aromatherapy, skincare, and aroma-accessory products [1].

1. Dr.Wong | About Dr.Wong
2. DR.WONG Trademark Application of Shenzhen Next Station Personal Care Product Co., Ltd. – Serial Number 98666465 :: Justia Trademarks
3. 香气品牌Dr.Wong涉嫌未按规范、未取得蜡基单元许可生产化妆品，被立案调查_直击现场_澎湃新闻-The Paper
4. 香气品牌Dr.Wong被举报后多款产品下架，品牌方称不回应疑问|化妆品_新浪财经_新浪网